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Configure marketing conversion tracking

Richard Abujasen
Updated

OptiMantra's Marketing Conversion tracking feature allows you to track traffic on your website coming from Google  marketing efforts and determine how traffic is converting into actual appointments booked on your OptiMantra online scheduler

 

*Note OptiMantra no longer supports Facebook Pixel tracking as it is not HIPAA-compliant, as Facebook captures and stores a lot of additional information with its pixels about patients.

 

OptiMantra Conversion Tracking

Adding your pixels from Google in OptiMantra allow you to see how your marketing campaigns are translating explicitly into new bookings on the Online Scheduler or get more information on when new events are scheduled

  • Add the specific pixel associated with your ongoing Google campaigns
  • When a client goes through and gets to the online booking confirmation page (that is, they've successfully completed online booking), the pixel will be used
  • Results of your campaign and number of clients tracked through Online Booking will appear in your existing Google analytics (not in OptiMantra analytics)


 

 

 

Adding Google Tag Manager 

 

Create your Google Tag through Google Tag Manager - your Google Tag can be tied to a specific ads campaign or can just be used to capture an event, that is, every time the booking confirmation page is loaded 

 

As part of the Google Tag Manager set-up, please make sure that you link your OptiMantra unique appointment confirmation page link

  • First, in OptiMantra, grab your unique online booking confirmation page URL
    • Go to your online booking link and complete an appointment request - you can then copy the URL from the confirmation page that looks like this
    • Note that the URL you copy will have a core URL that denotes your practice, and this is what you want you will use for Google Tag Manager: 
      •  https://www.optimantra.com/optimus/patient/patientaccess/appointment-created-details?pid=a01OWnhDYXdROE1wZXRJUFlhenVKdz09&lid=RzVaL25rRjlJb0xCL3dCaEw0cW9ndz09 
      • Your unique link and pid/lid values should be pulled from your own URL
    • The link will also include some additional parameters like those below - typically you will delete these from your trigger tracking link for the next steps except in the circumstance where you want the Tag to only register in specific instances (e.g., you want to have it ping just on your New Patient Appointments)
      •  &serviceName=Facial%20Epidermal%20Chemical%20Peel
        &practName=Dr.%20Harrison%20Ford%2C%20MD
        &apptTime=01%3A30%20am&apptDate=Wed%2C%2024%20Apr%202024
        &providerName=OptiMantra%20Wellness%20Center
        &apptDuration=undefined
        &first=Test&last=Patient&email=test%40Optimantra.com&ph=000-000-0000&dob=2000-01-01&gender=Male
        &address=1234%20Main%20St&city=Springfield&state=Alabama&zip=22291&ssn=&insurance=&insuredIDNum=&insuredGrpNum=&selPatId=-1
      • DO NOT COPY THESE LINKS - this is for illustrative purposes only. You need to copy your booking link from your website.

 

 

  • Then, in Google Tag Manager, create or edit your trigger:
    • In Google Tag Manager, click Tags > New and enter a name for the Event tag at the top (e.g., "OptiMantra Online Booking")
    • Next, create a trigger to send the event when someone clicks the button
      • Click the Triggering box
      • Click + on the top right
      • Enter a name for the trigger (e.g., "Trigger - OptiMantra Booking Confirmation Page Views")
      • Specify the Trigger Type as a “Page View”
      • Choose for the trigger to fire on “Some Page Views” as demonstrated in the screenshotCreate a new GTM Trigger
  • Now we configure the event so choose “Page URL” in the first box, and “Contains” in the second one, and then you copy and paste your core URL from your online booking confirmation page into the contains field

  • Save the trigger and publish

 

Lastly, add and save your Tag in OptiMantra under Settings > Marketing > Conversion Tracking > Google Tag Manager

  • When a client goes through and gets to the online booking confirmation page (that is, they've successfully completed online booking), the pixel will be registered in your Google Analytics

 

Tracking UTM Parameters

 

As part of setting up GTM with online booking, you can pass UTM parameters (as well as other appointment parameters like provider, and patient information) through the URL to track your ad sources

  • You can use UTM parameters to pass information on click source through OptiMantra,
  • If you send someone to OptiMantra's online booker with UTM parameters in the URL, those will be preserved through the final page
  • And then sent back to your GA4 (you might need to tweak the way you have GA4 set-up to read the parameters)
  • This will allow you to track traffic from different sources to your online booking

 

There are five types of UTM parameters you can add to your content to help you track traffic. Each one has its own job to do, and the more you use, the more your analytics platform will be able to show you:

 

  • 1. utm_source
    • This tag identifies the source of your traffic (e.g. Facebook, search engine, etc.). For example, if the user arrived to your website by clicking through a Google search engine result, the tag would read:
    • utm_source=google
  • 2. utm_medium
    • This UTM code specifies the medium, like CPC or newsletter, for example. If your source is Facebook, you might use the label “social” to indicate the traffic came from social media. Below is what the tag would look like in this instance:
      • utm_medium=social
  • 3. utm_campaign
    • This parameter indicates the campaign that the URL is part of. This might be an identifier like a tagline – e.g. “launch02015” or “website-redesign.” Example:
    • utm_campaign=website-redesign
  • 4. utm_content
    • This is where things get granular. If you have, for example, two different calls to action in one piece of content, you can use this tag to tell your analytics tool which one is more effective. E.g.:
      • Click the first green button and you’ll be redirected to a page with this URL: utm_content=salary-alert-1-viewcompany-national
      • Click on the second green button and you’ll be directed to a page with this URL: utm_content=salary-alert-1-allsalaries
    • These URLs are part of the same campaign and come from the same source and medium, but the piece of content is different. The UTM parameter “utm_content” indicates this difference.
  • 5. utm_term
    • This UTM parameter is important for identifying the keywords that drive clicks via a paid search campaign. Here’s an example from scheduling tool Calendly.
    • The “utm_term” tag here shows that “calendar scheduling tool” was the key phrase responsible for generating this click.

 

There are two ways to send parameters to OptiMantra :

 

1. If you are sending patients directly OptiMantra, make sure you add the UTM parameters directly into your embedded link - e.g., directly into your Facebook ad link

 

2.If you are linking to OptiMantra from your website, you will need to 

  • i) make sure UTM parameters are saved as patients navigate across pages within your website, and 
  • ii) add a DYNAMIC URL to your website booking link button so UTM parameters are preserved as the patient clicks through to OptiMantra
    • Websites do not automatically pass UTM parameters to third party sites like your Opti booking, you need to set this up with someone who knows Javascript coding
    • Here are instructions on how to dynamically pass UTM parameters to a button
      • https://www.sitepoint.com/get-url-parameters-with-javascript/
      • Short version: https://discourse.webflow.com/t/pass-url-parameters-to-button/134171/4


 

The Background on Conversion Tracking

Adapted from https://www.digitalmarketer.com/blog/what-is-tracking-pixel/

What is a Tracking Pixel? Marketing pixels, aka tracking pixels, are essentially these tiny snippets of code that allow you to gather information about visitors on a website—how they browse, what type of ads they click on, etc

This data helps marketers send users paid ads that are likely to be most interesting to them; tracking pixels are also used to measure a marketing campaign’s performance, track conversions, and build an audience base

There are two types of pixels:

Retargeting Pixels - Retargeting pixels are focused solely on the behavior of your website’s visitors (not the type of Pixel we're capturing above with OptiMantra). 
For example, let’s say you’re shopping online for new furniture and then you go onto an entirely different website, like Facebook, and notice that all of the pop-up ads are furniture related. That’s how retargeting pixels work. They’re basically monitoring your behavior in order to tailor paid ads they think will catch your attention on other websites.

Conversion Pixels - A conversion pixel comes into play once a purchase has actually been made - they are responsible for tracking sales from a specific ad campaign - this is the type of pixels we are looking at with OptiMantra! We want to be able to show you how your marketing campaigns on Facebook and Google are translating explicitly into new bookings on the Online Scheduler.)

  • In order to gather correct data, conversion pixels need to be placed within the code of an order confirmation page such as an automated “Thank You” you typically find in your inbox after buying something.
  • Conversion pixels also allow marketers to identify the source of their conversions and measure the success or failure of specific campaigns.

 


 

 

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