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If you're talking about forwarded emails with tracked links (the default) a click on the forwarded email is going to be attributed to the known lead who received the email. That seems to be the principal problem to overcome, no? If you can segregrate the new lead from the old one it isn't particularly difficult to tell that the click came from an email, for example with utm_medium.
For me the specific challenge is when a new lead clicks on a link in an
email (that was forwarded to him/her) and fills out a form.
We have the new person's name, and I want to make sure that I can
attribute the source of that new name to email as the source. I am using
As I think out loud, I can probably accomplish the source fill using the
URL builder tool. Any other suggestions?
If you can get them to fill out a form, that's great. Until that point, though, their activities.will be logged to the original lead, although they will be retroactively associated with the new lead upon form fillout.
This is a good example of where asking the lead to re-identify themselves, instead of just hiding all forms and trusting their current association, is worth it. You probably should leave a cookie in the browser if they've re-identified so you don't continually have to do this (mkto_associate_mechanism=form or something like that).
You don't actually need to tag your links in this case since the referrer will be your tracking domain (as long as your LP domain isn't running HTTPS, which will not show you the referrer).
Still, as John said, forwarding is something to live with but not something to recommend.
We actually don't recommend forwarding Marketo emails through anything but the F2F token. This is because each email is wrapped with tracking information specific to the lead it's sent to, so any lead that may click a forwarded email would get cookied as the original lead.
With that said, there isn't really a way to be absolutely certain of new leads coming from a forwarded email.