Business Issue: Calculate which source, medium, campaign, and content played a pivotal role in bringing new customers.

Solution: In order to create the solution we need to first create a custom cookie where you can store both old and new UTM parameter values. You can follow the excellent article on why we should not look into the last Touch Attribution.

We will use a JS script to pass the values of the UTM parameters into the cookie old_mkto_UTM and new_mkto_UTM

old_mkto_UTM = stores cookie for 6 months and expires after that automatically.

new_mkto_UTM \= uses the current Utm values of the browser session.

Both of the UTM values are stored as hidden values since these values are always dynamic and you don’t want to fix it by passing it to a Marketo field.

Below is the form in Marketo lead database.

Let me know in case if you want to use the method to attribute leads. I will share the JS file which does all of this in Marketo.

Things to do in the future:

Create a Multi-touch attribution model like:

Linear Attribution Model: The linear attribution model is a conversion attribution model by which the conversion value is assigned to all the campaigns, mediums, or keywords that have participated in generating the conversion, proportionally.

Hybrid Model: Liner model with time decay and user behavior in the session.

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