Attribution for Digital Advertising

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Level 2

Attribution for Digital Advertising

We have content that lives on our resource center that captures organic download activity, and we have programs for each piece of content on the resource center. We also sometimes promote this same content via Digital Advertising. How do we ensure that the name acquired is attributed to the Digital Program and not the resource center program?

I did find the article below and tried to follow the setup but was a bit confused about "Program that Captured Name" in the Smart List. Would that be the resource center program, and then in the flow step it actually changes the Acquisition program to the Digital Ad program because it contained the query string?

Set Up Revenue Attribution for Digital Advertising Campaigns - Marketo Docs - Product Documentation

4 REPLIES 4
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Level 6

Re: Attribution for Digital Advertising

Pia Simeoni​ - Would suggest to label the collateral/content/assets as Resource Center - and then attribute the source/channel/medium into different fields. Digital would be one channel which caused this traffic, organic would be another. Erik Heldebro​ had written about how to achieve this here - First, Last and Multi Touch attribution for UTM parameters and auto tagging emails The query string methodology can be used to capture defined parameters.

How do we ensure that the name acquired is attributed to the Digital Program and not the resource center program?

We can attribute names acquired to Digital Medium, and not the Organic Medium - the program/campaign names shall still remain the same by this method.

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Level 2

Re: Attribution for Digital Advertising

Thank you Balkar Singh​. How is revenue attributed to the program then if we don't have a unique program for PPC?

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Level 6

Re: Attribution for Digital Advertising

Pia Simeoni​ - The method I mentioned in previous comment doesn't involve attributing revenue to a program. However, there are metrics and ways which can get you closer to that goal. This method is to store information on lead.

For getting closer to measurement of strategic metrics, there are some prerequisites which, thanks to Brian Law​ , has highlighted for Marketo and Opportunity data in SFDC here - Best Practices for Syncing SFDC Opportunities to Marketo – Part 2 and how to think about the models here - Attribution Exercises (Understanding Attribution)

Here's how you can build it - RCE Attribution Reporting Overview and Best Practices

There are add-ons which can do it as well, however RCE is the closest possible way to do it within Marketo.

Looking for more ideas!

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Level 2

Re: Attribution for Digital Advertising

Hey Pia,

If you go under Admin > Tags > Channels you should see your full list of program channels. I'm fairly certain you do have "Pay Per Click" and "downloadable content" channels that already exist in your instance. These programs then sync to SFDC as campaigns with the campaign type = PPC. Assuming the contacts are being attached to the opportunity objects, all revenue gained from your PPC programs as part of multi-touch attribution should be displayed on the campaign object within SFDC.