UTM Capture & Reporting for Account Engagement is a tool that integrates UTM data into Salesforce from Account Engagement (formerly Pardot). It allows you to track the source of every UTM-tagged interaction of your prospects, leads, and contacts, providing deeper insights into your marketing campaigns by capturing UTM parameters and linking them to Salesforce campaign members

The solution collects UTM parameters from Account Engagement and stores them in custom objects in Salesforce. These records are then associated with leads and contacts, and they are used to create campaign members that provide insights into which campaigns drove specific visits or conversions.

The solution captures standard UTM parameters, including source, medium, campaign, term, and content. Additionally, it can capture the Google Click ID (GCLID) and associate it with opportunities that result from lead conversion, and allows you to add your own UTM parameters, providing even more precise tracking for paid advertising and organic campaigns.

Installation is simple and involves adding the package to your Salesforce instance. Detailed instructions are available in our help docs, and we provide support for configuring it to best fit your organization's needs.

Absolutely. This tool is designed with B2B marketing in mind, allowing you to understand which marketing channels drive high-quality leads and opportunities, specifically for Salesforce users.

By capturing UTM parameters and associating them with campaign members, you can create comprehensive reports directly within Salesforce. These reports show the effectiveness of different channels, campaigns, and content pieces, enabling you to evaluate and optimize your marketing strategies based on reliable data. In addition, you are able to create Google Analytics-like UTM-driven website activity reports using the UTM data.

While UTM Capture & Reporting focuses on bringing UTM data into Salesforce, it works well alongside Google Analytics by providing a complete view of how online engagements translate into pipeline and revenue. You can use Salesforce data to validate and enhance the insights you get from Google Analytics.

JavaScript-based UTM capture solutions often require custom coding on each form or landing page, which can be time-consuming and prone to errors. Additionally, these solutions can only capture first-touch and latest-touch UTM data, meaning they miss all intermediate and subsequent touches. They are also limited to recording touches when someone fills out a form, resulting in incomplete data capture. In contrast, UTM Capture & Reporting for Account Engagement is a packaged solution that integrates seamlessly with Pardot and Salesforce, allowing you to capture all UTM touchpoints throughout the entire customer journey, regardless of form submissions. This reduces the need for ongoing maintenance and minimizes the risk of inconsistencies across different pages.

Using our packaged solution offers several benefits over a custom JavaScript approach, including easier installation, reduced maintenance, and more consistent data capture. Since our tool is built specifically for Salesforce and Account Engagement (Pardot), it provides native integration, automated campaign member creation, and the ability to easily generate reports without needing to manage custom code or troubleshoot JavaScript issues.

JavaScript-based UTM capture solutions work by adding custom JavaScript code to your website's forms and landing pages. This code captures the UTM parameters from the URL when a visitor arrives on your site and stores them in hidden form fields. When a user submits a form, the UTM data is then captured along with the form submission and recorded in your CRM or marketing automation platform. However, these solutions are limited in their ability to track multiple touchpoints throughout the customer journey and often require ongoing maintenance and troubleshooting.