Most of our programs have a smart campaign to attribute the acquisition program when a lead is created by filling out a form. For example:
Program 1 - On-demand webinar with a form
Program 2 - Google Adwords where you click on a PPC ad with a custom URL that syncs with the hidden fields (lead source and lead type) on "on-demand webinar A" form
Here both programs are triggered. So which program gets the attribution?
whichever one is triggered earlier and finishes first.
So are you saying that I could click through on an Ad, visit a page, then fill out the webinar registration, but also get stamped as an AdWords lead and get sent to another program?
If so, you really need to consider the Offer-Channel method to setup programs in Marketo as Asset distribution instead of trying to tag Programs as Channel credits. You can't have it both ways. Look up the channel-offer revenue attribution method on google. You should find the articles.
I googled and found an article that you wrote. 😃 12 Steps to Setting Up Your Marketing Attribution in Marketo
Also found this article helpful: http://perkuto.com/blog/marketing-automation/marketing-attribution-model-for-marketing-automation#.V....
Will look into Offer-Channel method more! In the mean time, we are looking at first touch attribution and have hidden fields to grab utm parameters on the custom URL. Since the Adwords (Program 2) is capturing lead source, I changed the smart campaign logo of Program 1 to include filter-lead source is empty. That way there isn't a program acquisition conflict.