Is it common to create Programs for content pages that don't capture known users?
Most of our marketing campaigns including several activities/content. For example, there might be a whitepaper/POV that's gated by a form, a video, a case study and an infographic. They all have their own page on our website. Up until now, we create a dedicated Marketo program for each them. If there's no form involved, the only smart campaign where we're capturing activity is "visits landing page". Since most of this activity is anonymous, does it make sense to even have these programs in place?
Keep in mind, these programs are just to track the activity of these content pages. Separately, we'll create separate email programs that drive users to these pages - where success is achieved by clicking on the link in the email.
Re: Is it common to create Programs for content pages that don't capture known users?
I think this is fine.
I'd probably combine the system such that Visits and Clicks are counted in the same program and run the email in the same program. But I could see you doing that separately.
My only other concern is if you are tracking Page Visit success separately from Clicks Link in Email success, you will end up with someone hitting the same content twice, getting credit in two separate programs. If you use RCE, the revenue will be distributed across both programs even though you might not want to do that.