Capture keyword and lead source information for leads/visitors down to Purchase

[Anonymous]

It's critical for me to be able to identify keywords that drive specific leads down through the conversion funnel to purchase. I'm only able to track keywords that drove leads in another tool outside of Marketo. I would like to capture the keywords and lead source infomration when a lead is submitted, store it in visitor history possibly in Marketo database and pass that into a field in the CRM so we can pull different lead effectiveness reports by keyword and source. Has anyone been able to accomplish that with Marketo?

[SanfordWhiteman]

Any hidden field on a Marketo form can be derived from a URL parameter (such as a UTM code or any other keywording parameter).  It's in the field settings.

Also search the Community for "UTM" or "keywords."  Lots of people are doing this.

[Anonymous]

Hi Stanford,

I'm looking for the PPC keywords in particular. We do have the UTM tracking set up on the Paid Search landing pages but need to get that information passed into the Marketo and sync to the CRM. We use Kenshoo and Adwords. Both of these tools have conversion pixels that can capture the keyword, match type, campaign, ad group, and source information. The question is, how to pass that into Marketo?

Thanks,
Umair

[SanfordWhiteman]

Set up a Marketo form. Add the Marketo fields you want to store the data in and set their field type(s) to "Hidden."
 

• If you want to log data even if people never convert and stay anonymous, set those fields to automatically gather their values from corresponding query parameters.  For example, if your URLs look like "&ppckeywords=<values>" then set the Marketo field `Original PPC Keywords` to get its value from the query param `ppckeyword1`.   Whenever someone hits a page with that pattern, add the form to the page as a hidden element and submit() it (they do not have to ever know the form was there nor do they have to enter any data).
• If you only care about people who eventually convert, then set those hidden fields to read from cookie values instead of from query parameters.  For example, set the Marketo field `Original PPC Keywords` to get its value from the cookie `ppckeyword1`.   Whenever someone hits a page with the given URL pattern, save the value from the query param into a cookie to use later.  Then they are ready to convert, add the form to the page and gather their additional personal data (name, email address) and wait for them to click the Submit button.   The hidden fields, set from their original keywords, will be recorded along with their manually entered data.

[Anonymous]

Hi Standford,

I found your examples super helpful! Would you mind explain a little bit more about how to capture and report anonymous leads's source? A few example will be highly appreciated.

Vincent