You’ve mapped out your tagging framework, implemented the right tag categories, and started collecting valuable lead data. But now comes the real question: is it actually working? Are your tags helping you uncover meaningful insights that lead to better decisions, higher conversions, and more revenue or are they just cluttering up your CRM?
Before we jump in, we highly recommend reading the full Ultimate Tagging Blueprint white paper. It lays the foundation for everything we’ll be covering here, detailing smart tag structures, naming conventions, and real-world case studies that show the power of tagging in action. It’s your go-to reference for building a framework that not only works but scales.
Plan your approach
Step 1: Start by mapping your funnel clearly. Use our Funnel Step Worksheet to define key touch points, then create a funnel step card for each. List the metrics you want to monitor (e.g., opt-in rate, click-through rate, sales conversion).
All metrics matter but some more than others
Make special notes on your funnel step card for the metrics will allow you to easily make business decisions and set baselines for those KPIs
Step 2: Once mapped, tag actions for each step in your ESP/CRM automations, campaigns or pipelines. Make sure that the tags match the funnel steps on your worksheet.
Step 3: Put yourself or a test contact into the automation. Advance the contact through the automation manually if necessary to advance past delay timers.
Step 4: If you are using a reporting platform like Segmetrics, then check your test contact making sure that the funnel reports you plan to use show the contact journey correctly. If you are not using a reporting platform then simply check the contact tags on the individual contact in your ESP/CRM.
REMEMBER – Iterate. Funnel testing isn’t a one-and-done process—it’s a loop
Turn it on!
Once you are driving traffic to your funnel, calculate the KPIs for each funnel step and compare against your baseine.
Questions to ask yourself
- Are there any unusual patterns?
- Where are the largest drop offs between steps?
- Are leads making it all the way through the funnel?
- AND most importantly, are they buying?
Identify any outliers to the patterns. Look at traffic sources, industries, and other key
factors. Does anything stand out?
Marketing is applied psychology! Understand why any leads might not be converting, and change up your strategy!