How to tell which program a lead came from

[Anonymous]

We have struggled with this and reporting on where a lead was acquired in our awareness initiatives. Our funnel consists of three sections: Awareness (top), Engagement (mid), and Sales (bottom). We want to be able to see what awareness program(s) were responsible for moving the lead to mofu and bofu. I've attempted to use Acquisition Program, but it doesn't always populate correctly. What have you used to gain visibility to where the lead came from? Note: We do not have access to RCA.

[Anonymous]

Good afternoon, Amber!

When you say that the Acquisition Program doesn't populate correctly, how are you seeing it populate incorrectly and when do you normally see that activity?

[Anonymous]

Jesse,

It varies but a common instance would be someone fills out a form for one of our digital media programs on Monday then subscribes to our newsletter on Wednesday. The campaigns are set up exactly the same yet the newsletter programs populates the acquisition program when in fact it was the digital media program. 

[Anonymous]

Hey Amber,

Just a thought, are the programs that you're seeing issue with set up in a way where people don't get an assigned membership status?

[Anonymous]

Amber,

I noticed that you also use Salesforce. I also found the Marketo end of the analytics a little clunky so I typically use Salesforce to identify the first touch. I create a campaign for each program and sync the two using Program Actions. When a new oppotunity is created in Salesforce, it identifies the "Primary Campaign Source" and "Campaign Influence."

[Anonymous]

Bentacular, that's a great suggestion however we do not use opportunities. Odd I know.

[Anonymous]

In that case, maybe create a custom text field called first touch, then in the flow for each program you can do a conditional flow that basically states, if field is blank then set first touch field to blah blah, if field is not blank then do nothing...