Leveraging UTM Values with Marketo for Tracking Un-Gated Assets

UTM parameters could be utilized to track user interactions with your content. However, tracking engagement can pose a unique challenge when it comes to un-gated assets. How do you capture valuable data when users aren't required to fill out forms?

Let’s shed light on two strategies that can elevate your tracking game: persisting UTM values in browser storage and immediate posting to Marketo.

Persisting UTM Values in Browser Storage

Imagine a user interacting with your un-gated asset, perhaps a whitepaper or webinar, without filling out any forms. In such cases, persisting UTM values in browser storage become invaluable. By storing these parameters locally, you can later populate form fields with the captured data when the user fills out a form on your website.

But what if the user doesn't return with UTM parameters in the URL? Fear not, for here's where strategic tactics come into play. By storing UTMs in cookies and utilizing them to fill out hidden attribution fields on subsequent forms, you ensure a seamless flow of data even when users navigate away from the original entry point.

Moreover, integrating this tactic with content tracking allows you to gauge user behavior more comprehensively. By associating UTMs with specific content offers, you gain insights into the user's journey, from initial touchpoints to eventual conversions.

Immediate Posting to Marketo

Alternatively, consider posting UTM values directly to Marketo for instances where immediate action is preferred. This method offers real-time insights, particularly beneficial when there's already a Marketo record associated with the user.

Picture this: a user interacts with your un-gated asset, triggering a Marketo form with no visible fields, just a seamless experience. Behind the scenes, UTM values are posted to Marketo, enriching the user's profile with valuable data. Even if the user is not a known lead, a new record is created, ensuring no engagement goes unnoticed.

Later, as you gather more information about the user, such as their email address, you can enrich the lead's profile accordingly, painting a clearer picture of their journey.

Whether it's persisting UTMs in browser storage for seamless data capture or immediately posting to Marketo for real-time analysis, these strategies empower you to optimize campaigns and drive meaningful results.

Happy Marketo’ing! 💜