We ran a campaign that drove people to a Marketo landing page to download a whitepaper. The landing page had a form with hidden fields. This form’s hidden fields collected Google Analytics Campaign utm_source, utm_medium, utm_campaign, etc. We can see the source of the folks who visited the landing page AND clicked the button just fine.
However, we’re trying to measure the source of the folks who visited the landing page and DID NOT click the button. We had several campaigns with third-party advertisers, and provided them with UTM-ed URLs to use in their ads. These were created with Google’s Campaign URL Builder. Below is a (nonworking) example:
The person who previously held my position set up some UTM tracking reports in previous campaigns, and so we imitated her setup, below.
However, when we look at the resulting reports, we get numbers that are wildly different from the analytics our advertisers send back to us. If our advertisers report that 60 people clicked on the link to the landing page, we see only 12 sourced to that advertiser, for example.
Our goal is to determine the ROI of our ad buys and compare the performances of our advertising partners. We want to verify the numbers that they provided to us. How can we see the referring pages of the people who visited our landing page but did NOT fill out a form?
Thank you in advance for your wisdom!