This problem is hard for me to explain clearly but if you get the gist of what I'm trying to explain, it would be great to get in touch to find a solution. We are currently using Pardot Forms throughout our site (sync Lead data into SF) and have the GA Connector in place. Our forms are able to collect UTM Parameter values when prospects come onto our site from URLs that already include appended UTM Parameter values. However, we're having a problem attributing conversions to mediums/sources that don't include UTM parameters in the URL, such as Organic, Referral, and Direct Traffic. In Google Analytics we are able to see traffic attribution from these mediums/source, as well as Goal Completions, but the traffic attribution doesn't transfer over to Pardot conversion attribution. In these situations, the UTM Medium and Source values for the form fill are blank instead of attributing to Organic, Referral, or Direct. How do we fix this attribution issue?
Andrew, I share the same frustration as you regarding direct traffic and I would love it if we can get another community member to give us more insight.
Regarding referral and organic we have solutions.
We usually mark the "first medium" of a referral link with "referral" and use an engagement studio to assign change a prospect custom field to referral. We attribute this in the same way that we attribute social and paid sources.
Regarding organic, the default Source field is extremely useful. You can use the Source field to attribute organic sources via the same engagement studio. Here is a link detailing what the source field looks at:
https://help.salesforce.com/articleView?id=pardot_how_source_field_populated.htmHopefully this helps. And hopefully we both get an answer on direct traffic!
