How to reuse the same thank you page (CMS) for both form submission and email clicks – URL parameters needed?

[Lisal]

Hi everyone,

We’re using Marketo to manage our forms and email campaigns, but all our landing pages — including the thank you pages — are hosted on our CMS (WordPress/Drupal).

We’d like to reuse the same thank you page for two different use cases:

1. New leads fill out a Marketo form → they are redirected to a thank you page hosted on our CMS, which contains:

   • A PDF or video asset (embedded or downloadable)

   • A PDF reader (for documents)

   • A download button

   • The asset is also sent via follow-up email (only in this case)

2. Known leads receive an email campaign → they click a direct link that brings them to the same thank you page, without seeing the form again

   • In this case, no follow-up email is sent

My question:

What’s the best way to implement this setup in Marketo?

• Should we include specific URL parameters or Marketo tokens in the email link to track known users correctly?

• Is it possible to track that a known lead landed on the thank you page, even though they didn’t submit the form? (via Munchkin cookie, query string, etc.)

• Is it okay to skip the form for known leads, or does it impact smart campaigns or progression in engagement programs that rely on form submissions?

• Any other best practices you’d recommend for reusing the same CMS-based thank you page across different entry points?

Thanks in advance for your insights!

[PeeyushSachdeva · Accepted solution]

Hi @Lisal ,

1. No, you do not need to manually add mkt_tok or any special parameters in the email link.
Marketo automatically appends the mkt_tok token to tracked links in emails unless you disable tracking for that link.

Add parameters like utm_parameters or campaign to differentiate traffic and personalize the experience to better tracking and personalization.

2. Munchkin Tracking for Known Visitors

If the lead was already cookied OR clicked from a Marketo email with mkt_tok, their activity was tracked correctly (including the thank you page visit).

3. Smart Campaign Logic: Separate Flow for Form vs Email Clicks
Create two Smart Campaigns or manage it in one:

Campaign A: For New Leads (Form Fill)

Trigger: Fills Out Form

Flow:

Send follow-up email with asset

Change program status, scoring, etc.

Campaign B: For Known Leads (Email Link Click)

Trigger: Clicks Link in Email AND Visited Web Page (thank you page URL)

Flow:

Mark program status as success

Add to nurture, etc. (if needed)

4. Dynamic Content on CMS Thank You Page
Use JavaScript on the CMS page to:

Read URL parameters (e.g., asset=guideA)

Show or embed the relevant asset (PDF/video)

Optionally hide the download section or change messaging if no form was submitted

Few Notes:

• Avoid duplicate form submissions: Known leads should skip the form for better UX
• Use query params + mkt_tok to reliably track leads and personalize the page
• Always include Munchkin on your CMS to capture page visits
• Use “Clicks Link in Email + Visits Page” logic to capture known lead behavior for campaign progression or scoring