Tracking Organic, Direct, Paid, Social Sources from form submits into Marketo | Community
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A
Anonymous
June 2, 2016
Question

Tracking Organic, Direct, Paid, Social Sources from form submits into Marketo

  • June 2, 2016
  • 3 replies
  • 6191 views

Hi again,

I've seen various requests on this one, but no really complete answer - maybe I missed something.

we are starting to set up UTM parameter passing from social sites, but we need to be able to track the different sources that Google Analytics shows up - so: -

google / organic

(direct) / (none)

I'm not clear in which field/querystring? this data is available.

we also have some forms coming to us from the website directly via one of the Marketo API connectors - so again not really sure the information I need is even being passed.

Imagine you're talking to an idiot when you reply!

:-)

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3 replies

Jenn_DiMaria2
Jenn_DiMaria2
Level 10
June 2, 2016

You will need to define the hidden fields in the form.

For example, I pass my campaign Campaign information into a "Lead Source Additional Info" field I've set up in Marketo. The field setup on the form looks like this:

PS: It's worth noting that Google's Source/Campaign aren't what gets pulled into those fields. UTMs are user-defined.

pavel_plachky
pavel_plachky
Level 5
June 2, 2016

Hello Michael,

the question of lead source attribution is a complex subject that can easily take 6-18 months to implement, or perhaps even longer. See for example Josh Hill's Marketing Maturity Model where he has source attribution at month 36. That is why you will not see a conclusive answer on the community.

You may want to engage an experienced revenue consultant to help you go through the process.

Best luck,

Pavel

A
Anonymous
June 2, 2016

Ok - fair enough - maybe I wasn't clear - I don't want a strategy defined for me - what I want is to know how to track the querystring itself - so it's a technical question - does the querystring get passed automatically with all form submissions or does it need to be set up as a hidden field on the form?

Jenn_DiMaria2
Jenn_DiMaria2
Level 10
June 2, 2016

It needs to be set up as a hidden field on the form.

A
Anonymous
June 2, 2016

Thanks guys,

how does that work for an organic search or for someone who just comes directly to our website?

I'm told that Hubspot captures Organic as asource and am wondering how we tackle that in Marketo?

Jenn_DiMaria2
Jenn_DiMaria2
Level 10
June 2, 2016

You would need to set that up in a Smart Campaign that essentially says if the referral link is Google, to change the Lead Source to organic. Of course, you'd have to apply Constraints to make sure it's properly attributed.

Check out this post in the Community: Lead Source - Tracking traffic sources

A
Anonymous
June 2, 2016

Ha ha!

– saw that one already and it looked complicated – so I was hoping for something simpler!

I’ll give it a go…

Thank you

:-0

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