We have a form on our website that gates a piece of content. In the past, I have created a “Gated Content” program which listens for form fill out then sets acquisition (if empty) and sends the email with the link to the asset.
However, while the actual asset acquired the lead, various channels point to the gated piece of content (e.g., social media and digital ads). Did LinkedIn actually acquire the lead or the asset itself? Did the ad on the third party website acquire the lead or the asset itself?
For example, should I set up a “Social Media” program for this particular campaign and the acquisition program is the social media program (fills out form with referrer that includes the UTM parameters of social and the campaign)? Likewise, should I set up a “Digital Advertising” program for acquisition where the campaign listens for the referrer with the digital advertising UTM parameters? Doing it this way, we can add costs of the program and get cost per lead. We can also have more detailed reporting under one program.
I’d still need the “Gated Content” program since leads can find the page without UTM parameters – organically. Also, there can be other efforts I am not aware of pointing to the page.
Am I overcomplicating the whole “Acquisition Program”? What strategy is your company using for setting acquisition for effective reporting?
The way I would approach this is to stamp your gated content program as the acquisition program and use the channel through which a person landed on your content page to allocate a Lead/Person source. That way you can make great cross-sections of which combinations of content vs channel you are most successful with.
Thanks, @Katja_Keesom! We have a lead source program in place, so it sounds like I am over complicating this. I appreciate your suggestion of having the gated asset as the acquisition program. Within that, we could then create smart lists for the channels to see which are most successful in getting the leads to download the content (or whatever the CTA is on the page).
I will save the social media programs for when I have list uploads only. I have programs for web page forms and gated content for which channels drive to for downloads/demo sign ups.
Anyone else from the community take this same approach?