2023 was a challenging year for marketing and growth leaders everywhere. With each advertising dollar constantly under scrutiny, we were expected to demonstrate ROAS at granular levels—including channel and campaign levels.
This made multi-touch attribution, LTV, CAC, ROAS, ROI, and unit economics hot topics for CMOs and growth leaders. Unfortunately, not all marketing tech supports that level of tracking and attribution.
Enter Instapage’s newest customer-requested features—URL parameter passthrough, cookieless external conversion tracking, and GA4 custom events.
URL Passthrough
Marketers often package campaign information in the landing page links for attribution purposes. However, when there are multiple steps in a funnel, the URL parameters may get lost.
The Instapage URL Passthrough feature allows you to implement campaign- and page-level attribution by passing the campaign variables in URL parameters through all the links and form completions on the page.
With this new feature, users can choose to keep campaign information intact through any number of landing pages in the funnel—as long as they are all hosted on Instapage.
When customers fill out and submit forms, the URL parameters will also be passed into a CRM that will capture the campaign information when the lead is generated. This way, it’s possible to attribute leads and eventually revenue down to the campaign and page level.
Cookieless External Tracking
In the increasingly cookieless world, advertisers are finding it hard to target precise customer segments and keep track of the ROAS throughout the marketing funnel. With Google phasing out third-party cookies by the second half of 2024, Instapage’s new enhancements to external conversion tracking cannot be more timely.
We updated our external conversion tracking to help our customers track conversions on external sites even when the third-party cookies are blocked. We also improved tracking accuracy and made the whole process more efficient by removing page-level scripts and replacing them with workspace-level scripts that only need to be added once to the destination pages.
You can learn more about external conversion tracking within Instapage here.
GA4 Custom Events
Google Analytics 4 (GA4) allows users to define custom events to track visitor actions on their websites. GA4 offers a new event-driven data model where everything is an event, including page views.
GA4 automatically tracks a set of standard events. But often, marketers need to track events that are outside the default events. This is made possible through custom events that you can define to address their unique tracking needs.
For customers who are looking to track advanced events, such as conversions triggered by Button Clicks or Form Submissions, Instapage allows you to do that. With this feature, Instapage users can truly understand how their campaigns are performing at a very granular level, including variation levels when running A/B tests—all from GA4.
Find out how to set up custom event tracking using GA4 here.
Sign up for a 14-day free trial today
The Instapage product team is in deep feature mode, we recently launched a new dashboard, text formatting, and expert layouts, and now with the URL Passthrough feature, users can effortlessly maintain campaign and page attribution across their Instapage-hosted landing pages, ensuring no critical campaign data gets lost along the way.
As third-party cookies phase out, the Cookieless External Tracking enhancements come at the perfect time because they allow for accurate conversion tracking even in a Cookieless world. The introduction of GA4 Custom Events offers marketers greater flexibility in tracking and understanding their campaigns’ performance in detail.
The latest updates highlight Instapage’s commitment to providing accessible and effective solutions for marketers seeking to optimize their digital strategies and drive meaningful results.
Want to play around with the new conversion tracking and attribution features? Sign up for a 14-day free trial today.
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