Tooling to track Ad Performance

We consider a typical setup where ads on Google, Facebook and Linkedin drive traffic to a landing page. This page has a lead acquisition form that is powered by Hubspot. The overall site uses Google Analytics and Google Tag Manager. In this setup, we consider different ways to hook up the tooling to track ad performance.

In this post, we consider a setup where there are display ads running on different networks: Google, Facebook, Twitter and Linkedin. These ads drive traffic to a landing page on the website. This landing page has a lead capture form that is powered by Hubspot and all leads are sent there directly. The overall site analytics are powered by Google Analytics, while user events are tracked by Google Tag Manager.

Measuring ad performance involves tracking several different parameters. 

The typical information that is needed:

  • Overall Ad Impressions
  • Clicks on the Ads
  • # clicks that resulted in landing page views
  • Landing Page Behavior: 25% scroll, 50% scroll etc
  • # of Form Submissions
  • Depending on the business, you can tie $ revenue to each form submission

We will consider two different approaches here. The first minimizes capturing information in Hubspot and leans more heavily on Google Tag Manager. The second approach does the opposite. 

First Approach

In this approach, we capture data in these systems:

  • Impressions + Clicks : Google Ads, Facebook Ads, Linkedin Ads
  • Landing Page Views: Google Analytics
  • Landing Page Events: Google Tag Manager sends these to Google Analytics
  • Form Submissions: Google Tag Manager sends this to the Ad Platforms and also to Google Analytics. Hubspot captures this information also. 
  • Revenue : Google Tag Manager sends this to the Ad Platforms and Google Analytics

Facebook, Google and LinkedIn networks provide detailed information about the campaign performance: impressions, clicks, spend etc.

All the landing page views can be tracked in Google Analytics, along with the source of the traffic. So, for example, we can say that 30% of the traffic to the landing page came from Google Ads, 40% from Facebook Ads and so on. 

Google Tag Manager is great at capturing the landing page scroll events to understand how far users scrolled down the page:

GTM is also used to send form submission details to Google Analytics as well as to Google Ads, Facebook Ads and Linkedin Ads.

Second Approach

In this approach, we capture data in these systems:

  • Impressions + Clicks : Hubspot
  • Landing Page Views: Hubspot
  • Landing Page Events: Hubspot
  • Form Submissions: Hubspot  
  • Revenue : Hubspot

Hubspot is a complete solution for tracking all of the information mentioned earlier.

Similar to Google Analytics, HubSpot can track the views and click throughs for all your landing pages. 

Custom Event Tracking

Similar to Google Tag Manager, HubSpot lets you create and track user events. ( link ).  This lets you capture scroll events, click events and also associate $ values with clicks to count revenue. As an example:

Example code to fire a custom event using the name "clicked Buy Now button"
when a visitor clicks an element with the 'buyNow' id.
Assigns a value of '20.5' to the event.
document.getElementById("buyNow").onclick = function() {
   _hsq.push(["trackEvent", {
       id: "Clicked Buy Now button",
       value: 20.5

You can easily connect various ad platforms to Hubspot. After you connect the platforms, you will be able to see the impressions, and clicks for the campaigns you are running. In addition you can also see the conversion data. 

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