Tracking SEO Conversions

[Anonymous]

We are currently using Marketo to track our sources for lead conversions by marketing channel, splitting out leads that convert from the website, vs internal email, vs social/paid, etc, and feeding them into seperate SFDC campaigns.

We would also like to split the website conversions into two seperate buckets: direct vs. SEO.

How can we use Marketo to split out leads that come through search vs. direct?

Thanks!

[Josh_Hill13]

You can certainly do this using specific landing pages or you can use the url params to help identify adwords.

On your form, create a hidden field for the tracking, like Lead Source.

Set the parameter to look for the "ps" or whatever param name you want.

So you can either write the value to Lead Source or have it default to a Source.

http://mysite.com?ps=adwords

Lead Source = adwords

[Anonymous]

Thanks, Josh. But how can we tell what parameters to look for?

We would basically have to setup a smart campaign that says filled out form on landing page and parameter contains (any of these search parameters), then flow = add to SFDC campaign. 

Are there all encompassing parameters that we can tell marketo to look for that would identify any lead that converts from a search engine?

[Anonymous]

This also implies that somehow, you can determine what exact URL the google search engine will serve to someone who is searching for a general term and ends up on your site.  what if they look for "sport socks" and end up on a general product page first, then convert?  Is there a way for marketo to know that that particular person searched for that particular keyword, then store that somewhere?

[Anonymous]

Luanne, this is stored in the field "original search phrase" for organic searches.