Tracking Lead Activity with Link Tracking

Link Tracking  Overview 

In this course, you will learn about link tracking. This feature allows the link variables used in conversations to be tracked so that customers can see how many links have been sent and if they have been clicked by leads. 

We'll Cover:

• What link tracking is and how it works. 
• How to start tracking links. 
• Reporting on link tracking. 
• And FAQs about link tracking. 

Link Tracking  Link Tracking Introduction 

Your webinar just had more registrants than ever before. You can see that the campaign used to encourage participants had an increased open rate, but what was it that drove leads to register for this webinar? 

With link tracking from Conversica, you can measure the effectiveness of your Conversica AI Assistants’ engagements by recording when leads click on a link in specific conversations. With this information, you can better understand which links generate the most activity and compare the results against your website traffic or appointment scheduling data to see how Conversica performs against your other marketing channels. 

Tracking lead activity with link tracking opens the door for new ways of analyzing your campaign performance. Link tracking gives you insight into what engagements drive the most value, and use this information to make more informed decisions about where to focus your marketing spend. 

How does it work? 

Next, let's discuss in more detail how to start tracking links! 

Link Tracking  How to Start Tracking Links 

Whether you utilize a scheduling link or an external link (such as an organization's webpage or product-related content), when you add a link as a variable in a conversation, Conversica is able to identify when that link has been clicked and by whom. 

How to Start Tracking Links 

At the time of this release, if you are already using conversations with links, then link tracking will be activated automatically. If you have not yet utilized any link variables, link tracking will be activated automatically the first time you use one. 

Variables that Support Link Tracking 

Currently, link and scheduling link variables support link tracking. 

Link Any URL of a website the lead can interact with. 

Must be a valid URL and begin with either http:// or https://. 

For example: 

• The organization’s homepage. 
• Link to case studies or product details. 
• Registration link for an upcoming event. 

Scheduling Link Conversica offers the use of scheduling links that allow leads to book appointments or meetings through an online scheduling tool or directly through a rep’s personal calendar. 

Here are some examples: 

• The default scheduling link directs leads to a custom online scheduling tool. 
• For example, in Automotive Service conversations, a default link is used 
• to direct leads to the online scheduling platform where they can book an appointment for the service they need. 

Personalized Scheduling Links Enables leads to book meetings or appointments directly through a specific team member’s calendar. 

For example, each salesperson can use a custom scheduling tool connected with their personal work calendar, as long as the tool provides personalized URLs for each user. Custom scheduling links must be customized on the individual user level. More information can be found in our Booking Meetings with Personalized Scheduling Links article. 

Link Tracking  Link Tracking Feature Guide 

Check out the lead activity link tracking feature guide below! 

Attachment: Link_Tracking_Feature_Guide_404ed8.pdf 

Link Tracking  Link Tracking Use Cases 

Here are some examples of when link tracking is beneficial. 

Measure the effectiveness of your campaigns: 

Using the Contact List report, you can review the effectiveness of your campaigns by tracking the traffic to your link destinations (links clicked). For example, if the goal of a conversation is to encourage leads to register for a live demo, but you notice registrations seem low, simply turn towards the Contact List report. Compare how leads from this specific contact list are engaging with your link (how many were sent the link vs. how many clicked them) to see if there are any further customizations that can make your outreach more effective. 

Analyze if your content is compelling: 

Review the trends of how many leads are clicking links in the Conversation Comparison report to see how leads interact with a specific link over time. If you are using a Drive Action conversation to encourage leads to engage with a content link, such as the most recently published white paper on your product, use link tracking as a data point in your analysis for how compelling the content offering is to the lead. This can help determine the type of content that you put together for future leads in this same category. 

Compare links clicked vs. successful registrations/scheduled appointments: 

Use the Contact List report and data from your online scheduling tool to compare the number of times the scheduling link is clicked vs. how many appointments are actually being scheduled. This can provide insight that the landing page of the scheduling link is not as user-friendly as it needs to be if clicks don’t always turn into appointments. 

Link Tracking  FAQs and Resources 

Want to learn more? Check out our help center and find many helpful resources! 

Help Center Article: Tracking Lead Activity with Link Tracking 

Reporting Recipe: How to Compare and Monitor Lead Interactions with Links 

Now let's go over some FAQ's! 

Can we track the exact date and time a lead clicked a link? 

While we currently do not display the exact time and date of when the link was clicked, you can utilize the filters available in the lead manager and reporting to view leads that were sent links during a specific time frame. 

Can you track how many times a lead clicked on a link? 

Yes, the link is tracking each click or each time the lead interacts with the link. For example, if a lead keeps coming back to the same message to access the link 3 times, the link clicked data would track each click. 

Is link tracking turned on for all conversations that contain links? 

Yes, Link tracking is automatically enabled if a value has been assigned to the Link or Scheduling Link fields. If a value is not provided for those URL 

Type Fields, we would not have a link to track the interactions. 

Can you track the type of device they were using - e.g., iPhone, laptop, etc.? 

No, At this time, we are not able to track the type of device that lead is using to interact with the link. We are only capturing the Lead Name and Email when they interact with the Link provided within the message body. 

Does the upcoming release of Apple’s iOS 15 update and the Mail Privacy Protection affect Conversica’s ability to track links? 

No, the links are tracked directly through Conversica and cannot be blocked by the email provider.