Learn how to automate workflows using the Marketo API, Zapier, Python, and Google Scripts
As marketing operations professionals I’m sure we’re all familiar with how important it is to be able to show marketing’s contribution towards growing revenue. This is why having an attribution model in Marketo to tie people and opportunities back to the marketing campaigns that created them is fundamental to proving marketing ROI and effectiveness.
This post sets out to demistify the enigma of Marketo anonymous leads and how they interact with your attribution smart campaigns. Once we have gone through the quirks of tracking attribution for Marketo anonymous leads I will show you how to modify your smart campaigns so that these leads will always get their first and last touch attribution fields set correctly.
Take the first step towards becoming an attribution master by learning how to set up Marketo UTM tracking programs and smart campaigns to match website visitors to particular ad campaigns, set first and latest touch attribution fields, and track downstream conversions to signup or contact sales forms.
