Formerly Pardot user here. In Pardot, we were able to create custom vanity URLs for basically any kind of URL, including URLs from our website and landing pages hosted on Pardot. You can assign values to Google UTM parameters and then create a vanity URL so that the query string is not visible. This makes it easier read yet can track from the backend.
Does Marketo have a similar feature??
In emails, we have vanity tracking links. So, you can have UTM parameters on links in your emails and it would instead show up as something like go.company.com/a674b8
But we don't have a feature for link shortening any old link to use outside of Marketo emails. I've thought about it a bit, but we don't have any plans there at the moment. Log an idea if that's what you're looking for! Otherwise, the email functionality should probably be sufficient.