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Tracking Conversions that occur outside of a Marketo Form

Question asked by Parth Thakkar on Nov 22, 2019
Latest reply on Nov 26, 2019 by Sanford Whiteman

Hi All,


I was hoping I could get some best practices / guidance on how one tracks conversions that do not occur via a Marketo Form. A little more background:


  • Our funnel works in the following way: 1. A user can optionally book a demo (via a Marketo form, this is setup correctly and works perfectly) 2. A user signs up for a free trial 3. A user enrolls in a paid subscription.
  • Currently we have paid marketing going to our website with 2 CTAs, book a demo and signup (free trial).
  • We have programs set up for each of our paid acq channels.
  • We currently capture and cookie (1st party) the UTMs of a user who arrived via marketing. We used these UTMs to build our smart lists.


I was hoping someone knew the best way to track/tag users who arrive to the site from a marketing channel (ie: FB ads) and sign up/paid subscribe but do not fill out a demo form, and still correctly attribute them to the marketing program that correlates with their marketing source.


Thanks in advance!