Using UTM codes to track traffic to landing page – WITHOUT them filling out a form

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Anonymous
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Using UTM codes to track traffic to landing page – WITHOUT them filling out a form

Hi all,

We ran a campaign that drove people to a Marketo landing page to download a whitepaper. The landing page had a form with hidden fields. This form’s hidden fields collected Google Analytics Campaign utm_source, utm_medium, utm_campaign, etc. We can see the source of the folks who visited the landing page AND clicked the button just fine.

However, we’re trying to measure the source of the folks who visited the landing page and DID NOT click the button. We had several campaigns with third-party advertisers, and provided them with UTM-ed URLs to use in their ads. These were created with Google’s Campaign URL Builder. Below is a (nonworking) example:

http://go.ourcompany.com/our-whitepaper.html?utm_source=email&utm_medium=mediaoutlet

The person who previously held my position set up some UTM tracking reports in previous campaigns, and so we imitated her setup, below.

marketo-utm-tracking-smartlist.png

However, when we look at the resulting reports, we get numbers that are wildly different from the analytics our advertisers send back to us. If our advertisers report that 60 people clicked on the link to the landing page, we see only 12 sourced to that advertiser, for example.

Our goal is to determine the ROI of our ad buys and compare the performances of our advertising partners. We want to verify the numbers that they provided to us. How can we see the referring pages of the people who visited our landing page but did NOT fill out a form?

Thank you in advance for your wisdom!

3 REPLIES 3
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Level 10 - Community Moderator

Re: Using UTM codes to track traffic to landing page – WITHOUT them filling out a form

It isn't practical to use Marketo to report on anonymous web activities while the session is still anonymous because you can't stamp anonymous leads with a UTM history.

Some Marketo reports have anonymous variants, but I wouldn't go down this road. It's a job for your general analytics package (Clicky, Google Analytics, Piwik, et al.) or a specialized funnel analytics tool.

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Re: Using UTM codes to track traffic to landing page – WITHOUT them filling out a form

Hi Sandford,

We want to track the utm codes of the first visit to our site, even while anonymous, to track how effective different ads are for our different campaigns. I can grab the first web page visit of anonymous leads, but I can't seem to grab the query parameters.  Would FlowBoost allow us to extract the query parameters from the Original Referrer? If so, could you post a recipe for it?

Obviously once the person becomes known, we can work with them, but doing this allows us to capture the first visit info which is very important to us.

Thanks,

Erica

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Level 10 - Community Moderator

Re: Using UTM codes to track traffic to landing page – WITHOUT them filling out a form

Would FlowBoost allow us to extract the query parameters from the Original Referrer? If so, could you post a recipe for it?

Great question, and yes!  As simple as...

var queryParams = FBHttp.parseUrl({{lead.Original Referrer}}).query;

This return all the params in the JSON response:

{

    "queryParams": {

        "utm_medium": "email",

        "utm_source": "facebook",

        "utm_campaign": "2017FALLSTS"

    }

}