Syncing spend from offline channels and campaigns

<aside> 👉 Pre-requisite Reading:

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The spreadsheet-based Sync Spend functionality can also be applied to spend that may not be connected to a website visit.

Example:

Headcount
Events
Webinars
Partnerships
Tooling

These types of costs are not tied to website visits, but are very important to track and include in ROI and CAC calculations.

To do so, we first want to determine UTM parameters for each of the cost line items that we want to sync.

As an example, if you wanted to sync Events, you might want to do something like below:

utm_source	utm_campaign	cost
offline_events	saastr_2024	$9327
offline_events	inbound_2024	$10103

Or if you wanted to sync Tooling, you might want to do something like below:

utm_source	utm_medium	utm_campaign	cost
marketing_tools	demand_gen_team	HockeyStack	$164271
marketing_tools	outbound_team	Outreach	$129742

In any case, before getting started, we recommend taking stock of all types of costs you might want to sync and determining a UTM structure that has set meanings for each UTM parameter. The recommended structure is as follows:

UTM Source = Broad Category
UTM Medium = Associated Team
UTM Campaign = Specific Line Item
- Ex: campaign name, event name, tool name, etc.
- If you will connect this to datapoints in other integrated platforms, you should use the same naming convention as other platforms
  - For example, if you have Salesforce Campaigns that you will be tracking spend for, you should add the full exact name of the Salesforce Campaign here.