A word of caution, if you’re yet to turn on Connected Campaigns there are some considerations and steps to follow to ensure you don’t lose access to campaigns that currently only exist in Pardot. Hit the link below for more information: • Pardot Connected Campaigns Lead source and UTM tracking In Pardot, a prospect’s source is determined by the referring URL, which means the page the user was on before visiting a page with Pardot tracking for the first time. A simple example: when a prospect visits my LinkedIn profile and then clicks to the MarCloud website and converts, the referring URL is https://www.linkedin.com/in/thomasmatthewryan/ and because no additional URL tracking has been added to say otherwise, the prospect’s source will be LinkedIn. However, Pardot looks at both the vendor and type. So in the case of Google, it looks at whether the referrer is natural search, paid search, empty, etc. to better classify the prospect source as Google Paid Search (Google Ads), Google Ad (content network ad), or Google Natural Search. This ability to populate the prospect’s source automatically is great, but there are times the source will be empty or we want to see more information i.e. which Google Ads campaign generated the conversion. This helps attribute ROI to specific activity types i.e. a Facebook page post versus an ad campaign. That’s where UTM parameters come in. UTM parameters supersede the default Pardot source attribution. They are the ideal way to understand exactly which marketing activities delivered prospects, leads and sales. If you’re new to UTM parameters, it’s time to swot up. • UTM parameters are used to populate detailed source fields • Prospect lead source is complete for the majority of prospects. for prospects. 13 marcloudconsulting.com