Tracking Form Fills from Specific Emails

[ShreyaResilinc]

Hi,

How to track conversions i.e form fills from specific emails without using UTM parameters? I am looking towards creating a single report/smart list/trigger that could track all form fills coming from specific engagement programs/email programs?

Appreciate the help. Thanks!

[SanfordWhiteman]

You need to add query parameters that identify the email. You need not use the well-known utm_* params, of course; any param names can convey the same meaning. So put the {{campaign.id}} or the email ID into the query string any way you like, but you have to do it!

(OK, in the interest of completeness: it is possible to use the automatically added mkt_tok value to find, for example, the campaign ID or asset ID and then add that to the form. However, you need to be/have a developer with advanced knowledge of Marketo to make this work. It’s de facto impossible for almost every Marketo shop.)

[ShreyaResilinc]

@SanfordWhitemanWhere can I find the campaign id/email id in Marketo and is adding mkt_tok mandatory since the value seems to be unique to each link in the email. I have several emails to track form fills for.

Also, do we just have a filled out form filter in the smart list with date of activity and query string constraint? Or will it be good to also add clicked link in email in the smart list logic?

[SanfordWhiteman · Accepted solution]

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Where can I find the campaign id/email id in Marketo 

Campaign ID is automatically populated in the token {{campaign.id}}.

Email ID is parseable using Velocity, but as Michael mentioned you can also manually copy it from the URL. I don’t know if that’s very maintainable, though, as when when you clone an email the ID naturally changes.

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Also, do we just have a filled out form filter in the smart list with date of activity and query string constraint? Or will it be good to also add clicked link in email in the smart list logic?

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Clicked Link in Email is not necessary. That’s why you tag links with UTMs or other identifying information, so the visit is known to be from an email click.

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 is adding mkt_tok mandatory since the value seems to be unique to each link in the email. I have several emails to track form fills for.

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Don’t know what you mean here. You never add mkt_tok anywhere in the Marketo UI. It’s automatically added by Marketo.

You can learn a lot about mkt_tok in this post: https://nation.marketo.com/t5/product-discussions/how-marketo-identify-and-merge-the-database-with-p...

[ShreyaResilinc]

Thank you for sharing the link. Will read through it.

For our existing emails, we don't have any UTMs/identifying information setup, so I was trying to ask if its possible to check form fills for past duration like this quarter/last week? Which is why, I was asking if adding a "query string contains  mkt_tok" in the smart list logic will help track in the existing setup. But, I don't think that will get accurate results.

Adding the UTMs for emails will definitely help track form fills in the future though!

[SanfordWhiteman]

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For our existing emails, we don't have any UTMs/identifying information setup, so I was trying to ask if its possible to check form fills for past duration like this quarter/last week? Which is why, I was asking if adding a "query string contains  mkt_tok" in the smart list logic will help track in the existing setup. But, I don't think that will get accurate results.

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Well, the results will be perfectly accurate.

They just aren’t useful for your case. They’ll just be telling you somebody clicked an email link. Not which email.

As I said, if you have a developer they could go back and do this for you, tying each mkt_tok to an email. If you don’t have a developer, you’ll have to take the loss and make sure to use UTMs going forward.

[Michael_Florin]

In almost all cases, you'll find the unique ID of an asset (Email, Landing Page, Smart Campaign, Smart List...) in the URL:

Email: /marketo-engage/email/12489/overview/details

Smart Campaign: /marketo-engage/classic/SC7848A1

And when you add that ID to a link via parameter, like page.example.com?emailID=12489, you can create a filter like this:

("emailID" is just any randomly chosen parameter name. Can be anything, except you don't want confusion with your UTM parameter names, as Sanford already said)

And no, you don't need an additional "Clicked Link" filter in your Smart List.

[ShreyaResilinc]

Okay. Thanks for this solution. I believe I will have to set it up before tracking so its a future-state setup.

But in case of existing emails that have no parameter mentioned, I tried creating a logic "Clicked link email" with specific email and filled out form with specific form names (relevant to those emails) and query string contains "mkt_tok". 

Will this give conversions for existing emails?

[Michael_Florin]

Well, this Smart List gives you people who clicked a link and submitted a form. These two events can be unrelated. The form submit might even have occurred before the link click. So causality is by no means guaranteed.