Hey all!
I am trying to figure out the best way to go about capturing UTMs and Gcluid via hidden fields on forms.
We currently have it set to "URL parameters." However, for awareness campaigns that direct people to non-conversion-focused pages, they often navigate around before converting, thus we lose the UTMs and Gcluid when they end up converting.
I have made some smartlists that show me if people visited these web pages via ads by creating smartlists that look for query that contains the corresponding UTMs. From this I can manually look back through the leads history and take the Gcluid out and populate a spreadsheet. Nightmare, but possible, and it allows us to feed the google ads algorithm.
However, people keep asking me why a lead driven from an Ad has a lead source of direct/organic. I explain that it's because the system sees them as direct organic as the UTMs and Gcluid fall off as they navigate around the site before converting.
Any ideas here? Do I need to tell our ad agency that we can only run conversion-focused ads? Do we switch to a cookie model?
My dream state would be to tie ad campaigns running in google, back to the Marketo "looker program" (A program that runs in Marketo that looks for form fills with specific UTMs, corresponding to google ad campaigns, so we can track the success of the ad campaigns). So that I can report of the ROI of specific ad campaigns, then roll it up into a channel-level report.
So tracking campaign and channel success. But with the massive drop off of people being captured by the "looker program" since the UTMs fall off before they convert.... I am lost.
Does anyone have a solution for this? Or is this just the state of traceability currently
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