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B2B & Funnels: Building & Planning Your Ad Tracking Plan
B2B & Funnels: Building & Planning Your Ad Tracking Plan

Learn how to build and plan your Cometly tracking plan.

Updated over a week ago

As you know, understanding the customer journey through the marketing funnel is critical to optimizing your advertising and marketing efforts. To help you fully leverage our platform, we've prepared this guide to aid you in building and planning your tracking plan. We'll guide you through the process of identifying important events, setting them up in your funnel, and gathering meaningful insights from the data you collect. Let's get started!

Identify Your Funnel and Key Events

To kick off your tracking plan, start by defining your customer's journey. Map out the critical stages in your marketing funnel, and note down key events, such as when a potential customer becomes a 'lead', schedules an appointment, or makes a purchase.

By doing this, you can pinpoint where customers interact with your business, where they are dropping off, and where they are successfully converting.

  1. Lead: This is when a potential customer first interacts with your business. It could be filling out a form on your website or clicking on an ad.

  2. Scheduled: This is when a potential customer takes a step towards a purchase, such as scheduling a demo or a meeting.

  3. Purchased: This is when a potential customer makes a purchase and becomes a customer.

Event Tracking

Once you've identified these key events, you can set up event tracking in our software. Simply place these events throughout your funnel and our pixel code will automatically retrieve data from form fields. This will enrich customer profiles that came from an ad with customer information upon opt-in.

Tracking Customer Payments & Closed Deals

Our software integrates with Zapier, allowing you to send events from virtually any application. For example, you can trigger events when a deal stage moves to 'won' in HubSpot or when a purchase is made in Stripe.

Important: It is crucial that Cometly can retrieve customer's email through a form earlier in the funnel so that we can match events from Zapier back to the correct customer profile.

Here are two examples of how to set up the integration:

  1. Closed Deal Stage To Trigger Purchase Event: Create a Zapier 'Zap' to connect HubSpot with our platform. You can set up the trigger as 'Deal Stage Changed' and choose 'Won' as the specific stage. This will send an event to our platform every time a deal stage is moved to 'won' in HubSpot.

  2. New Stripe Charge To Trigger Purchase Event: Similarly, you can set up a Zap to connect Stripe with our platform. Set the trigger as 'New Charge' to send an event to our platform every time a purchase is made in Stripe.

You can use Zapier to send events & customer information from any application to Cometly.

Monitor and Adjust

Once your tracking plan is set up, it's important to continually monitor and adjust as necessary. You can use the data gathered to understand which ads are driving the most conversions and optimize your advertising efforts accordingly. Remember, every business is different, so what works for one might not work for another. Don't be afraid to experiment and adjust your tracking plan to best meet your business needs.

Creating a robust ad attribution tracking plan can significantly enhance your understanding of your customers' journey. By leveraging our software and this guide, you'll be well on your way to maximizing your advertising ROI and delivering more personalized and effective marketing strategies. Happy tracking!

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