PPC attribution

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Level 5

PPC attribution

For those working with PPC campaigns such as AdWords, Bing, Facebook, how do you handle campaign attribution in Marketo?

6 REPLIES 6
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Level 10 - Champion Alumni

Re: PPC attribution

Hi Hank,

There are some threads on this. There are several ways to manage this, usually I recommend all of them together:

  • Program Channel = PPC
  • 1 Program per Ad Group or per page (depends on how granular you want)
  • Use UTM parameters and hidden fields on the forms. You may also have to look up the javascript to retain the UTMs across pages. Drop the UTMs into Last Touch fields and populate FT fields as appropriate.
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Level 5

Re: PPC attribution

Thanks Josh - I figured as much. I'm trying to avoid going down the wrong rabbit holes. I'll take a look at the threads on these topics.

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Re: PPC attribution

Hank,

Josh has some good recommendations. If you end up going with UTM parameters, this article could be helpful:

Tracking Lead Sources

Level 5

Re: PPC attribution

Thanks Mike - I am using UTMs.

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Anonymous
Not applicable

Re: PPC attribution

Hey Hank, a lot of Marketo customers are using Bizible for tracking attribution of PPC campaigns. It has an API connection to ad networks (like AdWords) and automatically reads UTMs to develop multi-touch picture of the source of demand.

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Level 5

Re: PPC attribution

Thanks Margaret! Somehow I neglected to reply to this. We're looking at Bizible and others.