same as all marketers I'm trying to prove our contribution to conversion and I'm struggling a bit with associating conversion with a given campaign.
I have created a Triggered campaign which listens who visited a success page "checkout/success/" and visited our website in the past 2 hours with URL containing Querystring "utm_source=email_crm" - we use this parameter in all our email campaigns. Flow step action simply changes program status. The main downside of this solution is the success ratio. My solution assigned to my campaigns twice fewer conversions than Google Analytics.
Option 2 - under consideration
I'm wondering about the possibility to pass some UTMs from the entry page user clicked in our emails to the success page. I'm wondering if there any downsides or risks related to this solution before I will request Front End team resources
As you can see above at 17:55 user visited our rate plans page with our "Query Parameters=utms_source=email_crm(...)" below activity details
unfortunately a few minutes later on the success page "Query Parameters" at the moment, there is no data at all
If I could have data in "Query Parameters" (or somewhere else in activity details) about entry page (from my email) with all tracking parameters I could easily assign such conversion to my email campaigns.
I would like to involve our developers to create such a solution for me but I would appreciate if marketo could provide such a solution as well.
Question to the community:
Do you guys see this as a reasonable solution or there are some possible weak points?
What you need is a Attribution Persistence Library, or more casually, a UTM Persistence Library, which is a JS lib that stores multiple attribution stages (or "touchpoints") in cookies. Then the stage data is injected into hidden form fields so it can all be processed on the back end.