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TRACK THE TR

AFFIC

SOURCES IN MARKETO

FORMS

A D V A N C E D TR A C K I N

G

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REQUIREMENTS- You are using Sales Force- You are using Marketo- Both are linked- You are using Google analytics in his Universal Version- You don’t know how to track dynamically the lead source in

Marketo Forms

WHY ?- Marketo is able to extract a cookie value (hidden fields in

forms)- The Universal Analytics make impossible to track the

utm_source- You need those values to be in SalesForce to monitor your

marketing efforts

So ?I have to find a way to extract this information (traffic source)

and tell marketo to extract in when a form is filled so Sales Force is able to display it !

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HOW ?- By collecting the information through a new readable cookie- Do not use Google analytics data- Use Google Tag manager to create a new cookie which

display the information

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IN GOOGLE TAG MANAGER- Enable the referrer “variable” (if it’s not done)- Set up a new trigger “landing pages”- Add 2 variables using the referrer : FirstSession,

ReturningSession- Add a new tag : Traffic Sources Data firing on Landing Pages

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THE RESULTS FROM GOOGLE TAG MANAGER PREVIEWWe know now the source

And even if it’s a returning visitor

Note that if it’s “direct” traffic there

is no referrer

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IN MARKETOWhen you are setting up a form :- Insert an hidden field Lead Source- Keep the “Default Value” blank- Type “FirstSession” in Parameter name

On the form page :

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IN SALESFORCE- When you receive a lead :- You need to change the field “Lead Source”- Fill the right information based on source= and medium=

In this example source is google and medium organic, so this lead is coming from Google Organic results

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SOURCES- HOW

TO RETRIEVE TRAFFIC SOURCES DATA WITHOUT GOOGLE ANALYTICS COOKIES

- SETTING UP A LANDING PAGE TRIGGER

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