I don't handle the reporting piece so much, so I'm not sure on this one: If a form is on several landing pages within a program, can we & how do we show which landing page the form was completed on (or referral source) in a report or smart list? There could be multiple submissions, so we don't want to use a field in the lead's database entry, fearing we'd lose data because it gets overwritten each time they complete that form.
The program set-up, in case it helps:
We have a LinkedIn campaign with ads that people click through to a Marketo landing page promoting an asset (white paper, webinar, etc), with a couple parameters passed in the URL. This landing page has a form that pulls those parameters into the lead's corresponding fields (last requested asset, asset type) via hidden form fields.
Once they've filled out the form, an auto reply email goes to the lead, with the asset link (using those lead fields that were filled by the passed URL parameters)
After a few weeks, we add a new landing page within the Marketo Program ( to correspond to a new Linkedin ad). It contains the same form as all the other landing pages, triggering the same auto-reply.
I hope I explained that well enough!
This gets tricky when you do everything like this in a single program. Also makes it difficult to count "success" after that first one is met. Instead, you should create unique programs for each piece of content. Much easier to report on attribution/success.
hmmm... I was trying to avoid that for this one, as it's something changing every couple weeks. That'll add up to a lot of programs in little to no time.
AFAIK, this is impossible to fully realize within the UI. Filled Out Form activities are stored in a sufficiently robust fashion but are second-class citizens when it comes to reporting. (If you fetch the Activity Log via API, you can then do first-class reporting on form fillouts, even including the values posted for each event, so it's not that the data isn't there.)
Closest I can think of is perhaps a Lead Performance report, with custom columns for several SLs, each matching on one Filled Out Form LP URL/querystring constraint.