Some marketing automation tools include URL parameters to allow for custom information to be passed via a URL. The main reason you need this feature is to have multiple URLs pointing to a single location and tracked at each entry point for each lead.

Using multiple URLs to point to a single asset is commonly used for tracking which partner drives the most leads, tracking different channels’ effect on driving traffic to a specific event, and tracking multiple paid-search ads to a single landing page.

If your marketing automation tool does not support this feature, you can use the Google URL generator. Some of the more robust marketing automation tools allow you to integrate with the Google URLs to track extra data you want to pass along with your lead to make it easier to track multiple lead source elements such as source, campaign, medium, or type.

This allows you to set up a URL from which you can distribute and track leads coming directly from it. The additional information you add into the URL will follow the lead along, making it easier to track where the lead came from, segment more effectively on the additional information, and report more effectively as well.

The main reason to use additional URL parameters is to save time and make tracking and segmenting easier. The URL parameters can automatically add further information to a lead record. For example, if you created a URL that drove leads from Facebook for your white paper, you might want to add on to each lead record that it was a white paper campaign and came from Facebook.

All this information can be included in the URL so that when a lead clicks the link in Facebook, and then converts to download the white paper, the lead enters your system with all the information you need to prove the value of your efforts.

The following shows the Help page from Google to help you set up your URL. Google’s tool makes setting up the URL very easy and opens your reporting doors much wider than they were before.