Drip is a marketing automation platform which helps marketers run smart campaigns, according to subscriber behavior, profile, actions or any custom fields.

How the integration works

When you connect TrackingDesk and Drip, you can send conversion data to Drip. 

Drip will then attribute the conversions to specific campaigns, subscribers and automation. 

In simple words, it means that you will know who buys what, for how much and what was the source that generated such conversion.
Having this information in live, and across your marketing tools, will allow you to make decisions according to real dollars, as opposed to "opens and clicks" metrics.

What are the benefits of this integration

  • Tie conversion data to subscribers
  • Ability to further optimize Drip workflows and increase revenues
  • Generate life time value reports of your subscribers
  • Identify the marketing channels that drive the most revenues


Here is a simple use case:
You are an influencer and you promote various products such as LeadPages, Drip or some other products on your blog.

You drive traffic to your blog from several channels:

  • Social media 
  • Email marketing, 
  • PPC
  • SEO / direct traffic

You want to know which of your subscribers subscribed to one of those products and how much revenues they drove.

Prerequisites:

  • Have a Drip account (Start a free trial here)
  • Have a TrackingDesk account
  • Have a Zapier account.
  • Have an Impact Radius account

Most of the steps described below, will need to be done only once, and depending on your knowledge of Drip and Zapier, these steps will seem simple or not to you.

Settings in TrackingDesk:

Set Drip as a traffic source

This step is essential, as it will set the data structure of the incoming traffic.

#1 Navigate to the Traffic Source tab
#2 Select Drip from the predefined list
#3 Save


Add your blog URL to TrackingDesk

#1 Navigate to the assets tab and Add a new landing page
#2 Set your site details {name, URL, GEO target (add all countries)}
#3 Set the number of Call To Actions (CTA) {Call to actions will be linked to the offers / products you promote on your site}.

#4 Set the Call to Actions on your Landing page

If you previously added Impact Radius to TrackingDesk, you can skip this step

Adding an affiliate network in TrackingDesk is required as it will allow you to define the destination URL's of your campaigns and define the conversion goals you wish to track.

Click to enlarge the animation to see the different steps

Switch to your Impact Radius Account and navigate to the Leadpages campaign so you can add your postback URL's.
The postback URLs will allow you to receive conversions in real-time in your TrackingDesk Account.

Click to enlarge the animation to see the different steps

Let's connect everything:

In TrackingDesk: Navigate to the Campaign Tab

1 Select the Traffic Source Drip
2 Set
the GEO target to Global
3 You can skip all options and hit the Search button
4 Select and Add your site to the campaign assets.

5 Now link your Call To Action to the LeadPages offer link

6 Save your campaign

7 Grab your TrackingDesk tracking script and paste it in the head of your site

In Instapage, you would add the script in the html/css / head section.

If you are familiar with Google Tag Manager, you can also add the script as a custom html tag.

#8 Now this part is very important as this is an essential setting that will allow TrackingDesk & Drip to integrate through Zapier.

Select
the url parameter that you will need to add to all your broadcasts and automation emails.

?email={{ subscriber.email }}

For example, when sending a broadcast to promote the page

https://www.tracking.school/

You will need to set the URL in Drip as follow:

https://www.tracking.school/?email={{ subscriber.email }}

Now let's go to Drip to finalize the settings.

#1 Go to the Email settings section

#2 Click on the Google Analytics settings
Those settings will preset the UTM codes that will be automatically appended to every hyperlink present in your email campaigns or broadcasts. 

We don't necessarily agree with the logic behind each parameter, so you can change them as you see fit, but keep in mind that they will be recorded in TrackingDesk as defined in the Drip Traffic Source settings.
The missing feature here, is the ability to add a custom variable.

Here are the default settings in Drip

The most important of those parameters is the "Content" which will carry the subject line of the emails sent. For some reasons, the "Campaign" is not set for "automation emails", so you're free to update it with whatever value you see fit.

Note regarding #8 above: The parameter email={{ subscriber.email }} can be used instead of one of the default UTM parameters, but we do not recommend it, as it will be inevitably recorded by Google Analytics, which doesn't allow personally identifiable information (PII) to be recorded in standard UTM parameters.

The Corresponding Parameters in TrackingDesk settings:

#3 When you are satisfied with your UTM settings, you can save

#4 Now let's set configure the conversions in Drip.
You need to repeat this process for every type of conversion goal TrackingDesk can record and send:

  • cpc, cpi, cpa, cpl, cps
  • You can set a default conversion value if you want to
  • You should count every conversion - assuming you hope your subscribers will convert to more than one offer:)

In order to create a Zap (the  integration workflow), we need to generate a conversion in TrackingDesk, so that, the data format can be mapped through Zapier and then sent to Drip.

In other terms, we need to create a campaign in Drip, send an email and follow the campaign flow until a conversion has been generated in TrackingDesk. 

Create your broadcast and send it to yourself (assuming you are a subscriber on your own mailing list).

Assuming you already know how to use Drip, let's get to the step where we add a link in a broadcast email.
Remember: You must add the ?email={{ subscriber.email }} to the link.

Save your link and the broadcast, and send the broadcast.

Don't click or create the conversion just yet as we need to connect Zapier with TrackingDesk.

Let's connect TrackingDesk with Zapier

Once you click on your Zapier Invite URL, you will be prompted to create a Zap.

If you are not familiar with Zapier, a step by step video is available here.

# The Zap Trigger

#1 Select TrackingDesk

#2 Standard Zapier setup flow

#2.1 Select the trigger - Event (this is the conversion event)

#2.2 Select / connect your TrackingDesk account

#2.3 Create a token in TrackingDesk and add it to Zapier
#2.4 Then you will need to select the event type (conversion) and the Traffic Source you want to trigger the Zap.

#2.5 When you continue, this is where you will need to stop until you have generated a conversion in TrackingDesk

Let's check our emails to see if we received the broadcast.

And now let's hit the Call to Action to follow the conversion flow.

For the record, here is the final URL after you've clicked on the call to action in the email:

https://www.tracking.school/tools/drip?email=admin@tracking.school&__s=fduxsxsqep3as6fim2tw&utm_source=drip&utm_medium=email&utm_campaign=TrackingDesk+Zapier+Integration+setup&utm_content=TrackingDesk+Zapier+Integration+setup

You can clearly identify the parameters that were automatically appended by Drip, as well as the ?email=admin@tracking.school parameter. We will see those again in Zapier once we generate the conversion.


Let's click on the call to action to generate a conversion.
Note that one of the offers that we've setup in TrackingDesk has a CPC conversion type. It allows us to generate the conversion by simply clicking on the call to action, instead of doing a real signup.

Once we've clicked, TrackingDesk fires a conversions to Zapier with the conversion event data.
You can pull the data sample and look at all the information you can push to Drip.


Let's Click on the Continue button so we can move on to the Zapier setup.


So we've selected the Trigger Event in Drip, which is what corresponds to a conversion event in TrackingDesk.
The Action is where we push the conversion type generated in TrackingDesk. In the present case, it is the CPC type.
Note that any type of conversion in TrackingDesk will be sent to this field, whether it's a CPL, CPA, CPS, CPC conversion type. So there is no need to create a zap for each conversion type.

The properties of the conversion can now be added according to what you want to send to Drip.
We recommend the following parameters

  • Value - this is where we send the conversion value in cents (drip records value in cents not in dollars!!!)
  • transaction id - this is the conversion id in trackingdesk
  • product - the offer name or offer link name
  • content - the subject line sent by drip and recorded in TrackingDesk

Let's click on continue to send the data to Drip so we can visualize it.

Let's check in our Drip account how was the data recorded and how it impacted the subscriber data.
Open the subscriber card and check the activities to see the values and data that were sent by Zapier.

From now on, all conversions generated in TrackingDesk for this traffic source will be recorded in Drip.

Note (again): The email={{ subscriber.email }} must be added to your campaign URL in order for this workflow to work. 


That's it, you've integrated your TrackingDesk account with Drip, and you can now promote any type of products, offers or services and see the conversion data showing up in your Drip account, associated with your subscriber data, campaigns and workflows. 

If you did not get your Zapier invite, you can login to your TrackingDesk account and pick it up from the Access Token menu.

Note that the same type of integration can be done with Integromat

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