Marketing Tracking

Knowing how many leads a campaign generated is useful. Knowing which specific ad, keyword, audience, or channel drove each lead, and being able to connect that all the way to a vehicle sale, is what turns lead generation into a measurable, optimisable programme. Marketing Tracking in Driftrock captures UTMs, click IDs, and campaign metadata alongside every lead so attribution stays clean from first click to CRM.

What is Marketing Tracking?

Marketing Tracking is Driftrock's built-in system for capturing and storing the marketing context that generated each lead. This includes UTM parameters (source, medium, campaign, term, content), platform-specific click IDs such as Google's gclid and Meta's fbclid, ad names pulled directly from the ad platform, and any static values you want to hard-code against a specific campaign or event.

All of this is managed at the Capture level in Driftrock, with no need for manual tagging in spreadsheets or separate analytics tools.

Why use Marketing Tracking?

Without accurate tracking, it is impossible to know which campaigns are driving real business outcomes rather than just lead volume. Marketing Tracking gives you:

Full-funnel attribution. Connect each lead to the exact campaign, ad group, keyword, or source that generated it. When you add downstream conversion data (test drives, sales), you can calculate a true cost per sale per channel.

Automated, not manual. Dynamic tracking fields are pulled automatically from Meta, Google, TikTok, and other platforms, removing the risk of human error in tagging.

Tracking that survives page navigation. When a user clicks an ad, lands on your website, navigates around, and then fills in a form, Driftrock's website script retains the original UTM parameters throughout their session, so attribution is not lost if they browse before converting.

Long-term reporting. Tracking fields are retained beyond the standard 30-day PII window, so you can run ROI reports even after lead contact data has been deleted.

How it works

Tracking data is captured in two ways. Static values are hard-coded in the Capture setup. For example, you might hard-code

Lead_Source = Motor_Show_London

for an event campaign so every lead from that capture carries that label. Dynamic values are pulled automatically from the ad platform or from URL parameters. When a user clicks a Meta ad, Driftrock receives the ad name and campaign ID directly from Meta's API. When a user clicks a Google Search ad and lands on your website, Driftrock's script captures the gclid from the URL.

Once captured, tracking fields are mapped to Driftrock's standard format in the Mapping step, then forwarded to your CRM in the Destinations step alongside the lead's contact data. They are also available in Driftrock reporting, where you can filter and break down performance by any tracking dimension.

Getting started

Open a Capture in Your Captures and go to the Mapping step.

Add static fields for any hard-coded values (such as event name, lead source label, or campaign ID).

Map dynamic fields by linking incoming platform parameters (such as utm_source or ad_name) to the corresponding Driftrock standard fields.

In the Destinations step, map your Driftrock tracking fields to the fields your CRM expects.

In Field Settings, ensure the Visible toggle is on for any tracking fields you want to appear in Driftrock reporting.

For website forms using Driftrock's script, make sure the script is installed on your site and that cookie consent is configured correctly. Tracking data can only be retained for users who accept cookies.

Tips for getting the most out of Marketing Tracking

If tracking data is showing up in Driftrock but not in your CRM, check that the field is explicitly mapped in the Destinations step. Tracking fields are not forwarded automatically; they need to be mapped individually.

For Google keyword-level data, allow 3 to 6 hours after a lead is captured before expecting the keyword data to be fully enriched. Google's Ads API processes click data with a short delay.

For campaigns where you want to measure true cost per sale, make sure downstream conversion events (test drives, purchases) are flowing back into Driftrock so you can connect the tracking data to business outcomes in reporting.