There are several good reasons to segment your assessment data based on where the traffic to that profiler is coming from. Here are some examples:
- Measuring the effectiveness of different campaigns (Campaign A vs. Campaign B)
- Measuring the effectiveness of different campaign mediums (search ads vs social media, etc.)
- Measuring the effectiveness of different landing pages (Landing Page A vs. Landing Page B)
In each case listed above, you have the ability to access and understand
- The volume of traffic (how many users are getting to the assessment?)
- The quality of the traffic (are the users expecting this content and converting?)
Traffic Source Report (Using UTM tags)
In order to support this sort of campaign testing and refining, Medicom Health provides a built-in “Traffic Source Report” inside the Management Portal. This report is automatically generated using a special URL parameter (tag) when you send users to a Medicom Health Assessment.
Add “?utm_source=“ followed by the tag of your choice — such as Facebook, Twitter or LinkedIn — to the end of any Profiler URL when you configure your landing pages. Once this URL is used, the Traffic Source Report will provide feedback about where your campaign traffic is coming from and how well it is performing. This makes it easier to see whether one medium outperforms another when it comes to driving traffic to your profilers.
Marketing Source Question (v2 only)
Version 2 profilers include the question, “How did you hear about this profiler?” You can customize the answers for this question in the Management Portal, under the “Marketing Source Options” section of each profiler customization. The user answers captured by this question will be reported through raw data reports, and is also transmitted to some CRM systems depending on whether their API supports this information.