I always say that Bizible’s ‘Ad Campaign Name’ field should be your go-to when it comes to reporting with Bizible, but this can be a difficult reporting mindset to adopt so let’s break it down with a thorough definition followed by an example.
The Ad Campaign Name field is dynamic in that it can be populated in different ways depending on where the touchpoint is coming from — how it’s being created, in other words. Below summarizes the 5 different ways:
If it’s a CRM Campaign touchpoint (typically something more “offline” in nature), Bizible pulls the CRM Campaign Name.
If it's a touchpoint created with the Marketo Program, Bizible pulls the Program Name
If it's a touchpoint created with the Marketo Activities integration, it depends on the type of Activity. It will either be the Program Name or you have to define a Bizible Campaign Name because not all Activity Types contain a Program Name.
What created the Touchpoint?
Ad Campaign Name Value
Ad Campaign Name as populated in the ad platform
UTM_Campaign Value if populated
Synced CRM Campaign
Name of the CRM Campaign
CRM Activity Object
Campaign value defined by you on Activities page
Marketo Program Name
Either the Marketo Program Name or a Bizible Campaign Value defined by you.
Now that we have Ad Campaign Name defined, let’s illustrate how you can be strategic with this field. In our example, let’s say you are having a Cyber Security Webinar that you are promoting across multiple — maybe even all — channels. It would be nice to see all of the Touchpoints related to that webinar, right? Well, if you’re consistent with naming conventions, you can easily use Bizible's Ad Campaign Name field to get that reporting.
To do this, we need a consistent term(s) or code to use where appropriate for all the ways the Ad Campaign Name field can be populated. This will depend on your UTM strategy, but for this example let’s just say that value is “CyberWBN2020.”
Let’s say you’re leveraging one of the ad platforms Bizible has an API integration with (Google Ads, Bing, Facebook, and LinkedIn) and you want to run some paid advertising a month or so before the webinar. Great! When you are setting up your ads — in let’s say, Google Ads — be sure to set the Ad Campaign Name value to “CyberWBN2020”
Then, let’s say you’re posting organically on platforms like Twitter or Facebook. This is also great! But be sure to set the UTM_Campaign value to “CyberWBN2020”
Now when people actually attend the Webinar, you’ll probably want to track attendance. If you are recording attendance in a CRM Campaign, be sure that the SFDC Campaign Name contains “CyberWBN2020”. (Or, if you wanted to do a more formal name such as “Cyber Security Webinar Oct 2020” — that is fine, you will then need to use ‘OR’ logic when pulling the Ad Campaign Name field into the report).
Pro Tip: You can take this a step further by being strategic/consistent with your web page values. Specifically, Landing Page and Form Page URLs. That way, you could add logic to the filtering such as “Ad Campaign Name equals X OR Landing Page contains X OR Form URL contains X.”
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This post is geared towards Bizible customers who have mapped their channels and now need to audit the results of their channel mapping decisions. What does that mean exactly you might be asking? Well, when we set up our channel mapping logic in the Bizible account, we take our best stab at it but it’s very likely that we’ll need to make adjustments. For example, maybe now that we’re looking at the channel data, we realize we want the channels to be more granular or maybe we realize we forgot about certain UTM parameters that need to be added to our logic.
Pretty much all Bizible customers go through this channel mapping fine-tuning exercise so let’s break down the most efficient process for this.
Please note that these guidelines are based on having the SFDC Bizible Package version 6.15 installed. That said, if you are on an older version or a Dynamics CRM user — let me know in the comments and I’ll help adapt these instructions if needed 🙂
It’s easiest to start with a pre-existing report. In the report folder titled "Bizible Touchpoint Reports", let’s select the Bizible 101 | Leads by Channel report.
Why? Because this report groups all Touchpoints related to Leads by the Marketing Channel they are associated to. It effectively allows us to see all of your channels in one place.
We now need to customize this report a bit! Let’s do the following:
Click to customize/edit the report
Expand the date range (this will depend on how long you’ve been a customer, but I recommend at least a few months for a good sample size)
Filter to Marketing Channel = Other
Add in a column for 'Landing Page RAW’ because this will allow you to see the full query string (all UTMs present)
Let’s first group the rows by Medium and then by Touchpoint Type
Hide the detail rows and run the report!
It should look something like this:
Now we need to analyze our results. Note that it’s helpful to have the detail rows hidden so that you can see the overall numbers to quickly see where the majority of your data is sitting.
You might be wondering why we grouped the report by Medium and then Touchpoint Type, here’s why
Your final step is to update the channel mapping logic in the Bizible Account based on your findings.
Let’s tackle the CRM Campaign Touchpoint first. We’ll navigate to the Offline Channels section of the Bizible app to update the mapping logic. Remember that for CRM Campaign Touchpoints (also referred to as Offline Channels commonly), the CRM Campaign Type dictates the Channel Mapping.
In the screenshot below you can see the CRM Campaign Type “Event” is mapped to the ‘Other’ Channel. This is why it’s showing up in the Other Channel in the CRM Report and not in a more expected channel like Events.
To resolve this, you just need to select the appropriate Channel value from the drop-down picklist. Note that you may need to first create a new Channel in the Create Channels section of the Bizible app before it will appear in the picklist.
As noted in the below screenshot, there isn’t a rule looking for the UTMs in use. Therefore the “Other” channel captures it because the standalone asterisk is looking for any value at all; it’s kind of a catch-all bucket.
To fix this, add in a new rule with the appropriate UTMs as pictured below. If you’re adding a new Channel or Subchannel, don’t forget to add it in the Create Channels section of the Bizible app before uploading your rules!
Make sure you Save and Process any channel mapping logic that you updated! Once you do this, Bizible will begin reprocessing your data (all of your data, not just data from this point forward) and bucketing touchpoints according to the new channel mapping logic. Depending on your volume of data this could take multiple days.
That’s it! I’ll admit it’s not the most fun process in the world, but data hygiene is very, very important for your data so I recommend performing this audit as a new customer and then periodically for maintenance purposes. Once you’ve initially cleaned up the data and ensured your Channel Mapping rules are robust, you shouldn’t need to alter much in the future. But again, it’s good to assess periodically in case you introduce new channels/platforms/tools or in case someone makes a mistake with a UTM.
Pro Tip: These instructions are specifically for the Other channel as it’s usually the biggest culprit for “mis-bucketed” touchpoints but if you want to take your audit a step further, repeat this process for each channel!
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