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Anyone using Marketo? How are you currently tracking Adwords...

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Hello all,

 

Do any of you use Marketo to facilitate your lead lifecycle process? If so, how are you tracking leads that come in through adwords.

 

Originally, we were tracking based on URL paramaters -- ie: UTM source, medium, campaign.

 

We're finding (through Google Analytics) that people sometimes have to visit 2 or more pages before they convert at a later time -- ultimately losing that prospect because we lost their tracking.

 

I know there is a solution through tracking in the Marketo cookie...


Does anyone have this same problem/ is working on a current solution?

 

 

Let me know.

Best,

JP

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Re: Anyone using Marketo? How are you currently tracking Adwords...

Follower ✭ ✭ ✭
# 2
Follower ✭ ✭ ✭
Hi Jean!

My first advice is not to use utm parameters on AdWords, using auto-tagging that will collect a lot more of data, compared to manual UTM, if this is your case:

https://support.google.com/analytics/answer/1733663

I don't know Marketo but Analytics will track user for a default 6 months (configurable to a max of 24 months on Universal Analytics) and you will be able to track several visits using Analytics multi-channel funnels:

https://support.google.com/analytics/answer/1191180

..if you setup it properly.

In some cases you can track registered users in Analytics across different devices:

https://support.google.com/analytics/answer/3234673?hl=en

Don't know Marketo, but Analytics is the best you will get, at least for free. :-)
Marked as Best Answer.
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Accepted by topic author Jean Philippe R
September 2015

Re: Anyone using Marketo? How are you currently tracking Adwords...

Rising Star
# 3
Rising Star
Hi JP,

A very good question. I have faced a similar problem in the past ( not with a Marketo based account). I was able to get this fixed by implementing cross domain cookie tracking.

I am not sure how relevant it will be to your case but I will try and elaborate and then maybe you can translate the same at your end in Marketo.

Basically, we had coded our pages to store the visiting users cookie data in a separate cookie altogether and pass the same on from page to page wherever the user traverses through and when finally the user converts, the cookie data was used to identify the user as an AdWords lead.

I am not much of a coder but I understand the logic behind this idea and it seems to have worked for us. Maybe you can translate this idea in Marketo and custom code your pages to execute these steps and see if this helps.

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
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Re: Anyone using Marketo? How are you currently tracking Adwords...

Follower ✭ ☆ ☆
# 4
Follower ✭ ☆ ☆
Hey Shashank,

This is exactly the idea I was looking for. We were able to get our hands on some documentation on setting it up.

Essentially, the URL parameters get stored in a cookie and follows a user as they bounce around on the site -- once they submit a form, the information will be read from the cookie and passed through the form!

Now, onto coding it up.

Thanks!

Re: Anyone using Marketo? How are you currently tracking Adwords...

Rising Star
# 5
Rising Star
Hi Jean,

Sounds perfect. I may be able to get some more details from my tech team if you are facing issues in implementing the logic. Let me know.

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
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Re: Anyone using Marketo? How are you currently tracking Adwords...

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Hi JP,

Even we are trying the same thing. We are using marketo to track the specific keywords that are used for searching the ads present in the Adgroup and would get the keyword track into marketo. We have added the URL parameter in Adwords at campaign level. Kindly let me know if its the right process and should we need to do anything else in Marketo.

Re: Anyone using Marketo? How are you currently tracking Adwords...

Community Manager
# 7
Community Manager
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