AdRoll Tracking on Conversions

[Tara_Rowe]

Anyone using AdRoll for re-targeting? We have conversions that are happening but we cannot see who they are? We use SFDC but do not want to integrate since there is no value in seeing who is clicking through unless we push it out through our database. We can create landing pages with a query string for each add, but that does not seem ideal.

Any suggestions for re-targeting out there? We also use Terminus and are not seeing any metrics from terminus come through even with the integration.

[Jessica_Kao3]

Hi Tara,

I have used both Adroll and Terminus.  Are you trying to track who is converting for which ad?  You have to set this up on your end in Marketo in order to see the conversions of who is converting from which add.  This doesn't happen natively with the integration.  Best practices is to create a query string for each ad.  I recommend using the standard utm parameter fields and have those passed through when someone fills out the form.

Depending on the granularity of the reporting that you want to see, you can start pretty simple with two marketo programs.  One for adroll and one for terminus.

Marketo program = adroll

Smart campaign

     Trigger fills out form is any, constraint utm_source=adroll (or you can use the query string constraint)

Flow

     Change acquisition program if empty to "Adroll"

     Change progression status  - converted.

     Add to list (this is optional if you want to further divide your ads without creating additional programs)

This will capture all conversions from adroll.

You would build out separate  programs if you had different campaigns that you want to track cost and ROI on.  For example, if you were running terminus programs on ppl with opps vs ppl without opps.  You would separate that into two different programs with the appropriate user constraints.

It seems like a lot of work upfront, but it will be less work then when you are trying to report on the data and you have to retrospectively restate the data.  Here's an article on both utm parameters and restating historical data.

https://nation.marketo.com/community/champion/blog/2016/09/08/what-you-need-to-know-to-get-ft-and-mt...​

https://nation.marketo.com/groups/dallas-user-group/blog/2016/08/04/utm-tracking-marketo-part-deux​