Table of Contents
Support Guide
Marketing Compliance Features
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Chloe Larson
Tracking Your Marketing Data
Shape's Marketing Compliance tab allows you to track the effectiveness of your marketing campaigns, optimize your marketing spend, and gain insights into customer behavior.
By capturing UTM (Urchin Tracking Module) data, you can measure which campaigns drive traffic and conversions, calculate key metrics like CPC (Cost Per Click) and CAC (Customer Acquisition Cost), and improve reporting accuracy. This leads to more data-driven decisions, better alignment between marketing and sales, and enhanced personalization in customer engagement.
How to Enable the Marketing Compliance Tab
By default, Admins in Shape will be able to access the Marketing Compliance tab to track important marketing data. However, this tab can be enabled for your other departments and re-ordered depending on your preference.
Start by clicking the Settings Gear Icon in the top right of the navigation bar.
You will see a list of all of the departments in your system. Hit the pencil icon edit!
You will see a list of all of the record types in your system. Click to open the record type you want to enable the Marketing Compliance tab for.
If the Marketing Compliance Tab is disabled, you will find a restore icon to enable it. Lastly, click and drag the Marketing Compliance tab to re-order as needed.
Why is Tracking Marketing Data Important?
Ensuring Shape is integrated with your website and analytics tools (e.g., Google Analytics) allows UTM data to be captured when a visitor fills out a form or completes an action on your site. This give you valuable insight on the lead's journey and allows you to better measure your campaigns effectiveness.
1.
Measure Campaign Effectiveness
UTMs allow you to track the performance of individual marketing campaigns, channels, and content. By analyzing this data, you can determine which campaigns are driving the most traffic and conversions.
2.
Optimize Marketing Spend
By understanding which sources and campaigns are most effective, you can allocate your marketing budget more efficiently, focusing on strategies that yield the best return on investment (ROI).
3.
Enhance Targeting
With detailed UTM data, you can refine your audience targeting. Knowing which segments respond best to specific content or channels enables you to tailor your messaging and improve conversion rates.
4.
Improve Reporting Accuracy
UTMs provide granular insights into the customer journey, from the first interaction to conversion. This improves the accuracy of your marketing reports and allows for more informed decision-making.
5.
Track Multi-Touch Attribution
UTMs help you understand the multiple touchpoints that lead to a conversion. This is crucial for assessing the true impact of each channel and for implementing multi-touch attribution models.
6.
Align Sales and Marketing
Integrating UTM tracking with your CRM allows sales teams to see which marketing efforts are generating leads. This alignment helps in better qualifying leads and improving the overall sales process.
7.
Personalize Customer Engagement
By analyzing UTM data, you can personalize follow-up communications based on the specific campaigns or content a lead interacted with, leading to more relevant and effective engagement.
8.
Storing Consent Data
Tracking your lead's opt in data is becoming more and more important as new legislation is passed. Shape's Marketing Compliance tab enables you to store this vital information using the Marketing Consent Fields.
To learn more about gathering Marketing Consent, reference the following guide: https://setshape.com/support-guides/gathering-tcpa-and-first-party-consent
Note: Using Shape's Lead Engine, you can effectively track UTM's and important marketing data from those that visit your Lead Engine landing Pages!
Frequently asked questions
You can find a full list of field names to provide to your website team on the Marketing Source settings page linked here.
Absolutely! Each field in the Marketing Compliance tab has Merge Tokens available that can be pasted into your marketing and used in your campaigns/notifications.
Keywords: marketing, compliance, departments, consent, opt-in, UTM, CPC, CAC, parameters, cost
