I'm trying to figure out the best way to track acquisition program for our PPC programs in Marketo. The issue is that technically 2 programs get success credit when a lead moves through the PPC program, because the whitepaper, demo, etc program also gets success credit. We use UTM paramenters, so when a lead clicks an ad and fills out a form, the PPC program receives success credit as well as the program for the asset. Acquisition programs are already set to populate for all assets, but how will we mark the PPC program as acquisition program instead of the asset?
You can only have one acquisition program. Is the form within the PPC Marketo program (before it runs through the content program)? If so, Marketo will credit to that first program. I'm assuming you have a master processing program (PPC) that a lead flows through first before moving onto the respective content (whitepaper, demo, etc.) program.
Dan is correct that you can only have one acquisition program, but if your larger outcome is to record both contributions, you could always use a combination of Lead Source and Lead Source Detail where Lead Source = PPC, Lead Source Detail = Whitepaper to record the distinction. Since you're setting both to success, you could always just split your attribution equally as well.
Your program should contain the asset and the URL should have parameters to help track the offer-channel. Ideally. Other solution can work too.