How can we keep UTM parameters sticky after form submission or when you click on logo?

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How can we keep UTM parameters sticky after form submission or when you click on logo?

Hello,

we are using UTM parameters to track activity from Google Adwords and we want to expand the usage to other channels (e.g. Social Media).

I have noticed the following behaviors for MKTO LPs:

Google Ad > land on MKTO page with UTM parameters > skip form and click on Talend logo (that points to website) > UTM parameters are lost

Social Media > land on MKTO page with UTM parameters > fills out form > land on website > UTM parameters are lost

https://info.talend.com/en_di_di_dummies.html?utm_medium=socialpost&utm_source=viadeo&utm_campaign=w...

Is there a way that we can keep parameters sticky? Our dev. team is saying that issue comes from Marketo and not Drupal.

Cécile

8 REPLIES 8
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Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

Hey Ceclie,

I had faced a similar concern when building out our lead tracking using URL parameters. Therefore, I switched to tracking via cookies instead.

With this, I've also created a custom javascript that turns the URL parameters into cookies when a visitor lands on our website so that way even if they go ad -> corp site -> marketo page -> form fill we're still able to track where they originally came from and and populate it at the time of the form fill.

This works even if they come to the site, leave, come back the next day, and then fill out the form.

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Level 10 - Champion Alumni

Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

Yes, you need javascript on all pages to handle this situation.


If you do a search for UTM and javascript, you will come across example code someone posted. Or have your web dev handle it.

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Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

Hi Cecile,

We have done it a couple of times, if you want to call me in.

Best regards

Grégoire

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Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

thanks Grégoire. I'll check with my dev. manager who is based in California and get back to you!

BTW "bonne année 2016"

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Champion Moderator

Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

I agree with Andy and we did the same thing (javascripting cookies). I also added hidden fields on my form to capture the original utm as well just to be sure... Something to be aware of, though, is utilizing cookie expiration. While, ultimately, how a lead first finds your website is important, but if they don't any action for 30+ days can you really attribute the source to the original? Or, your cookie could overwrite each time it changes (if they come from google originally, or social media after -- before filling out any form) you need to make sure you set expiration dates or overwrite properties to choose which source is the most accurate.

Good luck!!

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Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

For that reason, we used an expiration of 30 but are currently in discussion about shortening that timeline.

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Level 10 - Community Moderator

Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

I dunno guys... 30 days without another known source and I would credit the original UTM info.  Maybe what you want is is a brief multitouch history (not unlimited) which pops multiple values onto the field if they occur within a constrained timeframe.  Store each value along with its touch timestamp.

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Re: How can we keep UTM parameters sticky after form submission or when you click on logo?

Yeah that's one of the arguments in favor of the 30 day limit.

The counter for that was that because the cookies don't expire for 30 days, they won't be overwritten if someone comes back after 14 days, and if they're converting into a known lead after the 14 day mark, you're crediting the wrong channel since the first one wasn't able to convert them but the cookie hadn't expired by the second channel.

Ultimately it comes down to personal preference and educating the whole team on what the lead source and lead source detail represent. Regardless of which strategy you take, it won't be perfect.