Marketing takes time and money. To spend both well, you need to know what's working and what isn't. That's what this section is about. Here's a quick look at what's ahead.
Apple and Google have changed how online activity is tracked, and that's made ad targeting on platforms like Facebook harder. Ontraport tracks your leads through their whole journey, so you don't have to rely on third-party data. Optimizing comes down to four jobs: know where your leads come from, send your conversions back to your ad platforms, test, and analyze the results.
First, know your sources. A UTM is a short code added to the end of a link that shows where a lead came from. In Ontraport's tracking URL builder, you set a campaign, source and medium, plus an optional content and term. When someone opts in after clicking, their contact record keeps the first UTM values that brought them in. The last values update each time they come back through a new UTM link. UTM tracking is available on Pro and above.
Second, if you advertise on Facebook or with Google, send your conversion data back to them. Deep funnel conversion tracking captures tracking IDs from your leads, like Facebook's click and browser IDs. Then a prebuilt automation map sends events, like purchases, to Facebook's Conversion API or to Google Analytics 4, so you can see which ads lead to sales. It's the most technical part of this section, and it's available on Pro and Enterprise accounts.
Third, test. A split test shows different people different versions, so you can see which one gets better results. Change one thing at a time, like a subject line, a headline or a button, so you know what made the difference. In an automation, add a Split filter to send contacts to Version A or Version B of an email. On a page, turn on split testing with the A/B box in the Pages editor and add up to four versions. Ontraport spreads traffic evenly, and each visitor keeps seeing the same version.
Fourth, analyze. You met Performance Mode in the Automations section. It shows real-time results inside each automation map. Click Performance in the top right, then pick a report, like Funnel Conversion, Lifetime Value or Goal Conversion Rate. In this section, you'll go further. With Tracking, you filter those results by UTM values to see which sources and links lead contacts to your goals. Performance Mode is available on every plan. Tracking filters are available on Pro and above.
So: track your sources, send your conversions back to your ad platforms, test your pages and messages, and read the results in Performance Mode. Next up: UTM variables, and how to set them up.