# Performance Marketing Primer

> For the complete documentation index, see [llms.txt](/llms.txt).

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
Quick setup at wefunder.com/[your-company]/editor

## 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.)