Marketo
Attribution data in Marketo
Know which campaigns and channels actually grow your Marketo list.
Your website
Script installed
SourceTag
Captures attribution
Your forms
Hidden fields sent
Marketo
Data arrives tagged
Your website
Script installed
SourceTag
Captures attribution
Your forms
Hidden fields sent
Marketo
Data arrives tagged
The problem
Marketo tracks opens and clicks after someone subscribes, but can't tell you what brought them to your site in the first place. You see subscribers, not the campaigns that created them.
How to set it up
SourceTag captures attribution data on your website. When someone submits a form connected to Marketo, hidden fields carry the channel, source, campaign, and keyword into their subscriber profile.
Install SourceTag on your site
Add the script tag to your site header, or install the WordPress plugin.
Add hidden fields to your forms
Add hidden fields for attribution data to the forms connected to Marketo. The field names map to subscriber properties.
Check subscriber profiles
Submit a test form with UTM parameters. The attribution data shows up as properties on the subscriber profile in Marketo.
Segment subscribers by channel
Once attribution data lands on subscriber profiles in Marketo, you can build segments based on how people found you. Send different sequences to paid vs organic subscribers. See which campaigns actually grow your list.
By channel
Paid Search, Organic, Social, Referral, Direct
By campaign
Which ad campaigns drive the most signups
By landing page
Which pages convert visitors into subscribers
Frequently asked questions
Yes. Once attribution data lands on subscriber profiles, you can build segments like "came from Paid Search" or "landed on the pricing page" and use them in automations.
If Marketo has embedded forms that support hidden fields, SourceTag can populate them. Otherwise, use a separate form builder and connect it to Marketo.
The channel, source, campaign, keyword, and landing page that brought them in. Both first touch and last touch if you capture both.
Yes. Attribution fields on subscriber profiles work like any other custom property. Use them in automation triggers, conditions, and segmentation.
Related integrations
Done-for-you attribution. Set up in 5 minutes.
14-day free trial. No credit card required. Every lead tagged with the source that created it.