URL Parameters with Web Personalization and Predictive Content

Using URL parameters are an important way to organize your web analytics and tracking.


With Marketo Web Personalization, when a web visitor clicks on a personalized Web Campaign we add a parameter to the URL. This parameter is "?iesrc=ctr". Having this parameter allows you to report on your web analytics to see and compare all the clicks on Web Personalization campaigns and overall performance of your personalization strategy.


The Marketo Predictive Content application also includes a URL parameter every time a visitor clicks on predictive content (from the bar, rich media or email). The URL parameter used here is "?iesrc=rcmd".


You can also add your own UTM parameters to the URL link you have in your Web Personalization Campaign or your Predictive Content piece.


The most common URL parameter tools we see customers using is the Google Analytics tool.


In their words "This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics.
See: Campaign URL Builder — Google Analytics Demos & Tools". Make sure to follow the best practices: Best Practices for creating Custom Campaigns - Analytics Help