While you gather leads on Instagram and import them into Microsoft Dynamics CRM, you’re unable to match each lead to its source ad on Instagram. Also, when a lead becomes a customer, identifying the ad they originated from is unachievable.
Without tracking, it’s challenging to evaluate your Instagram ads success, leaving you unsure of which ads generate leads and customers. As a result, you may allocate budget to ads without understanding their impact.
Fortunately, you can now link each lead directly to the precise Instagram campaign, ad set, and ad that generated it.
Let’s take it one step at a time!
How to Track Instagram Ads in Microsoft Dynamics CRM
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
In the URL of your ad, use UTM parameters to gather data on Instagram ads, including campaign, ad set, and ad. Try the following format:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final URL should look like this:
https://www.yourdomain.com/?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-nameKeep in mind that Leadsources records all lead source data, even if UTM parameters are not applied, providing thorough tracking for each lead.
Step 3: Add the hidden fields in your form
These hidden fields are part of the form but are not visible to users; they can retain information submitted alongside the form.
Leadsources keeps the lead source details in the hidden fields within your form. As a result, when a lead completes the form, these fields are automatically populated with data from Instagram ads.
Leadsources connects with all popular form builders. For detailed guidance on incorporating hidden fields in your form, consult this guide.
Step 4: Capture the Instagram ads data in Microsoft Dynamics CRM
When users click your ads and visit your site, Leadsources gathers the Instagram campaign, ad set, ad data, and more.
Instagram ads data is entered into the hidden fields of your form by Leadsources.
Thus, upon form submission, you can view the Instagram ad data and lead information in Microsoft Dynamics CRM (This involves connecting your form with Microsoft Dynamics CRM).
How does Leadsources work?
Each time a user lands on your site, Leadsources collects Instagram ad data and fills it in the hidden fields of your form. Upon submission, this data is transferred to Microsoft Dynamics CRM, together with the lead information you obtained (such as name and email).
Leadsources collects and logs all the lead source data relevant to each lead:
| Lead source data | Fetched automatically |
| Channel | ✅ |
| Source | ✅ |
| Campaign | ✅ OR use UTM_campaign |
| Content | UTM_content parameter is required |
| Term | UTM_term parameter is required |
| Landing page | ✅ |
| Landing page subfolder | ✅ |
According to the table above, in instances where UTM parameters aren't feasible—like organic sources such as Google search or Instagram bio links—Leadsources manages to capture some lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Differing from other tools, Leadsources observes lead sources across all types of marketing channels, including both organic and paid.
Select a channel to find out what lead source data Leadsources populates in your form.
Performance reports: Lead, sales, and revenue by source
With the ability to track Instagram ads data in Microsoft Dynamics CRM, you can compile performance reports such as:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign (aka. Instagram campaign)
- Leads, sales, and revenue by term (aka. Instagram ad set)
- Leads, sales, and revenue by content (aka. Instagram ad)
This assists you in adjusting your Instagram budget according to which campaigns, ad sets, and ads generate the greatest leads, sales, and revenue.
Let’s examine some of the reports you are able to produce:
1. Lead source reports
Produce performance reports that reveal the count of leads generated by:
- Channel
- Source
- Campaign (aka. Instagram campaign)
- Term (aka. Instagram ad set)
- Content (aka. Instagram ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report aids in recognizing which channel delivers the greatest number of leads.
Example #2: Leads by Instagram campaign
Now you have the opportunity to target a specific lead source (e.g., Instagram) and track the number of leads created by each Instagram campaign.
Example #3: Leads by Instagram ad
After recognizing the Instagram campaign that yields the most leads, you can explore which specific ad group or ad creates those leads.
2. Sales and revenue source reports
With the Instagram campaign, ad set, and ad that generate our leads identified, we need to evaluate if these leads are resulting in sales and revenue.
To accomplish this, integrate your leads with a CRM such as Microsoft Dynamics CRM. This connection facilitates tracking of sales and revenue from multiple channels, sources, Instagram campaigns, ad sets, ads, landing pages, and the respective subfolders of those landing pages.
With this data, you can enhance your Instagram ad strategy to prioritize the channels, sources, campaigns, ad sets, and ads that generated the highest sales and revenue.
There are numerous types of sales and revenue reports you can produce, including:
- Sales and revenue by channel
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (e.g., Instagram ad set)
- Sales and revenue by content (e.g., Instagram ad)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
Example Scenario:
| Channel | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After initiating ad campaigns on Google and Instagram, the initial "Leads by Channel" report demonstrated that Social Paid ads (Instagram) attracted more leads than Search Paid ads.
However, a detailed analysis of sales and revenue data in Microsoft Dynamics CRM revealed that the Search Paid channel generated higher revenue with fewer leads than the Social Paid channel. Based on this finding, you reallocated your budget to focus more on the Search Paid channel.
