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A
Anonymous
May 27, 2015
Question

Lead source tracking

  • May 27, 2015
  • 1 reply
  • 8314 views

Hi all,

Firstly, I know this question has been asked a number of times. However I wasn't quite able to get what I was after from the existing answers.

So, basically I want to know how I can track lead source in Marketo to show which website or source each lead has come from. At the top level this would be organic search, paid search, social, email etc. but I'd also like to be able to drill down and look at specifics, eg. LinkedIn, AdWords...

As a bit of context, at my previous company we used HubSpot and this data was collected automatically so I could look at a report and see the numbers for each overall lead source and look into this further if required to see the exact referring site (or campaign if UTM tracking codes were used). It seems this is not the case with Marketo, unless I've missed something?

If this is the case, what are the steps I'll need to take to set this up? And will I need to tag all links with UTM tracking codes or something similar? Or can Marketo identify the referring site automatically?

Thanks in advance!

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    1 reply

    Josh_Hill13
    Josh_Hill13
    Level 10
    May 27, 2015

    There are a ton of items out there and you need to piece it together to work for what you want to track.

    In the discussion right before this one, I linked to several articles that provide a lot of detail

    Lead Source as Hidden Field

    Creating a Marketing Attribution System

    A
    Anonymous
    May 27, 2015

    Thanks, I've had a look at those links and your Marketing Rockstar guide and they look like very useful info.

    Would you be able to clarify a couple of things?

    1) Would I need to always use UTM tracking codes for the attribution to work?

    2) Is there a way of tracking organic visitors?

    3) If visitors arrive at the form/landing page naturally, how are they tracked (or is it not possible)?

    Again, this may well have been answered elsewhere so I'll look around if so.

    Thanks again

    Edward_Unthank_
    Edward_Unthank_
    Level 7
    May 27, 2015

    Hey Ben,

    1) UTM tracking is something you should do regardless of Marketo hidden fields or not. Every inbound link you put out as a marketing initiative should fit into your UTM framework. That's what's going to tell you what's performing well, even if you're not looking at it yet, you will be in the future. UTMs have the added benefit of working in both Google Analytics and with a Marketo Lead Source Program.

    2) Organic visitors—you can use this by creating a smart list watching for the out-of-the-box stamped Marketo fields: "Original Referrer" and "Original Search Engine." Note that this only works for first touch because they're not overwritten.

    3) Based on the out-of-the-box Marketo stamping on leads as they're created, you have a few fields to work with: Original Referrer, Original Search Engine, and some others. Original Referrer is the real one you should use, because that's the most accurate you can get. You can make sure this contains the appropriate social sources, organic sources, or direct sources and label accordingly based on a Lead Source Program.

    Here's a guide I made that does exactly what you're talking about! Marketo Lead Source Guide

    Cheers,
    Edward Unthank | Founder, Etumos

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