While tokens can be used in “Change Data Value” flow steps they cannot be used in the “Querystring” constraint of the “Visits Web Page” trigger in the “01 Visit” smart list or in the “Lastest Touch” filters in the “02 Contacted” or “02 Converted” smart lists. Since the Jira ticket contains a link to the Marketo UTM tracking program that was created by the Zap, it is very easy for marketing operations to open up this ticket and go straight to the Marketo program. Manual Input Required from Marketing Operations Populating the Marketo UTM Tracking Program ticketĪ Slack message, email, or SMS notification containing the same information as in the Jira ticket could also be added here. The important thing here is to not require any text entry and only allow the marketer to select from existing options so that you will always know the options available in your form and can thus configure your UTM Builder Google Sheet to create the corresponding UTM parameters for these inputs. The first step in the whole process is to create a Google Form that will allow a marketing team member to fill out their ad campaign details so that we can automatically create the necessary UTM parameters later on in the UTM Builder sheet. Collecting UTM Requests from Google Forms If it is your first time using the Marketo API or you need a quick refresher then check out the Marketo API Quick-Start Guide to see how to make your first Marketo API requests in Postman before transitioning to making requests in code or in the Zapier automation tool. Finally, a Jira ticket will be created for Marketing Operations to check that the Marketo UTM tracking program and campaigns were created correctly and then activate the smart campaignsĪll the Python code used within the “Code by Zapier” actions can be be found in the “marketo_utm_tracking_automation” directory in Github.The Zap will then create a Marketo UTM tracking program and smart campaigns specific to the newly created UTM parameters.This Zap will then take the inputs to the Google Form and create the desired UTM parameters using formulas within another UTM Builder Google Sheet.A Google Form that will send UTM requests from marketing team members to a Google Sheet triggering a Zap in Zapier to run.Now that you understand how the Marketo UTM tracking program and campaigns are set up, I will show you how you can automate the creation of these programs and campaigns using the Marketo REST API and Zapier. mc user id, gets populated (for people who already exist in Marketo) or someone is created from the Web Service API with their mc user id already populatedĬhanging program status to reflect sign-up conversion Automating UTM Creation & Tracking A Signup Conversion occurs whenever a person’s online portal id i.e.A Contact Sales Conversion occurs whenever anyone fills out one of the contact sales forms and the Reason for Contact is a Sales Inquiry because in my company’s case we did not want to mark support or legal requests as conversions.This is achieved by including the Lastest Touch = UTM Querystring as a filter along with the triggers and other filters mentioned below. Remember that “Lastest Touch” field we set in the Marketo UTM tracking campaign flow above? Well whenever we get a person who signs up or contacts sales with this “Lastest Touch” field equal to the UTM querystring of our ad campaign then we know this ad campaign was the last thing they interacted with before carrying out these actions. Setting the Acquisition Program and Date in Marketo Marketo Conversion Tracking Campaigns In this example the “PPC” channel is being used which has the “Visited” status to track anyone who visits our website from an ad campaign and the “Converted” or “Contacted” status to track anyone who signs up or contacts sales straight from the ad campaign. The first step when creating a Marketo UTM tracking program is to create a “Default” program type and set the “Channel” to your paid advertising or attribution channel. The setup of the 03 Anonymous smart campaign is detailed in the Marketo Anonymous Leads & Attribution Tracking post. The “Marketo UTM Tracking Campaign” and “Marketo Conversion Tracking Campaigns” sections below detail the setup of the 01 Visit, 02 Contacted, and 02 Converted smart campaigns. Moving people to these program statuses is important because this allows us to report on cost per lead and cost per success within Marketo. Within the Marketo UTM Tracking program there are 4 different smart campaigns responsible for tracking visits or conversions and moving a person to the appropriate status in the program.
0 Comments
Leave a Reply. |