How to Attribute Lead Source in Salesforce Integration?

Highlighted
Level 2

How to Attribute Lead Source in Salesforce Integration?

How do I get Salesforce to automatically attribute the correct source to my incoming leads once they've filled out a form? They're all defaulting to the default option (internal - sales relationship for us) and I have to manually go in and change which source the lead came from (organic search, paid search, advertisement, etc.)

4 REPLIES 4
Highlighted
Level 10 - Champion Alumni

Re: How to Attribute Lead Source in Salesforce Integration?

You need to set this in Marketo when the lead fills out the form. It may  be blank in Marketo and SFDC is using the picklist default.

Highlighted
Level 10 - Champion Alumni

Re: How to Attribute Lead Source in Salesforce Integration?

Ok, more detail, but then this goes down the path of attribution and there are tons of threads on Lead Source and Channel-Offer attribution, so read those.

  • Hidden Field Method - add Lead SOurce as hidden field and set this with Default for the form or URL parameter.
  • Flow Step Change Data Value: change this during the form fill out flow for each page.
  • List Upload - Email Address | Lead Source columns and adjust values then upload back into Marketo for the leads you want to fix. (be careful though).
Highlighted
Level 2

Re: How to Attribute Lead Source in Salesforce Integration?

I ran into the same question. And my understanding is that there are several ways to address it along with what's already suggested:

1) Make form fill a program. So we are attributing the action of a form fill by program membership

2) Add "add SFDC campaign" into the flow of a form fill program. So you can track it in SFDC using campaign reports

3) Grab Referrer as the lead source or translate it into however you wanted to call it, e.g. organic, inbound

But you are right, I used to see organic and paid in other MA system I used before Marketo, and am now figuring out the most efficient way to track the source. I think it largely relies on the "integration" with Google Analytics?

Highlighted

Re: How to Attribute Lead Source in Salesforce Integration?

3) Grab Referrer as the lead source or translate it into however you wanted to call it, e.g. organic, inbound

The Referrer will hardly give enough coverage: if you aren't running https:// on your LPs, you are already at a disadvantage (by default, Referrer is not passed from https:// pages to http://). When it is made available by the source site, it's frequently stripped of information save for the hostname.

What you want to do is source-tag all of your links (using the well-known UTM query param names is most traditional, but you can use any query parameters you want, as this doesn't rely on GA). Then read and manage source info using JavaScript together with hidden form fields. Referrer can be integrated as a fallback/supplemental data source.