Using an UTM dashboard is important when you want to analyze the performance of your marketing efforts and understand which of your communication channels (SEA, SEO, emails, social networks…) are best performing.
Focusing on your key channels (which generate the most leads) is crucial when you want to save efforts and money but still get results from your marketing activities.
In this article, we’ll explain you how to create an UTM dashboard for your Pardot prospects in Salesforce.
Add UTM fields to your objects
In order to analyze the performance of your communications, the first thing to do is to add custom fields to the objects you want to analyze and to synchronize the fields data between each of your objects.
Salesforce Lead object
To create a new field in your Salesforce Lead object, go to Salesforce admin panel and click on “Object manager” tab.
From here, search for the “Lead” item and click on its name.
On the left menu, click “Fields & Relationships” to view all the fields related to the Salesforce Lead object.
From here, click on the button “New”.
Select the “text” field type.
Indicate the name of the field.
Set the permissions to view / edit the field.
Repeat the previous process for each of the 5 UTM fields: utm_campaign, utm_source, utm_medium, utm_content, utm_term.
Salesforce Opportunity object
The process to add UTM fields to Salesforce Opportunity object is exactly the same as the process to add UTM fields to Salesforce Lead object.
Once the UTM fields are created on both objects, you will need to synchronize the data from the Lead to the Opportunity everytime a new opportunity is created (no synchronization should setup to update the opportunities UTM fields after it has been created).
To do so you should create a Flow in Salesforce that will get the Lead UTM fields values and add them to the new opportunity created.
Pardot Prospect object
When UTM fields are available on your Salesforce Lead object, you can start creating the fields in Pardot.
For each UTM:
- indicate the field name (utm_campaign, utm_source, utm_medium, utm_content, utm_term)
- indicate the Salesforce Lead object field with which it should be synhronized.
- select “Use Account Engagement” for the Sync behavior, if values differ
- select “text” field type
Now that your UTM fields are available on the different objects and their data synchronized between Pardot and Salesforce, you can start using them on your Pardot forms and use tracked links on your marketing publications.
Create the Salesforce UTM report
You have generated Pardot prospects who arrived on your web pages from your communications tracked links? And now you want to analyze your data? It’s time to start working on creating your Salesforce UTM dashboard.
The first step you need to do is creating a Salesforce report that will be used as Source data in your Salesforce UTM dashboard.
Create the Salesforce report
In Salesforce Sales Cloud, go to the “Reports” tab and click on “New report”.
Select the “Lead” report type.
Add filters to your Salesforce report
If you want to filter some data in your UTM dashboard (for example, to not display leads with no UTM information), go to the “Filters” tab and add your filters.
For this UTM report, here are the filters we recommend you to use:
- Show me: All leads
- Create Date: All time
- UTM Campaign field not empty
Add a Group field to your Salesforce report
In order to use a Salesforce report data in a Salesforce Dashboard, you need to have at least 1 Group rows.
We recommend you to put the UTM Campaign field as Group rows, so you can filter your dashboard based on this field data.
At minimum, we recommend you to include the following columns in your report (but you are free to add more!):
- Created Date
- Lead ID
- UTM source
- UTM medium
- UTM content
- UTM term
- (UTM campaign being already used as a Group row, you don’t need to add it as column in your report)
After finishing your Salesforce report for Leads, you can repeat the process with the Opportunity object (if you wish to display Opportunities data on your Salesforce UTM dashboard).
Create the Salesforce UTM dashboard
To create a new dashboard, go to the “Dashboards” tab in Salesforce and click “New dashboard”.
Your report is currently blank and you need to add your components in it.
We present you a Dashboard with specific components formats, but you are completly free to change the format, design and components of your dashboard to get a quick vision on the information that most matters for you.
For our first component, we want a diagram to display the number of leads by (UTM) campaign.
For our second component, we want a horizontal chart to display the number of leads by campaign ordered by most performing.
Before adding a third component, we’ll repeat the previous process for the UTM source and UTM medium data.
For our last coponent, we’ll just include a Table component displaying all our data.
As you can see our final Salesforce UTM dashboard gives us a great quick view on which campaigns and marketing efforts have best performed.
Of course this is a light Salesforce UTM dashboards and there are various ways to optimize it and include more information (landing page views, form submissions, opportunities…).
It’s up to you to make your report look like what you want it to be 😉
Need help to generate your tracked links (including UTM parameters)? Check out our UTM generator tool!