10 Replies Latest reply on Oct 1, 2018 11:38 PM by Grégoire Michel

FT/LT/MT Cookie Scripts

Sean Richards Sep 30, 2018 11:13 PM

Dan Stevens I've tried (and getting close) ti reverse engineering your UTM/Lead Source acquisition program/fields etc, combined with other posts and related conversations in the community to create my own UTM/lead source master program in Marketo to capture FT UTMs and LT UTMs, plus referrer data and feed this into Marketo on form submit, stamping the FT if empty, MT historys etc.

I am so close to having a complete understanding, but I am stuck on the website/JS side of things.

I get how it's meant to work with scripts like Yanir's (FT/LT UTM cookie script (Shoutout to Yanir!) - Q&A pretty please ) but I am unable to see how this is working on your website.

I've been trying to test on your website.

When I hit the avanade website with zero pre-existing cookies with the following parameters (e.g. avanade.com/en-au/technologies/data-analytics?utm_campaign=test&utm_medium=test&utm_source=test&utm_content=test&utm_term=test), or with an existing UTM stamped link (https://www.avanade.com/en-au/industry/banking/digital-disruption-report?utm_campaign=banking+report&amp;utm_medium=bitly&amp;utm_source=twitter) and then click to your contact page, on inspecting the cookies, I can't see where you are capturing the UTM's and passing them into fields for your last touch UTM capture and lead source attribution logic.

Your website also does some funky rewriting which stores the "ref" variable and passing it around as a URL parameter.

What am I missing here? I was quite sure you were capturing the UTM and referrer data into cookies for last touch reporting, and submitting it into Marketo forms, to feed it into your own lead source attribution logic, but can't find it in your javascript anywhere, nor see it on your forms?

Thanks in advance.

Sean

Re: FT/LT/MT Cookie Scripts

Dan Stevens Oct 1, 2018 4:58 AM (in response to Sean Richards)

Sean, we don't use js to keep those values persistent during the current session. Right now, we're just capturing those values on the initial landing page containing the form. Once we start using UTMs across all of our channels, we will use a more advanced method.
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- Re: FT/LT/MT Cookie Scripts
  
  Sean Richards Oct 1, 2018 5:53 AM (in response to Dan Stevens)
  
  As always Dan, thanks for being awesome at responding.
  
  You must be missing out on all the goodness of seeing organic, social
  referral and direct lead source values by not having it setup this way
  though.
  
  On another note I took a look at the data demand base was filling in on my
  session... Dam it was impressive!
  
  Cheers,
  Sean
  
  On Mon., 1 Oct. 2018, 9:59 pm Dan Stevens, <marketingnation@marketo.com>
  
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  - Re: FT/LT/MT Cookie Scripts
    
    Dan Stevens Oct 1, 2018 7:38 AM (in response to Sean Richards)
    
    We’re already addressing by integrating Bizible into our environment. Btw, Bizible doesn’t even rely on UTMs (but we’ll continie to use for our GA reporting).
    
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    - Re: FT/LT/MT Cookie Scripts
      
      Grégoire Michel Oct 1, 2018 2:49 PM (in response to Dan Stevens)
      
      Hi Dan,
      
      Without any form of URL parameters, how does Bizzible do beyond identifying the referrer ?
      
      -Greg
      
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      - Re: FT/LT/MT Cookie Scripts
        
        Dan Stevens Oct 1, 2018 5:12 PM (in response to Grégoire Michel)
        
        Greg - their tracking script takes care of some of this. But you're right - you will loose a level of insight/attribution if you're at least not using source, medium and campaign (which we are). I do know, however, they are able to capturer "referrer" without UTMs. We're still in the infancy with Bizible - maybe Justin Norris can chime in with more info.
        
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        Re: FT/LT/MT Cookie Scripts
        
        Sanford Whiteman Oct 1, 2018 5:23 PM (in response to Dan Stevens)
        
        They can only capture what the referring site agrees to send. If the referring site suppresses the referrer entirely, they'll have nothing to go on.
        
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        Re: FT/LT/MT Cookie Scripts
        
        Justin Norris Oct 1, 2018 8:01 PM (in response to Dan Stevens)
        
        Dan Stevens Grégoire Michel
        
        Bizible does leverage UTMs and it will also capture the referrer, if its available.
        
        When a person visits a site that has the Bizible script running on it, Bizible logs data on the web session into its own cloud and then, after a form has been submitted, it checks the connected CRM for a record matching that email address. When it finds a match, the data points for the session are pushed into a custom touchpoint object linked to that record, and the UTM values are pushed into system-managed fields on the touchpoint.
        
        You can configure a set of cascading rules in the Bizible interface using both UTMs and referrer strings to bucket these touchpoints into channels and sub-channels. Bizible is smart enough to detect some common channels (like organic search) automatically through pre-configured rules or through its integrations with services like Adwords.
        
        The nice part of these cascading rules is that they can be modified and the data re-processed if needed - so for example if you make a typo in a UTM value, you can add the exception into your rules so that the touchpoints are categorized correctly.
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        Re: FT/LT/MT Cookie Scripts
        
        Dan Stevens Oct 1, 2018 8:24 PM (in response to Justin Norris)
        
        Thanks for clarifying, Justin. We were given some incorrect information during our last demo of Bizible.
        
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        Re: FT/LT/MT Cookie Scripts
        
        Grégoire Michel Oct 1, 2018 11:38 PM (in response to Justin Norris)
        
        Thx Justin.
        
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Re: FT/LT/MT Cookie Scripts

Grégoire Michel Oct 1, 2018 6:31 AM (in response to Sean Richards)

More and more, for companies that have a minimum size, I tend to foster the use of separate tools to do what they do best. Meaning using a web analytics tool to capture the source of the traffic and the sessions, sharing common ID's between Marketo and the analytics and reconciling both in a datawarehouse. At the end of the day, it be less complex, and provide better, more comprehensive results, easier to leverage since the datawarehouse can easily be queried with a BI froint end (Google Data studio, cliq, tableau, ... You name it) that provide a top notch reporting service.

Emphasize needs to be placed on tagging correctly the inbound links (the UTM's) and share enough data between the analytics and Marketo to make the reconciliation accurate down to the interaction level. This means sharing form ID's to Analytics via GTM form instance.

-Greg
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