Optimizing Marketing Campaigns with Smart Tracking

Challenge

Lasell University runs more than 30 marketing campaigns at a time to attract new leads to its graduate program. In order to capture traffic source data for campaign tracking, a dedicated landing page and form was created for each campaign. This was a highly manual and time-consuming process. The marketing team was spending nearly 20 hours a month creating, updating, and tracking results across all these landing pages.

Solution

At first, they looked at marketing automation systems, but those required dedicated landing pages to enable lead tracking as well. Luckily, they found Formstack’s UTM Tracking feature, which places hidden fields in a form to reveal important details about traffic sources. Now, they can use a a single form to automatically capture information about all their marketing campaigns. Plus, any data captured on their lead generation forms is automatically passed into their customer relationship manager (CRM). This enables leads to be tracked through enrollment, providing data on which specific campaigns are bringing in new students.