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:
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.
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.
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?
The flow step would set the new advertising program status to "20-visited webpage"
Let me know what you think. Thanks!
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.
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).