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Morgan_Corbett
Morgan_Corbett
Level 3
August 4, 2017
Question

Two program successes

  • August 4, 2017
  • 1 reply
  • 3000 views

Question for the community:

We are tracking all of our online advertising campaigns through programs in Marketo. In this program, we count success in two ways:

  1. Those who visit a webpage (based on query string contains UTM parameters"
  2. Those who convert by filling out a form (based on UTM parameters)

If people do BOTH, then will they have two types of "success" in this program? Just looking for confirmation or clarification.

In the RCE model, should I be using the "Success (Total)" metric to track?

Thanks in advance.

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1 reply

Dan_Stevens_
Dan_Stevens_
Level 10
August 4, 2017

The majority of visits to the LP will probably be anonymous users and won't qualify for the first campaign; and won't be known until they submit the form.  If you have your program statuses setup like:

20 - Clicked ad - visited landing page

30 - Filled out form - converted

Then the first program status those users will receive is the second one.  Since you can't go backwards, those users will never receive the first program status - even once they become known. 

    Morgan_Corbett
    Morgan_CorbettAuthor
    Level 3
    August 4, 2017

    Dan,

    Thank you for your insight. A couple of questions for you below:

    1. Assuming the person is an existing user in our database, they would have success for both "20-visited webpage" AND "30-Filled out form" correct?

    2. Would it make sense to setup a smart campaign in the advertising program with the following criteria to collect information about the unknown users?

    • Trigger: fills out form any AND
    • original referral contains UTM parameter string for the paid campaign

    The flow step would set the new advertising program status to "20-visited webpage"

    Let me know what you think. Thanks!

    Dan_Stevens_
    Dan_Stevens_
    Level 10
    August 4, 2017
    Assuming the person is an existing user in our database, they would have success for both "20-visited webpage" AND "30-Filled out form" correct?

    Correct

    Would it make sense to setup a smart campaign in the advertising program with the following criteria to collect information about the unknown users?

    • Trigger: fills out form any AND
    • original referral contains UTM parameter string for the paid campaign

    The flow step would set the new advertising program status to "20-visited webpage"

    I would use this for both known and unknown users (when they submit the form, they'll all be known).  But I would give credit to the highest program status - in this case, 30 - Filled out form (since they did both). 

    BTW, when constraining form submits to URL parameters, use the "Querystring" constraint (not referrer).  "Referrer" refers to the page containing the form - your landing page.

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