Creating Ungated Landing Page Programs

[Shane_Rourke2]

I want to create ungated landing page programs to help with attribution and tracking. I know we are limited to tracking only known users in our database. 

My main question is can you retroactively associate someone to a campaign if they become known in the future?

For example - each touch has a Marketo program:

Touch 1:  John Doe goes to the ungated page via paid search and does not convert.  

Touch 2: Two days later he comes back to the site via retargeting to view another ungated asset, such as a case study.

Touch 3: He comes back a week later via organic search and converts on a gated trial offer.

[SanfordWhiteman · Accepted solution]

Hi Shane,

Marketo will replay Visit Web Page activities in this case, as soon as Touch 3 upgrades the session from Anonymous to Known.

So you'll see the same VWP logs you would've originally seen had Touch 1 and Touch 2 been from Marketo tracked links (i.e. auto-associated).

(Note in your example, everything is within 90 days, which is good. Other crucial assumptions: the person has cookies enabled, they use the same browser, and the interval between Touch 2 and Touch 3 touch is truly 7 — not 8 or more — days.)

[Shane_Rourke2 · Accepted solution]

Thanks, @SanfordWhiteman. 

Can you further explain your comment below?

• "The interval between Touch 2 and Touch 3 touch is truly 7 — not 8 or more — days."

I also wanted to clarify that the two ungated pages would each have Marketo programs with a 'visited web page' filter in the smart list. The gated page would also have a program of course. 

[SanfordWhiteman]

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Can you further explain your comment below?

• "The interval between Touch 2 and Touch 3 touch is truly 7 — not 8 or more — days."

Here I was getting at Safari's strict ITP policy, which requires that a site be visited frequently for the cookie to stay in the cookie store.

[Shane_Rourke2]

Last question @SanfordWhiteman, what's your personal opinion on creating ungated LP programs? It doesn't seem worth it especially if you have a large volume of pages and it's hit or miss on the data you collect. 

[SanfordWhiteman]

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what's your personal opinion on creating ungated LP programs? It doesn't seem worth it especially if you have a large volume of pages and it's hit or miss on the data you collect. 

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It's hard to say 100%, depends on the audience, specific offers, etc.

To me the best creative is one that has a "Just take me to the download" link but manages to have significant conversion rate as well. Lots of AB testing to get that right.

[Shane_Rourke2]

@SanfordWhiteman could you expand on why everything happening within 90 days is important? 

Would the lead be removed from a campaign once it surpasses the 90 days? Or is this just saying if they don’t convert within 90 days then the web activity won't be stored?

[SanfordWhiteman]

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Or is this just saying if they don’t convert within 90 days then the web activity won't be stored?

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This!