2 Part Question: Best Practices for Setting up Paid Ad Programs or using PMCF for UTM tracking | Community
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LizNg2
Level 3
September 28, 2024
Question

2 Part Question: Best Practices for Setting up Paid Ad Programs or using PMCF for UTM tracking

  • September 28, 2024
  • 1 reply
  • 2095 views

Hello Community,

We are exploring more paid digital ad campaigns (ie. LinkedIn, Google) and looking at ways how others are setting up their programs in Marketo. We have tried a few out, but looking to scale for the longer-term for program management and also reporting. Apologies for the lengthy post, a bit of context below.

 

- We are looking to run a few different LinkedIn ads (some using OOTB LinkedIn Lead Gen Form and others pointing back to Marketo LP, or website page)

- The ads that point back to a website page, and afterwards they click on a contact us link (which is a Marketo page) we lose the attribution from the utm parameters because our marketo page opens up in a new window (with no utms). How can we attribute the form fill to the paid-ad? If we embedded a form directly on the page, would it pull in the utm values if we have hidden utm fields on the form? We are also hitting the same issue as we explored the lightbox option, because we also lose attribution from the paid-ad when the lightbox houses the Marketo form.

- we want to track lead source as paid-ads from LinkedIn and we are using UTM parameters for ads pointing back to a Marketo page. However, we are trying to understand is the best setup to be 1 Program per Paid Ad Campaign? Is it a new LP each campaign/each channel? How are others setting up their programs if they possibly have the same type of asset promoted on various paid channels and tracking lead source to the paid-ad?

 

 

We have also been investigating PMCFs however we do not use the Marketo to SFDC Campaign sync, we push people to SFDC Campaign through Add to SFDC Campaign flow step. We also do not use local forms (all global forms), we those limitations, are we still able to use PMCF to capture the utm values and sync the values to the Salesforce Campaign Member Object? or because we do not have the Marketo program and SFDC Campaign sync, it won't allow us to use PMCF?

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1 reply

SanfordWhiteman
SanfordWhiteman
Level 10
September 28, 2024

- The ads that point back to a website page, and afterwards they click on a contact us link (which is a Marketo page) we lose the attribution from the utm parameters because our marketo page opens up in a new window (with no utms). How can we attribute the form fill to the paid-ad? If we embedded a form directly on the page, would it pull in the utm values if we have hidden utm fields on the form?

My answer on this other recent thread applies here.

 

We are also hitting the same issue as we explored the lightbox option, because we also lose attribution from the paid-ad when the lightbox houses the Marketo form.

There’s no reason for a lightboxed form to have any different attribution than an inline form. Did you truly use Marketo’s lightbox option? Or did you put the form embed in an IFRAME (very different)?

 

We have also been investigating PMCFs however we do not use the Marketo to SFDC Campaign sync, we push people to SFDC Campaign through Add to SFDC Campaign flow step. We also do not use local forms (all global forms), we those limitations, are we still able to use PMCF to capture the utm values and sync the values to the Salesforce Campaign Member Object? or because we do not have the Marketo program and SFDC Campaign sync, it won't allow us to use PMCF?

Well, you can always use PMCFs regardless of your SFDC Campaign sync.

 

You can’t automatically sync Marketo PMCF values to SFDC Campaign Member custom fields unless you link SFDC campaign ↔︎ Marketo program using the built-in sync.

 

We have a custom setup at one client where we use a webhook to sync PMCFs to CMCFs, but it’s one-way (that is, from Marketo → SFDC) and doesn’t allow changes on the SFDC side.

L
LizNg2Author
Level 3
September 30, 2024

Hi @sanfordwhiteman  - thanks for the insights.

I would need to confirm whether the issue is with lighbox from Marketo or is through iFrame.

Interested in learning more about PMCFs as originally from the documentation, I thought we could only use them if we have the form locally at the program level and we only utilize global forms. Is there a way that we can still use PMCFs for global forms, do you also recommend PMCF to track UTM values? How is the webhook setup to push the data one way into SFDC? I am not well verse is creating webhooks so would need some guidance to discuss with developer.

I also wondering if you had any thoughts on program setup best practices for paid digital ads as I know with Marketo, many ways to set it up, but would prefer to get off on the right track early on. 

 

"Well, you can always use PMCFs regardless of your SFDC Campaign sync.

 

You can’t automatically sync Marketo PMCF values to SFDC Campaign Member custom fields unless you link SFDC campaign ↔︎ Marketo program using the built-in sync.

 

We have a custom setup at one client where we use a webhook to sync PMCFs to CMCFs, but it’s one-way (that is, from Marketo → SFDC) and doesn’t allow changes on the SFDC side."

SanfordWhiteman
SanfordWhiteman
Level 10
September 30, 2024

Interested in learning more about PMCFs as originally from the documentation, I thought we could only use them if we have the form locally at the program level and we only utilize global forms.

 Well, “use” has multiple meanings. 😉

 

You can still use PMCFs in a global forms environment using Change Program Data flow steps or via the API, but you can’t set PMCFs directly as form fields unless it’s a local form.

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