Performance Marketing Primer

Wefunder offers everything you need for a performance marketing campaign. - **Lead Generation** - Capture potential investors - **Retargeting Ads** - Re-engage interested visitors - **Channel Tracking** - Measure performance by source ## Important Wefunder Page References - Invest Page — wefunder.com/[yourcompany]/invest - Fundraising Page — wefunder.com/[yourcompany]/marketing - Extras Editor — wefunder.com/[yourcompany]/marketing/tools --- ## Lead Generation & Email Capture Two great options to start building your investor audience: ### Option 1: Use Your Own Landing Page **Builder Options** - **CRM Landing Pages**: Use built-in tools from Hubspot, etc. - **Low-Code Solutions**: Build with Webflow, Framer, or similar - **Website Integration**: Add to your existing site **Best Practices** Route investors directly to the Invest page after form submission to capture investments from your most interested visitors. **Technical Implementation** When directing users to the Invest page, build the button so it creates a URL like this: ``` wefunder.com/examplecompany/invest ?amount=1000 &prefill_email=sample.email@wefunder.com &utm_source=... &utm_campaign=... &utm_content=external_landing_page ``` **Pro Tips** - **Pre-filling Fields**: Adding investment amount and email reduces friction. - **UTM Parameters**: Essential for tracking traffic sources - grab them from the current visit. - **Content Tagging**: Mark `utm_content` as `external_landing_page` to distinguish traffic sources. ### Option 2: Use UTMs with Wefunder's Deal Page **Which user emails will Wefunder release?** We only share emails of users driven by **your marketing efforts** - not from users browsing the Wefunder marketplace. Our system identifies these users through one of two methods: 1. Users who click a link to your campaign that’s encoded with non-Wefunder UTM parameters AND it’s the first campaign they’ve ever visited. 2. Users whose emails are prefilled in the URL they click. **Option 1 — Simpler, but less coverage** For basic coverage, use links tagged with UTM parameters whenever you promote your campaign. If you’re unfamiliar, the URL Builder - https://wefunder.com/[yourcompany]/marketing/tools - will guide you through this process! **Option 2 — More complex, but higher coverage** To mark users as driven by your marketing: - Apply the `prefill_email` tag to any URL the user clicks - When using external landing pages, build this in automatically - For email campaigns using a CRM, pre-fill with variables: `prefill_email={user_email}` For example, this link is perfect for tracking “sample@wefunder.com” through your checkout funnel: ``` html wefunder.com/examplecompany/invest ?amount=1000 &prefill_email=sample.email@wefunder.com &utm_source=hs_email &utm_campaign=weekly_newsletter ``` If you’re sending from a CRM, it’s simple to prefill the emails dynamically, using a variable. **⚠️ Note:** Don’t worry if the email address turns from “support@wefunder.com” to something like “support%40@wefunder.com” once it goes through the browser. We account for that on our side. **Option 3 — Retroactive (not recommended)** A Wefunder Admin can upload your email list to our backend. All users with emails on that list will be viewable. This option should be used only as a back-up or band-aid, since creating well-tagged URLs is best practice. Reach out to your Account Manager --- ## Retargeting Ads Add your tracking pixels in the Marketing Tools page: - Meta & Google pixel requests will be approved quickly - For Google Tag Manager, add your tag and email [launch@wefunder.com](mailto:launch@wefunder.com) to confirm --- ## Track Channel Performance View results by channel on your Marketing page. For Google Analytics integration, add your GA stream ID in the Marketing Tools Editor. **Pro Tip**: We recommend using our Marketing Page over external analytics for most accurate data, since external tools won't reflect investment modifications (cancellations, amount changes, etc.)