Everything You Should Know About UTM Parameters in Pardot
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UTM parameters allow marketers to track traffic from various sources like email, social media, and banner ads in Google Analytics. The Google Analytics Connector in Pardot pulls UTM parameters into Pardot and syncs data to Salesforce. Considerations for using it include that existing prospects are not updated and it only tracks the first touchpoint. Hidden form fields in Pardot allow more control over tracking, like updating existing prospects or choosing first vs last touch attribution. Custom objects in Salesforce can capture every UTM touchpoint across leads and contacts.
Everything You Should Know About UTM Parameters in Pardot
- 1. Everything You Should Know About UTM Parameters in Pardot
- 2. Hello! JENNA MOLBY - 4x Salesforce Certified - Salesforce Marketing Champion - 2019 Salesforce MVP - Pardot & Salesforce blogger @ jennamolby.com
- 3. Agenda Google Analytics Connector What it is and considerations for using it. UTM Parameters & Hidden Fields Benefits, how to add hidden fields & populating form fields. Take Your Tracking to the Next Level Custom objects, first touch, last touch & more
- 4. UTM parameters are tags you add to a URL. Marketers use this to track the traffic from various sources such as email, social media, banner ads, etc. The tags can be sent back to Google Analytics and tracked, which can gauge the effectiveness of campaigns.
- 6. The Google Analytics Connector What it is and considerations for using it.
- 7. ● Pulls UTM parameters into Pardot. ● Collects data from five Google Analytics tags: campaign name, medium, source, content, and term. ● Simplifies the flow of Google Analytics data between Pardot and Salesforce. Google Analytics Connector Overview 7 Pardot Salesforce
- 8. V Considerations for using the connector Existing prospects are not updated Always uses Pardot’s value First touch point only Sync behavior for Pardot's Google Analytics fields is set to use Pardot's value, and can't be changed. UTM is updated for the first touchpoint only. When an existing prospect clicks a tagged link, the Google Analytics section of their record doesn’t populate.
- 9. UTM Parameters & Hidden Fields
- 10. Benefits to using hidden form fields First touch or last touch You can control which information is populated & when. Populate data for existing prospects Ability to update UTM data for existing prospects. Control the sync behavior Choose to use Pardot’s value or Salesforce’s value as the master.
- 11. How to use hidden fields in Pardot forms 11
- 12. ● Use the Campaign URL Builder to generate your tagged URLs. ● The hidden fields in your Pardot form will populate automatically if the FIELD ID and PARAMETER NAME match. ○ Example: If your field name is “medium” and your URL uses utm_medium, the fields will not automatically populate. ● If the field ID and parameter name DO NOT match you can add JavaScript to your page to populare the hidden fields instead. Creating URLs & Populating UTM Fields 12
- 13. Take Your Tracking to the Next Level Custom objects, first touch, last touch & more
- 14. Capture UTM Touchpoints in a Custom Object
- 15. Capture UTM Touchpoints in a Custom Object
- 16. Capture UTM Touchpoints in a Custom Object 1. Create a custom object in Salesforce 2. Create custom fields for the custom object 3. Create a record-triggered flow in Salesforce that is triggered when a UTM value on the lead is updated 4. Create a record-triggered flow in Salesforce that is triggered when a UTM value on the contact is updated Full instructions & screenshots: https://jennamolby.com/how-to-capture-every-utm-touchpoint-in-salesforce/
- 17. Capture First and Last Touchpoint
- 18. Capture First and Last Touchpoint 1. Create fields for First UTM Source Touch, Last UTM Source Touch, etc. 2. Use the “Last UTM” fields within your Pardot forms. 3. Create a flow in Salesforce using Process Builder or a Workflow rule to populate the “First UTM” fields.
- 19. Capture First and Last Touchpoint
- 20. Capture First and Last Touchpoint
- 21. Thanks! Does anyone have any questions? contact@jennamolby.com jennamolby.com
- 22. ◂ The Ultimate Guide to Capturing UTM Parameters in Pardot ◂ Google Analytics Connector Implementation Guide ◂ 10 FAQs on the Pardot Google Analytics Connector ◂ Tracking Lead Source in Pardot ◂ Ways to Capture Lead Source in Pardot and Salesforce Resources