If you invest in paid advertising and use UTM parameter tracking, capturing that data in Salesforce and Marketing Cloud Account Engagement can help you uncover real-time Sales insight into the best performing marketing tactics with the highest ROI. To get started, there are a handful of configurations that will need to occur in Marketing Cloud Account Engagement (fka Pardot) and on your website.
CREATING A FORM HANDLER FOR UTM FIELDS
The first step to capturing UTM parameter data is creating the corresponding fields in MCAE on the Prospect record, and in Salesforce on the Lead record. You should have five fields created for UTM_Source, UTM_Medium, UTM_Campaign, UTM_Term, UTM_Content. If you use a multi-touch attribution model, consider duplicating, renaming and hiding a version of the fields that capture UTM data at the time the lead is first created. This allows your visible UTM fields to be overwritten with the most recent conversion, while preserving the initial conversion data.
Once your fields are created and synced correctly between MCAE and Salesforce, you can create your Form Handler. Add the UTM fields to your Form Handler as normal, with the data input set to text. Do not mark the fields as required in MCAE, if you do so in the form handler configuration and have them required on your website your form will not submit successfully. When your Form Handler is complete, copy the unique form handler code and match it to the form tag on your site.
For example, your form handler should look like the form below:
PARSING UTM PARAMETER DATA INTO FORM FIELDS