Adwords conversion does not equal Marketo Leads

Anonymous
Not applicable

Adwords conversion does not equal Marketo Leads

Hi Marketo Users,

I'm hoping one of you can help me with an issue I ran into. I'm tracking paid search conversions in Adwords and Marketo (e.g. signing up for a free trial). However, the number of conversions in Adwords is much higher than the conversions I see in Marketo.
The Landing pages are used for other programs too, but I have been told that Adwords knows which campaign fired to which keyword and only shows that in the results. Hence, I can use the same landing page for multiple channels and programs. 

Did anyone had the same problem, and if so any suggestions on how to resolve it?
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Josh_Hill13
Level 10 - Champion Alumni

Re: Adwords conversion does not equal Marketo Leads

I could not confirm what your colleagues said.

Usually I track this using a url parameter if I am using the same page for different things. Are you doing that?

When you say the conversions are different - they can be tracked differently:
  • AdWords Conversion - usually this means a click on the ad
  • Marketo Conversion - usually means form fill out, so this would be less than AdWords
Would Adwords or GA track the full form fill out for you?