How to Analyze Performance on Mutiny Assets

We recommend using an external analytics tool like Google Analytics or Adobe Analytics to get an even deeper understanding of your assets' performance. 

This guide covers simple, effective ways to track traffic, engagement, and conversions using your existing marketing, ad, and CRM tools.

What “Performance” Means for Mutiny Assets

When analyzing asset success, it helps to track three main categories:

Set Up Your Tracking Foundation

1. Add a Tag Management System (TMS)

If your site uses Google Tag Manager (GTM) or Adobe Launch, add the same container snippet to your Mutiny pages.

• Add Analytics Tracking to Your Mutiny Assets

This ensures your standard analytics, ad, and CRM tags work consistently.

Why it matters:

All pixels, tracking scripts, and consent preferences can be managed in one place.

Resources:

• Adding Google Tag Manager to a site
• Adding Experience Platform Launch to your site

2. Use UTM Parameters for Attribution

UTM parameters help you identify where traffic came from and which assets drive results.

Always include at least these three:

Example URL:

<https://discover.yoursite.com/q1-demo/account-name?utm_source=linkedin&utm_medium=paid&utm_campaign=mutiny_q1-demo>

These parameters can be read by most ad platforms, CRMs, and reporting dashboards.

3. Honor Consent Preferences

If your site uses a cookie or consent banner, make sure it loads on your Mutiny pages too.

That ensures user preferences for analytics and advertising cookies are respected across your site and asset pages.

Measure Traffic & Engagement

1. Use Your Ad Platforms

Your ad platforms (Google Ads, Meta, LinkedIn, etc.) will automatically attribute visits and conversions if:

• The correct pixel is placed on your Mutiny pages
• asset URLs include UTM parameters

This lets you measure:

• Clicks → Visits → Conversions
• Cost per conversion
• Return on ad spend (ROAS)

Common pixel setup links:

• Google Ads Tag with GTM
• Meta Pixel Setup
• LinkedIn Insight Tag

2. Track Engagement with Tag Managers

You can use a tag manager to record on-page activity such as:

• Button or CTA clicks
• Form submissions
• Scheduler bookings
• Scroll depth or time on page

These interactions help you see which assets drive meaningful engagement, not just visits.

If your team doesn’t have a centralized analytics tool, you can:

• Push events to your ad platforms (for optimization)
• Send engagement data to your CRM (for lead scoring)

3. Track iFrame (Embed) Interactions

Mutiny’s Embed Block uses an iFrame, which requires special handling to track in-page events like form fills or clicks inside the embedded content.

To track these:

• Use postMessage inside the iFrame to send event data to the parent page
• Use a listener in your TMS or script to capture that message and trigger tracking events

Resources:

• Tracking iFrames in GTM
• Tracking iFrames in Adobe Launch

Track Conversions

1. Define What a Conversion Is

Examples:

• Form submission (lead captured)
• Scheduler booking (meeting set)
• CTA click leading to your website

Pick one primary conversion per asset page to measure consistently.

2. Send Conversion Data to Ad Platforms

Each major ad platform offers a conversion pixel or event tag.

You can configure these to fire on your chosen conversion action.

3. Pass Asset Data to Your CRM

For lead-based tracking, pass UTM or click ID values (e.g. gclid, fbclid) into hidden form fields so that your CRM can attribute leads correctly.

Examples:

• UTMs in HubSpot Forms
• UTMs in Marketo Forms

This lets you connect marketing assets to pipeline and revenue in your CRM.

Review & Optimize

Once you’re collecting data:

1. Compare visits, engagement, and conversions by asset.
2. Identify which assets drive the highest conversion rate.
3. Use those insights to guide future personalization and ad targeting.

You don’t need a complex analytics stack — just clear tracking and consistent naming.