Two program successes

[Morgan_Corbett]

Question for the community:

We are tracking all of our online advertising campaigns through programs in Marketo. In this program, we count success in two ways:

1. Those who visit a webpage (based on query string contains UTM parameters"
2. Those who convert by filling out a form (based on UTM parameters)

If people do BOTH, then will they have two types of "success" in this program? Just looking for confirmation or clarification.

In the RCE model, should I be using the "Success (Total)" metric to track?

Thanks in advance.

[Dan_Stevens_]

The majority of visits to the LP will probably be anonymous users and won't qualify for the first campaign; and won't be known until they submit the form.  If you have your program statuses setup like:

20 - Clicked ad - visited landing page

30 - Filled out form - converted

Then the first program status those users will receive is the second one.  Since you can't go backwards, those users will never receive the first program status - even once they become known. 

[Morgan_Corbett]

Dan,

Thank you for your insight. A couple of questions for you below:

1. Assuming the person is an existing user in our database, they would have success for both "20-visited webpage" AND "30-Filled out form" correct?

2. Would it make sense to setup a smart campaign in the advertising program with the following criteria to collect information about the unknown users?

• Trigger: fills out form any AND
• original referral contains UTM parameter string for the paid campaign

The flow step would set the new advertising program status to "20-visited webpage"

Let me know what you think. Thanks!

[Dan_Stevens_]

Assuming the person is an existing user in our database, they would have success for both "20-visited webpage" AND "30-Filled out form" correct?

Correct

Would it make sense to setup a smart campaign in the advertising program with the following criteria to collect information about the unknown users?

• Trigger: fills out form any AND
• original referral contains UTM parameter string for the paid campaign

The flow step would set the new advertising program status to "20-visited webpage"

I would use this for both known and unknown users (when they submit the form, they'll all be known).  But I would give credit to the highest program status - in this case, 30 - Filled out form (since they did both). 

BTW, when constraining form submits to URL parameters, use the "Querystring" constraint (not referrer).  "Referrer" refers to the page containing the form - your landing page.

[Morgan_Corbett]

Dan,

Makes sense. The reason I'm using "original referral contains xxxx UTM parameter" because I want to give credit to the paid advertising program that brought them into the system as an unknown user (even if they end up converting on a form without UTM parameters or with new UTM parameters).