FAQ - Lead Tracking

Clear your doubts about Guru's lead tracking and understand how this feature allows you to monitor the origin of your leads and analyze the impact of your campaigns on revenue.

With Lead P.P.C.T., you connect contact acquisition to financial results, identify which strategies generate more qualified leads, and make more precise decisions to optimize your investments.

On this page:

• Lead Tracking Concepts and Configuration

• Managing Lead Tracking

• Performance Indicators in Lead Tracking

• Strategic Use of Lead Tracking

Lead Tracking Concepts and Configuration

Understand what lead tracking is, how it works in practice, and in which scenarios it should be used. You can also access guidelines for configuring Lead P.P.C.T. and important definitions to ensure consistent and reliable data collection.

- What is Guru's Lead Tracking and how to configure it?

Guru's lead tracking is a tool that allows you to monitor the conversion of your leads over time for each traffic source and ad.

How to create Lead Tracking in Guru?

To create lead tracking, access the Guru admin and, in the side menu, click on P.P.C.T. Then, click on Leads. In the upper right corner, click on Add Tracking and enter the requested data for configuration.

After these steps, the platform automatically generates a unique disclosure URL for tracking. This generated link is what you should use in your campaigns and ads so that metrics begin to be captured by Guru.

- What is the difference between Lead Tracking and Capture Tracking?

The main difference between lead tracking and capture tracking of Guru is in the focus of action and at the stage of the customer journey.

The lead tracking focuses on monitoring the purchase journey and the financial return generated. It allows you to monitor lead conversion over time, detailing the performance obtained from each traffic source and ad.

With this tracking, you can discover the exact ROI of your capture, identify whether direct or indirect conversions occurred, and analyze the overall results through the conversion funnel.

While capture tracking focuses on the contact's entry point, using a tracked form to capture and store leads directly on the platform. Its main utility is to allow monitoring of specific daily conversions from this form, as well as enabling the viewing of the list of captured contacts and the management of integrated autoresponders.

- When should I use Lead Tracking in my strategy?

You should use Lead P.P.C.T. when your goal goes beyond simple contact capture and involves monitoring the lead journey to conversion and understanding the financial return of your campaigns.

This type of tracking is especially indicated in the following scenarios:

1. When you need to measure the ROI of capture, as it allows connecting traffic costs to generated revenue, facilitating the analysis of metrics such as CPL, New CPL and the return on investment of campaigns;

2. When you want to track conversions over time, as it is ideal for identifying whether leads convert immediately or after days or weeks, considering subsequent interactions such as emails and new campaigns;

3. When you want to evaluate lead quality, because, by crossing capture data with sales, you identify which traffic sources generate leads that actually buy, avoiding decisions based solely on volume;

4. When you need to optimize campaign timing, because, with the analysis of the conversion window, it is possible to understand how long leads take to buy and adjust remarketing and relationship actions more precisely;

5. When you want to analyze base growth, as it allows differentiating new leads from existing contacts, helping to understand if your campaigns are expanding or just re-engaging the base.

In summary, lead tracking should be used whenever you need a more strategic view of your capture, focusing on quality, behavior, and financial return, and not just on volume.

- How to use UTM parameters in lead tracking?

To use UTM parameters in lead tracking just add them to the end of the P.P.C.T. disclosure URL, allowing you to analyze the performance of your campaigns in more detail.

For this, you can use:

• utm_campaign: identifies the campaign name;

• utm_medium: indicates the medium used - for example, email;

• utm_content: differentiates creatives or content variations (e.g., video01, blue_banner);

• utm_term: identifies terms or keywords.

It is not necessary to create a P.P.C.T. for each ad variation. By usiing different combinations of UTMs in the same disclosure URL, guru automatically creates child trackings linked to the main tracking. This allows analyzing clicks, leads and costs per creative, campaign or variation, maintaining tracking organization.

To ensure consistent tracking and avoid data reading problems, it is important to avoid using dynamic variables from AD platforms, as they can insert special characters that hinder information cross-referencing.

It is also recommended not to use spaces or symbols such as parentheses and braces, and to maintain a naming standard in UTMs to facilitate analysis.

- How to correctly define the traffic source in the Lead P.P.C.T.?

The definition of the traffic source in the Lead P.P.C.T. involves both the definition of the Origin field when creating the tracking and how you structure your trackings and organize your campaign parameters.

This configuration is fundamental to ensure that acquisition data is correctly attributed in reports and dashboards.

To properly configure the source, consider the following points:

• Define the source in the P.P.C.T. registration. - when creating the tracking, select in the field source the channel where the link will be promoted (such as Facebook, Google Ads, Instagram);

• Do not use utm_source manually, as the platform disregards the parameter utm_source inserted in the URL - must be manually inserted in the source field of the P.P.C.T.;

• Create one P.P.C.T. for each traffic source, in order to have a separate tracking per channel - thus, ensuring a clearer and more organized analysis of the sources;

• Use UTMs to detail campaigns, segmenting campaigns, ads, and variations within the same source when using parameters such as utm_campaign, utm_medium, utm_content and utm_term.

Lead Tracking Management

See how to manage your Lead P.P.C.T.s, including filters, organization, data export, and viewing captured leads. This management allows quick access to the most relevant information and keeps your tracking organized for more efficient analysis.

- How to use the Lead P.P.C.T. filter?

To manage and analyze specific trackings, you can apply filters in the list displayed in the Lead P.P.C.T. report. To do this, in the Guru admin, click on the side menu, access P.P.C.T. and then select Leads. In the upper right corner, click on Filters.

You can refine your search by different criteria, such as identification code (including partial), tracking name, friendly URL, P.P.C.T. groups, product, destination URL, traffic source, and owner.

It is also possible to filter by status (active or inactive) and visibility (visible or hidden). If you want to ignore these criteria, simply select the “All” option.

- How to export capture data for external analysis?

To export your Leads P.P.C.T. report, access the Guru admin and, in the side menu, click on P.P.C.T. Then, click on Leads.

In the upper right corner of the screen, click the XLS button. You will receive a notification in the admin with the download link - to view it, click the notification icon at the top of the screen and, in the list of notifications, click Download.

In a few minutes, you will receive the file in XLS format by email.

- How to know if a lead was actually tracked?

To confirm if a lead was tracked by Guru, you can check the information in three different locations in the system:

1. In the lead registration
   To do this, access the Guru admin and, in the side menu, click on Leads. By clicking on an existing contact, you will be able to view detailed information about that lead - if it was tracked, the system will display the P.P.C.T. records, showing which link, campaign, or page was responsible for generating it.

2. In the P.P.C.T. listing
   To do this, access the Guru admin and, in the side menu, click on P.P.C.T.; then, access Leads. Click on the specific tracking you configured for your campaign and go to the tab Leads - if the tracking was successful, the lead's email and the date on which it was captured will appear listed within that tracking.

3. In the Tracking Dashboards
   You can consult the Leads Captures P.P.C.T. dashboards and P.P.C.T. Leads Sales to analyze the results of your trackings - the leads that were effectively tracked will be attributed to their respective advertisers and campaigns.

Performance indicators in Lead Tracking

Discover the main indicators available in lead tracking, monitoring from the efficiency of lead capture to the financial impact of leads. This makes it possible to identify optimization opportunities at each stage of the funnel.

- What metrics can I track in lead tracking?

In lead tracking, the metrics are organized into two main fronts: capture performance and the financial return generated by leads.

Capture and acquisition metrics

These metrics help evaluate the efficiency of your campaigns in generating leads, considering both traffic volume and the cost involved in capture.

Financial conversion metrics

These metrics connect captured leads to sales results, allowing you to analyze the impact of your campaigns on revenue and profitability.

- How does the lead conversion funnel work?

In the P.P.C.T. Leads capture funnel, you monitor the performance of your capture strategy, analyzing both the volume generated and the efficiency of investments over a given period.

The funnel presents, in a structured way, the main data of the acquisition journey, including the volume of clicks, leads, and new leads, in addition to the costs involved and indicators such as CPC, CPL and New CPL. With this view, it is possible to understand not only how many leads are being generated, but also how much is being invested for this and what the efficiency of your campaigns is.

How to use this analysis?

When analyzing the capture funnel, it is important to observe the stages in an integrated way to identify where the main points of improvement in your strategy are.

To perform this analysis efficiently, the ideal is to follow a sequential reading of the stages, comparing volume, conversion, and cost to identify possible bottlenecks:

- How to identify direct and indirect lead conversions?

To identify whether a lead's conversion was direct or indirect through the P.P.C.T. Leads, you must analyze the customer journey by comparing the origin of the capture with the origin of the purchase.

1. A direct conversion represents purchases made immediately after lead registration, indicating an immediate decision - generally associated with more direct offers;

2. and the indirect conversion represents sales made after new interactions with the lead - for example, with emails and remarketing, indicating a longer journey with the influence of multiple touchpoints.

To visualize and identify this journey in practice, you can access the P.P.C.T. Leads Sales Dashboard and analyze two complementary sections:

This cross-analysis allows for more precise attribution of results to each stage of your funnel, revealing whether an origin stands out in volume generation (capture) or performs better at the time of sale closure.

- How to analyze a lead's conversion time in Guru's tracking?

To analyze a lead's conversion time in Guru, you can use the conversion window. With this feature, you visualize the time between lead capture (first interaction) and conversion into a sale, helping to understand the speed of the customer's decision-making process.

In the Conversion Window section, the system presents a graph (with daily or monthly visualization) and three main indicators:

• Minimum window: shortest time between capture and conversion - indicating quick decisions or impulse purchases;

• Average window: average lead conversion time - is the main reference for defining the timing of campaigns and remarketing actions;

• Maximum window: longest interval recorded until conversion - shows that leads can convert even after long periods.

Strategic Use of Lead Tracking

Understand how to use lead tracking strategically to optimize your campaigns and improve your results. To do this, you can integrate tools, analyze data, and transform information into more strategic decisions.

- How to use lead data to improve campaigns?

The lead tracking data allows you to analyze the complete customer journey, from capture to conversion, helping to understand which campaigns truly generate results.

With this information, you can evaluate the quality of leads, conversion time, and the financial return of your actions.

To optimize your campaigns, it is important to analyze some key points in an integrated way:

1. The conversion window helps to understand how long leads usually take to convert - this allows adjusting campaign timing, remarketing actions, and return expectations and, furthermore, helps to identify behavior patterns and understand the customer's decision time;

2. the capture funnel and financial indicators show the volume of leads, sales, costs, and ROI - thus, they offer a clear view of campaign performance and support investment decisions, enabling the measurement of real campaign ROI and comprehensive monitoring of funnel performance;

3. the analysis of approval by payment method allows identifying which methods convert best - this brings optimization opportunities in the checkout and improves the efficiency of the final conversion;

4. by evaluating origins, advertisers and UTMs, you can identify which channels, campaigns, and strategies are generating the best results, both in volume and conversion - with this, you can identify more qualified leads and differentiate direct and indirect conversions.

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