Basic channel attribution: can anybody help?

Davide Bruneri

Dear team,

I have a urgent matter I'd like to share. Topic is marketing attribution and reporting.
Let's say a user visits my website coming from Adwords:
he lands on my page with an UTM parameter, clicks on another menu entry, looks around and then converts.
This is somehow tracked in the timeline.
The question is: how do I report it? Is it a cookie tracking? we cannot rely on pure utm parameter tracking since it is not passed through pages and if the user does not convert on the landing page the URL parameter can't be grabbed.

How can I download a list of leads (with names) who filled out a form after clicking on:

  1. Adwords Ad 
  2. Organic listing


How does the adwords connector know somebody filled a form? That act-on tag visitors from adwords with a _search parameter stored in cookie?
how come can't I see it in my lead lists even though I correctly added it in my forms?^
And most important of all: which marketing attribution model does act-on use?

Thanks,

Davide

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    Chris Apgar

    Hi Davide,

    There are a ton of good questions in your post! I don't think I can answer them all in one go, so here's some information to start and you can feel free to ask anything else that's left.

    In short, by default there isn't a way to track attribution across multiple clicks in your website. Even though as you say there are tracking components throughout Act-On that get tied together on the contact's activity timeline, they aren't combined in a form submission. In my understanding, there are two main ways to deal with this:

    1. Build a custom solution that uses javascript to persist UTM parameters (and add new ones) across your website, such that they will make it into your Act-On forms. One of our partners has come up with a really nice solution here:
    https://www.alles-over-marketing-automation.nl/2019/10/source-tracking-in-act-on/

    2. Use segmentation to gather a list of contacts that match these criteria. Since these individual data points are tracked in Act-On you can create a list segment that checks for form submissions, web visits, etc. You should be able to create a query that satisfies what you're looking for.

    Hope this is at least a helpful starting point!

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