When it comes to 3 different solutions to communicate it can be hard, especially when you can't really extract the lead source in SalesForce, because Google Analytics with their universal tracking code gathered everything in the same cookie, and so the data is longer readable for Marketo. In this presentation, you will see how to track really where the converted visitor is coming from (organic, direct, social, utm strings etc...) and how to send this data by Marketo to SalesForce. If you have any questions, ask them in the comments, I will be glad to answer to them.

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2. 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
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3. 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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4. 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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5. 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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6. THE RESULTS FROM GOOGLE TAG MANAGER
PREVIEW
We know now the source
And even if it’s a returning visitor
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Note that if it’s “direct”
traffic there is no
referrer

7. IN MARKETO
When 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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8. 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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9. SOURCES
- HOW TO RETRIEVE TRAFFIC SOURCES DATA WITHOUT GOOGLE
ANALYTICS COOKIES
- SETTING UP A LANDING PAGE TRIGGER
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