What is the impact of knowing the traffic source on the success of your GTM?

To answer this question, we need to look at two chains of thought: some say, ‘We’re happy to know the source of the traffic at a platform level,’ and then there are those who want to know the source of the content that produces this traffic.

In this blog, we will explore different aspects of the two chains of thought and their pros and cons.

Strategy 1: Knowing JUST the source of the traffic at a platform level

Let’s start by defining a few key terms – 

  1. Traffic: visitors to your intended webpage 
  2. Source: the last touch point before they landed on the intended webpage 
  3. Platform level: platforms like Twitter, LinkedIn, YouTube, Facebook, Quora, etc. 
  4. Metrics: knowing the breakdown of traffic at a platform level by % or absolute number with no respect to actual conversion from this traffic.

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Strategy 2: Knowing the source of the traffic at a content level

  1. Traffic: visitors visiting your intended webpage 
  2. Content Source: the last piece of content and platform the visitor interacted with before visiting your intended webpage 
  3. Content Level Metrics: Engagement the content received so far. 
  4. Platform level: the platform where the content is published.
  5. Conversion Metrics: metrics like signups, Forks & Stars on Github, subscribers to YouTube, followers to Twitch.

How does one capture this information currently?

Strategy 1: Knowing JUST the source of the traffic at a platform level

There are two different sets of tools available that can track the origins of the traffic to your intended webpage: – 

  1. First set of tools would give you an overall breakdown of traffic sources to your website, such as Google Analytics, Plausible, Fathom, Posthog, Mixpanel, Amplitude, etc. These tools help the website owner answer one key question: ‘How do visitors find my website’? The most common manner of reporting on such tools is –
    1. Google defines them as follows:
      1. Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com).
      2. Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (CPC), web referral (referral)
    2. Source/Medium is a dimension that combines the dimensions Source and Medium.
      1. Examples of Source/Medium include:
        1. google/organic
        2. example.com/referral
        3. newsletter-2019/email
    3. These tools fail to provide hard conversion data owing to this traffic.
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  2. The link shortening tools are the second set of tools that give traffic source-level data. These tools do a slightly different job. They tend to report on how often your shortened links have been clicked. For example, if you shorten a link to your blog on Bitly and post it on Youtube, Twitter, and LinkedIn, Bitly will give you the number of clicks you may receive from these platforms but NOT the conversion metrics, i.e., sign up, forks/stars/ subscribers to YouTube, etc. So, you’re left in a quandary as to which platform converted most traffic to your website. 
    1. In this case as well, while you can technically use link-shortening tools to tell precisely which tweet, post, or thread is driving more clicks, getting this level of granularity requires you to have a unique UTM parameter attached to each link for each place you will put the link into, which is time-consuming and cumbersome to maintain.
    2. There is another category of reporting that happens at a content level. These are content impression metrics. Native analytics on third-party platforms such as YouTube Analytics X, or LinkedIn Analytics give you a considerable amount of information about each piece of content that you publish on their website.

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X, for example, gives me an exact breakdown of visitors interacting with my content and the engagement rate with each piece of content. This, however, still fails to give the crucial count of link clicks and then signups via the website owing to a specific tweet. 

To summarise Strategy 1: 

  • You can track the traffic coming to your website via tools such as GA.
  • You can get content level click data to a website from tools such as Bitly, BUT it gives no information on conversion like signups and is time consuming to set up tracking for individual pieces of content.
  • You can get content level impression count from platform level native analytics such as X Analytics. 
  • However, none of them or even a combo can answer the key question of how my blogs/tweets/posts/videos lead to signups/conversions. This leads to an incomplete picture of the GTM strategy. You don’t know what’s working and what isn’t. 

Strategy 2: Knowing the source of the traffic at a content level

Krunch, as a tool, focuses on measuring the conversion (signups) of your visitors from the specific blog/tweet/post/video/ad you have published. 

Krunch uses the ability to track links and a small piece of JavaScript that gets embedded in your website. So, when a visitor clicks the tracking link in your content, Krunch can pick up the content, platform, and destination of the visitor. The subsequent javascript embedded in the targeted website then tracks the click on the ‘call to action’ button, such as Sign Ups. It allows Krunch to paint the entire end-to-end picture of answering the key question: How is my content leading to more signups/forks/stars/subscribers? And it’s impact on your GTM strategy. 

Why is this so important? And more so for DevTools?

Devtools naturally market to a developer audience. Their GTM strategy revolved around:

  • Content led growth
  • Product led growth 
  • Community-led growth. 

Developer Relations folks and developer marketers tend to nurture their developer communities and regularly share content with the communities. Sometimes, the nature of the content is associated directly with the company it represents, and sometimes, it may be content that is simply helpful to the community. 

The objective of sharing this content is that developers learn from content. They respond less to mass ad-based marketing. Developers need content that they can learn and use in their workflow. Developer-focused content can often be in the form of – 

  • Blogs
  • Technical/API Documentation
  • Youtube/Twitch videos
  • Tutorials
  • Demo code on Github
  • ‘How To’ guides

This content is then shared in developer communities across – 

  • Slack/Discord
  • Github
  • Youtube/Discord
  • X/Facebook/Instagram/LinkedIn
  • Newsletters/email

As a dev tool, content is key to the GTM strategy. The developer audience can learn from these varieties of content; therefore, knowing which content drives developer signup becomes the de facto go-to metric. The current set of tools doesn’t allow for this end-to-end, transparent tracking of content to sign up. That’s where Krunch comes in. Krunch can very easily create unique tracking links for each piece of content being published and distributed on different platforms. Krunch can then pick up developer engagement with each piece of content for each platform and track the number of users signing up for the respective service based on the content interactions. 

Here are a few examples of Devtools using Content-led growth to acquire developer signups –

Contentful – has a host of developer content in the form of blogs, discord communities, videos, and meet-ups. It’s essentially to know which medium and which content in that medium will convert most users so future effort and budget can be invested accordingly.

Supabase is another great example of a wide variety of dev content where documentation is segregated into Product, Client Libraries, API, Communities, and Self-hosting. Knowing which of these avenues can convert developers into users, helps them invest their efforts in high-ROI tasks.  

Snyk is all about developers. They have produced a wide range of developer-centric content that allows them to cater to a wide range of developer audiences. The developer user base can pick up the content relevant to their requirements, learn, and become a user of that product.

Conclusion

Having Kruch to track the conversions from content helps you identify which type of content works for your developer audience.

The advantage of using a tool like Krunch to an early stage and growth stage DevTool start-up is –

  • Firstly, they get to identify a clear ROI on each piece of content published in terms of the number of visitors and signups it can drive. 
  • Secondly, for any business, knowing where to invest in your GTM strategy is important to get the most out of your investment. 

Krunch allows you to create the metrics that accomplish both these goals. 

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