Program Strategy for our Assets and Channels with RCA

[Anonymous]

We have multiple white papers and analyt reports that reside on our website. Leads can access these assets by filling in a form. We are caputring how the visitor arrives to the form by using the utm_source and other parameters powered by Google Analytics.

Now the problem is, visitors can come to the form using a variety of channels (organic, adwords, referral, direct etc.) How can I track this information in Marketo and RCA? How can i track leads that use organic channel multiple times to access our collateral?

Thanks,
Ryota

[Anonymous]

I'll assume each white paper and report has its own registration form.  

You can create a hidden field on the form to capture this information: for example, you can add "utm_source" as a hidden field and capture the information in tandem with Google Analytics.  For sources that don't explicitly use this parameter, you can add it to the URL link: you would request a third party referring website to use a specific link that identifies them as the source.

This gets complicated if leads are going to your homepage rather than directly to a landing page; you'll need to implement a custom cookie to carry the informaiton across the pages.

Ultimately you will still have multiple sources of data to reconcile: GA can share the sources of traffic and how many convert, while Marketo will tell you how many convert on each offer and then turn into revenue.