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Hank_Hansen
Hank_Hansen
Level 5
October 12, 2015
Question

PPC attribution

  • October 12, 2015
  • 2 replies
  • 3577 views

For those working with PPC campaigns such as AdWords, Bing, Facebook, how do you handle campaign attribution in Marketo?

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2 replies

Josh_Hill13
Josh_Hill13
Level 10
October 12, 2015

Hi Hank,

There are some threads on this. There are several ways to manage this, usually I recommend all of them together:

  • Program Channel = PPC
  • 1 Program per Ad Group or per page (depends on how granular you want)
  • Use UTM parameters and hidden fields on the forms. You may also have to look up the javascript to retain the UTMs across pages. Drop the UTMs into Last Touch fields and populate FT fields as appropriate.
    Hank_Hansen
    Hank_HansenAuthor
    Level 5
    October 12, 2015

    Thanks Josh - I figured as much. I'm trying to avoid going down the wrong rabbit holes. I'll take a look at the threads on these topics.

    Mike_Reynolds2
    Mike_Reynolds2
    Level 10
    October 12, 2015

    Hank,

    Josh has some good recommendations. If you end up going with UTM parameters, this article could be helpful:

    Tracking Lead Sources

    Hank_Hansen
    Hank_HansenAuthor
    Level 5
    October 12, 2015

    Thanks Mike - I am using UTMs.

    A
    Anonymous
    December 15, 2015

    Hey Hank, a lot of Marketo customers are using Bizible for tracking attribution of PPC campaigns. It has an API connection to ad networks (like AdWords) and automatically reads UTMs to develop multi-touch picture of the source of demand.

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