This glossary explains key terms related to leads and their journey in Meritto. Understanding these terms will help you navigate the platform efficiently.
A lead refers to any individual who has provided their contact details or engaged with your institution through various digital touchpoints. While not all leads indicate immediate intent, their interactions demonstrate a level of interest that can be nurtured through structured engagement.
Lead generation occurs through multiple channels, including:
Capturing and managing leads efficiently enables organizations to optimize their engagement strategies and drive conversions through a structured qualification process.
Lead Origins: What is the channel of your Lead?
Lead Origin represents the channel through which a lead is created. It identifies where the lead has come from, enabling accurate tracking and analysis of lead generation channels. Tracking lead origins is essential for resource allocation, performance analysis, and optimizing channel expenses like chatbot, telephony, marketing pages. Understanding which channels drive the most valuable leads helps in refining acquisition efforts and improving engagement workflows.
Meritto categorizes leads into 6 types of origins for better tracking and analysis:
- Offline: Leads uploaded manually or imported from external sources.
- Online: Leads generated from digital channels such as landing pages and websites.
- API: Leads acquired through integrations, including database syncs and connectors (Facebook, Google, CRM integrations).
- Telephony: Leads created by counselors during or after an inbound/outbound call with a valid email and mobile number.
- Widget: Leads captured via inquiry forms embedded on the institution’s website using Meritto’s form solutions.
- Chat: Leads sourced from live chat interactions or chatbots (e.g., Niaa).
Accurately categorizing and analyzing lead origins helps streamline lead management, improve attribution accuracy, and enhance overall conversion strategies.
Traffic Channels: What is the Path of your lead?
Traffic Channel refers to the medium through which leads are directed to a website or landing page before submitting their details. Tracking traffic channels provides insights into the effectiveness of different marketing campaigns and helps optimize lead acquisition strategies. Understanding traffic sources allows institutions to analyze where their audience is coming from, which channels drive the most engagement, and how to refine marketing efforts for better conversions.
Types of Traffic Channel:
- Direct: Leads who visit the website or landing page by typing the URL directly into the browser.
- Publisher Campaigns: Leads generated from pages containing UTM parameters such as utm_source, indicating traffic from a publisher campaign.
- Social: Leads who land on the page via social media platforms like Facebook, Twitter, LinkedIn, etc.
- Organic: Leads arriving from search engine results (Google, Bing, etc.) after performing a search query.
- Referral: Leads coming from an external non-search engine website that contains a backlink to the institution’s landing page. In simple terms, referral traffic refers to marking visits to a website that come from external sources. A lead is considered as referral when they arrive on the website without any specific UTM source information and without coming through organic search. If the dynamic tracking code is not properly placed or functioning, then the lead is mapped under "Referral."
- Others: Leads from tracking mechanisms other than UTM parameters.
- Telephony: Leads manually added by a counselor during or after a phone conversation with the user.
- Offline: Leads uploaded into the system from backend operations.
- Paid Ads: Leads originating from digital advertising campaigns, such as Google Ads, Facebook Ads, and display banner ads that direct traffic to the landing page.
- Chat: Leads interacting with Meritto’s chatbot (Niaa) and providing contact details such as email or mobile number.
Accurately tracking traffic channels helps institutions assess the impact of different marketing efforts, identify high-performing acquisition sources, and optimize lead generation strategies effectively.
Difference Between Lead Origin & Traffic Channel
Lead Origin and Traffic Channel are two distinct metrics used to track lead generation and visitor sources.
Lead Origin identifies the specific source where a lead was generated or acquired while Traffic Channel refers to the broader medium or platform that directs visitors to the website or landing page.
Example:
If a lead clicks on a Google Ad and submits a form:
- Traffic Channel = "Paid Ads" (indicating the lead came from an ad campaign).
- Lead Origin = "Google Ads" (indicating the specific ad that converted the visitor into a lead).
Key Difference is that Lead Origin tracks who or what converted into a lead (e.g., Google Ads, Facebook Connector, Chatbot) while the Traffic Channel tracks where the website traffic is coming from (e.g., Paid Ads, Organic, Social).
Both metrics work together to provide deeper insights into lead acquisition and marketing effectiveness within Meritto CRM.
Lead Manager @Meritto
The Lead Manager module in Meritto CRM serves as a centralized repository for all leads entering the system, regardless of their source. It provides a structured listing of leads, enabling efficient tracking and management.
PTSL Concept
The PSTL framework in Meritto CRM is used to track the unique sources through which a lead registers. PSTL stands for:
- Primary: The first source through which the lead registered.
- Secondary: The second unique source used for registration.
- Tertiary: The third unique source used for registration.
- Latest: The most recent source through which the lead registered.
How PSTL Works?
Each time a lead registers via a new and unique source, the system logs the event as a combination of Source/Medium/Campaign. The latest registration source is always updated, ensuring an accurate record of lead acquisition channels.
Example:
A lead registers for the first time via a Facebook Ad → Stored as Primary Registration Campaign.
The same lead later registers via a Publisher Campaign (e.g., College Dunia) → Stored as Secondary Registration Campaign.
Since both registration attempts came from different unique sources, they are logged under Primary and Secondary respectively. The most recent registration attempt updates the Latest Registration Campaign field.
PSTL tracking helps in understanding lead behavior across multiple touchpoints and provides insights into the effectiveness of various lead acquisition channels.
Untouched Leads
Untouched Leads refer to leads that have not had any actions performed by a counselor. This means no follow-ups, updates, or interactions have been logged against the lead since its registration.
Lead Column Field: Data Captured in Meritto
Different fields in the system that are filled w.r.t the lead can be classified as:
- Lead Input Data: Fields filled by leads. Lead Input Fields are:
Lead nurturing involves converting interested leads into admissions through effective communication via email, SMS, WhatsApp, and calls. Meritto provides various lead nurturing methods to optimize your engagement and maximize conversions.
Lead Registration Attempts
Count of attempts made by the lead to register via same or different traffic sources.
By understanding these key terms, you can effectively manage and nurture your leads within Meritto.