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How to Capture UTM Parameters in Account Engagement (Pardot)

Are you looking for a way to capture UTM parameters across multiple site visits and different pages? Here's a (relatively) easy way to do it with minimal programming experience necessary.

I spoke at Dreamforce 2022 and Mardreamin' 2022, demonstrating an easy method to capture inbound UTM variables from third party sites and advertising links and capture them on your Pardot/MCAE forms:

Across Time...

What if someone visits your site, leaves, and then comes back as a direct visitor without the UTMs? No problem, this method stores the UTM's for up to 30 days and will place them in your form's hidden fields.

Across Space...

What if they navigate to different pages from the one they landed on? What if they navigate to or from a Pardot landing page and your main site? Again, no problem, you're covered.

Across Campaigns...

What if they convert on one campaign and come back and fill out a different form on another? This method will capture and hold the first UTM from the first conversion and allows the most recent UTM to 'float', so you get first and last attribution.

This is the recording of the Mardreamin' 2022 presentation. Slide deck is below.



*As of April 2022, Pardot has been renamed Marketing Cloud Account Engagement, as part of Salesforce's effort to organize all the marketing products under the same platform umbrella. "MCAE" is simply the same Pardot we know and love under a new name. The product is temporarily being referred to as "Marketing Cloud Account Engagement powered by Pardot."   

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