Having trouble gathering all UTM exchanges because a system overwrites values or retains existing values?
Many systems only retain the most recent UTM parameters for a lead, causing a loss of information about lead activity when they are overwritten by new activities. Some systems are set up to retain the original value and do not log any subsequent activity. What occurs is dependent on how you've set your system requirements.
Openprise enables you to capture new UTM parameters as they come in, write them to the campaign membership records, and enable that activity history to be captured for attribution, influence, and engagement reporting.
When a form is submitted, API Factory uses the Marketo webhook to get the UTM information from the form. This data is then stored in a manual data source within Openprise.
Using this Manual Data Source, you can look through all associated leads and contacts and the campaign member records to update the campaign member information.
We capture every UTM parameter associated to a campaign member record provided by the form. This enables the leads or contacts to be associated with all the appropriate campaigns with their campaign membership statuses, so that all the different forms completed are retained, rather than just the most recent one.
Then, the UTM is blanked out so that the next activity can be recorded. The history for each UTM parameter is retained in Openprise so that attribution and other analysis can be completed.
This ties all of the form fills to the appropriate SFDC campaigns. You can also pull in data from other hidden fields in Marketo forms.
This requires data from both Salesforce.com and Marketo.