We're working on standardizing source tracking fields, and as I read through the articles there appears to be a number of fields that sound very similar yet supposedly are set up to do different things. A few of the source tracking fields I've come across are listed below...
Ultimately I'd like to find a way to successfully set up first touch, last touch and multi-touch attribution, possibly using hidden form fields as well as URL parameters. I think these fields will help to identify, but wanted to feedback from others as well.
Which of these fields are considered out-of-the box? Also, in order for these to work, will we need to sync them as custom objects with the CRM?
I appreciate your feedback,
If you are looking to report on attribution in Marketo, you will be using the field acquisition program (out-of-the-box) and program membership (success statuses).
If you are looking to report on attribution in Salesforce, you will be using campaign membership and the related out-of-the-box fields like primary campaign on the lead and opportunity.
lead source fields are just text fields and you can use them for reporting, but out-of-the-box attribution reporting in Marketo does not use them and out-of-the-box campaign influence in Salesforce does not use them either.
Some of these may be fields created by someone. You should check Admin > Field Management and the CRM.
Original Search Phrase, etc are standard Marketo fields usually managed by the System and are often synced under the older setup process.