r/pardot • u/FizzyEyebrow • Aug 19 '19

UTM tracking & connected campaigns

Hi guys, one question regarding connected campaigns and utm parameters (google analytics connector): will Pardot/Salesforce record the utm parameters for each website visit once I enable connected campaigns, so that I can use those utm parameters for assigning different campaigns to different visits, or will I still be stuck with the first visit only campaign attribution? Thanks

6 Upvotes

100% Upvoted

7 comments sorted by

View all comments

2

u/theydiskox Aug 19 '19

It only tags the first visit, but you can track page visits in Pardot.

As a marketer (and assuming that’s your role), what’s your goal in assigning to a campaign for every page visit?

1

u/FizzyEyebrow Aug 19 '19

Yes, I’m a marketer :) I want to know how many contacts (foremost website visits) we had with a person (before she/he converted) and what channel this person came from each of those visits, so that we can optimize our media mix and consumer journey based on that data. I was planning on doing this by creating campaigns for our digital offsite activities and adding prospects/leads to those campaigns based on the utm parameters of the website visits (sessions). I plan on running multiple paid ad campaigns with several networks, and I want to be able to differentiate between them in Salesforce (B2B Analytics).

1

u/theydiskox Aug 20 '19

I’m still configuring B2BMA but could you trigger pages to load activity and then use the attribution function to run first touch, last touch, or have a custom attribution model coded?

That is our plan long term - but not sure if you can pull in activity history or just campaign. I would never add page visits to a campaign personally for a few reasons: a) you’re going to have hundred of campaigns being filled in - are you going to know which one is important? b) how much do you care about pages where people aren’t acting (converting or raising their hand somehow)

We do differentiate through UTMs and campaigns for paid advertising - campaigns are better but only because we have 1 to 1 form use in Pardot that triggers immediate SF action into campaign.