HELP: ATTRIBUTION/LEAD TRACKING!
We are currently duplicating landing pages for our tactics in order to properly track attribution. This is daunting and we know there is a way to do this with UTMs. We've been using UTMs, but can't master how to use them to route a lead to a SFDC campaign. Below is an example. If you have a way to make this work - LET ME KNOW!!
EXAMPLE CURRENT STATE:
Whitepaper XYZ is gated on our website. This has it's own SFDC campaign and the leads get added when the form is filled out.
Whitepaper XYZ is going to be used in PPC. We currently duplicate the page, create a new form handler, and add them to a PPC SFDC campaign.
FUTURE STATE:
We want to use Whitepaper XYZ on the website, PPC, and paid social. We want 1 page, 1 form, and route the leads to their own SFDC campaign based on where they came from.
THANKS!!
Consider the use of First Touch Source tagging vs Campaign Multi-touch Tagging. I think this is at the heart of the issue. No matter what content converts the visitor, you need to capture the source of them. Pardot Source Campaign is typically what gets used. Though many people use the Pardot Campaign as a bucket to hold different efforts. Use Pardot campaigns to track first touch- ppc, social, events, etc. Then with that solid you can add on the second layer which is using Salesforce campaigns to track the individual assets or offers that drove the conversion points- such as a webinar or a whitepaper landing page. A good example is a whitepaper. Whitepapers aren't a first touch source because people didn't magically find them- they found them through a ppc ad, a google search, a social share... which are the actual sources. Capturing sources is a powerful ROI metric. The offer, which i agree can be daunting, comes next- as is a little easier when source is already covered and separated out. With source taken care of, the implementation of SFDC campaigns can be as simple as changing the completion action on a form. I know there's a lot here. Happy to describe it further! :)
