How can you measure the results of your financial calculators?
In this article, we cover the analytics dashboard overview as well as how to set up UTM parameters.
- Pageviews (uniques & totals)
- Conversions: how many people are clicking the CTAs and going further down the funnel
- Engagement: how many people are actually using the calculator? We determine this by measuring Engagement as a visitor who has changed at least two inputs in the calculator,
The breakdown how each page is performing.
- Top pages: The pages that have the highest amount of traffic.
- Top destinations: The CTA destinations that have the highest number of conversions.
- We recommend using UTM content parameters only. This way it should not interfere with other campaigns coming to the pages, it will only get appended to existing UTMs from advertising or campaigns.
- Here's an example: https://www.XYZ.com/personal/rates/#home-loan-rates?utm_content=mortgage-calculator-apply
- Everything after "utm_content" should map to the calculator and the CTA so you understand where the clicks are coming from.
- For more info on UTMs, we're a good guide: https://ga-dev-tools.web.app/ga4/campaign-url-builder/
- You can add UTMs directly to the calculator's CTA URL when you edit calculators here (no need to click into the "Add parameters to this link:): https://app.signalintent.com/dashboard/calculators
In the platform, navigate to the "Calculators" section. From there click "Edit" and then under "Customize calls to action" you can open "Add UTM parameters to this CTA link"