Leads from Instagram are imported into Zendesk Sell, but each lead’s source ad remains unknown. Similarly, once they become customers, there’s no way to identify the exact Instagram ad that generated them.
The inability to track your Instagram ads restricts you from evaluating which ones generate leads and customers, making performance measurement challenging. This may lead to ad spending with no clear indication of their effectiveness.
Luckily, there’s now an easy way to connect every lead with the specific Instagram campaign, ad set, and ad that brought it in.
Let’s go over each step!
How to Track Instagram Ads in Zendesk Sell
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
Use UTM parameters in your ad URL to capture Instagram ad information, including campaign, ad set, and ad. Follow this format:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The completed version of the URL should be:
https://www.yourdomain.com/?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-namePlease note that Leadsources captures all lead source details, even when UTM parameters are not utilized, ensuring complete tracking for all leads.
Step 3: Add the hidden fields in your form
Hidden fields are specific form fields that users cannot access visually, yet they can collect and store information sent along with the form.
In your form, Leadsources keeps lead source information in hidden fields. When a lead submits the form, these fields are automatically filled with Instagram ad details.
Leadsources supports all widely-used form builders. To find detailed steps on how to add hidden fields to your form, check out this guide.
Step 4: Capture the Instagram ads data in Zendesk Sell
When users respond to your ads and arrive at your website, Leadsources gathers the Instagram campaign, ad set, ad data, and additional information.
The hidden fields in your form are populated by Leadsources with data from Instagram ads.
When the form is submitted, the Instagram ad data and lead details become available in Zendesk Sell (This requires that your form is linked to Zendesk Sell).
How does Leadsources work?
Leadsources retrieves Instagram ad data every time a visitor lands on your website and automatically populates the hidden fields of your form. After submission, this information is sent to Zendesk Sell, along with the lead data you've captured (such as name and email).
Leadsources keeps a detailed account of all lead source information for 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 | ✅ |
The table above indicates that in circumstances where UTM parameters can't be applied—such as organic sources like Google search or Instagram bio links—Leadsources still collects certain lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Unlike other solutions, Leadsources provides a complete view of lead sources across all marketing channels, including both organic and paid.
Choose a channel to view the lead source data that Leadsources attaches to your form.
Performance reports: Lead, sales, and revenue by source
By assessing Instagram ads data in Zendesk Sell, you can compile performance reports that include:
- 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 enables you to strategically adjust your Instagram budget according to the campaigns, ad sets, and ads that generate the most impactful leads, sales, and revenue.
Let’s survey some of the reports you can create:
1. Lead source reports
Generate performance reports that reflect the leads captured 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 provides valuable data on which channel brings in the most leads.
Example #2: Leads by Instagram campaign
Now you can spotlight a specific lead source (e.g., Instagram) and quantify the leads generated from each of your Instagram campaigns.
Example #3: Leads by Instagram ad
After spotting the Instagram campaign with the best lead performance, you can explore which ad group or ad generates those leads.
2. Sales and revenue source reports
After recognizing the Instagram campaign, ad set, and ad generating our leads, we need to check whether these leads are converting into sales and revenue.
To accomplish this, associate your leads with a CRM such as Zendesk Sell. This connection allows you to track sales and revenue generated by various channels, sources, Instagram campaigns, ad sets, ads, landing pages, and their subfolders.
Using this data, you can enhance your Instagram ad strategy to focus on the channels, sources, campaigns, ad sets, and ads that yield the best sales and revenue results.
You can develop numerous sales and revenue reports, such as:
- 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 the deployment of ads on Google and Instagram, the first "Leads by Channel" report highlighted that Social Paid ads (Instagram) attracted more leads than Search Paid ads.
After examining sales and revenue data in Zendesk Sell, you concluded that the Search Paid channel generated greater revenue with fewer leads than the Social Paid channel. Consequently, you modified your budget to allocate more resources to the Search Paid channel.
