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You should preserve utm values in cookies and read those into hidden form fields first because after the initial page visit a lead may navigate to other pages before they sumit a form.
I'm also not exactly clear on those different choices
We always use URL parameter to grab utm values, and it works just fine. How would the proces of capturing utms work diferently if I select "Cookie value"?
From what I read I imagine using Cookie value would allow to capture utm data in more cases, e.g. if someone came through a tracked linked, clicked around and the utm part of the url got lost, then went back to the page with the form and filled it in - if I use URL parameter value my form will not capture any utms, but if I use the Cookie value I would still be able to capture the original utms, as they would be stored in the cookies, which the visitor hopefully haven't cleared yet, is that correct?
and what does Referral parameter mean?
You are correct about cookies preserving querystring parameters as someone clicks around your site. In fact if you have multiple forms on your site and they all look at the cookie value, whichever formis submitted will have the querystring parameters that were stored in the cookie.
There is always the chance that the visitor doesn't have cookies enabled and in that case, you would not be able to obtain the querystring parameters. Also in this case Marketo's tracking cookie (_mkto_trk) wouldn't be able to track their page vsits on your site. Almost no one that visits our website has their cookies disabled though, so we use the cookie method.
See the URL vs Referrer Parameter -- What's the Difference? discussion article for more about those parameters.
+10 to Elliot! In my opinion parameters --> cookies is a must, otherwise we are just flying on a wing and a prayer and hoping leads don't leave our landing page before we can grab their URL params.1 of 1 people found this helpful
Justin Norris | Perkuto
So If I set my utm parameters to pull from cookie values, the utm codes from the first page they visit (has a tracking URL) will be captured even if they navigate to other pages and fill out a different form on another page?
And if I use URL parameter, the utm codes will only be captured if they fill out the form on the page they first clicked on (assuming they don't choose to navigate to another page)? If they do navigate to another page, then the utm tracking is lost for good?
"So If I set my utm parameters to pull from cookie values, the utm codes from the first page they visit (has a tracking URL) will be captured even if they navigate to other pages and fill out a different form on another page? "1 of 1 people found this helpful
Yes, except you would need to set your form fields to pull from cookie values. You can create a persistent cookie that travels wtih the lead across the site and even across multiple visits (i.e., if they come back in three weeks you know their original source).
"And if I use URL parameter, the utm codes will only be captured if they fill out the form on the page they first clicked on (assuming they don't choose to navigate to another page)? If they do navigate to another page, then the utm tracking is lost for good?"
Most likely, yes. Your form fields only grab the parameters if they are actually present in the URL, and this URL will change when they navigate to another page.
You may get lucky and capture the data in the "original referrer" field, which is a system field auto-populated by Marketo, and then you could potentially reverse engineer the parameters from that. But this is hit and miss in my experience. Better to make it as bullet proof as possible!
Now that I'm on the agency side, I know this is something we deploy for clients but I don't have the code on hand.
If you get stuck drop me a line, firstname.lastname@example.org.
Justin Norris | Perkuto