Tracking is important

To kick things off, I will run through some of the more important tools I’m using right now.

Most are straightforward. I’ve learnt over the past few years, that simple works best. Simple tools are easier to learn and teach new staff. They are also more likely to be adopted. Over the coming days I’ll be focusing on the dead simple, yet powerful and important tools.

For an online business, one of the most overlooked areas I see centres around tracking. Especially lead source tracking. There is a bunch of tools and resources that can help with this.

Google Analytics, Kissmetrics, Mixpanel, Improvely, Wicked Reports, etc.

They all have their pros and cons. Recently, I’ve switched across to Ontraport because they have brilliant campaign level reports that focus on LTV (Lifetime Value) and lead sources. I’ll discuss Ontraport another time though.

One of the easiest ways to get started with lead source tracking is to use UTM parameters on links you share across the web. 

UTM parameters are tags you add to the end of a URL to tell your analytics platform where someone visited your site from. Each link tagged with UTM parameters can help tell the source, campaign, and medium used.

i.e. I’ve used UTM parameters on the link to the Insights report below, if you click the link, it will tell Ontraport you visited the site from this specific email.

One downside with UTM parameters is they can get long, and ugly. To solve this problem, you can use a link shortener, like Bitly, or Google’s own link shortener service.

I don’t think these look professional though. So I don’t use them. Instead, I use Rebrandly.

Rebrandly is a free link shortener which allows you to either purchase a domain through their own service or connect one you already own. It has great team features, and it incorporates a UTM builder that allows you to save presets you use often.

It makes link tracking simple.

Here is an example shortened link that takes you to the Rebrandly home page:

Get into the habit of using UTM parameters when you include links to your site anywhere on the web.

Last, I won’t explore the tools I use in any detail in these “Upper Hand” emails.

You will either be able to take what you read and work it out yourself.

Or, if you want additional help, you can subscribe to the Fast Growth Insights Report (which is launching at a ridiculously low price point to pre-launch subscribers soon).

Catch you tomorrow.

Jake Hower

CEO of Fast Growth. Jake works with businesses to increase leads from online channels. Backed by data, not guesswork. For behind-the-scenes insights into what's working (and what's not), check out the monthly Fast Growth Marketing Insights Report