What is Inbound Source Capturing?
The process that allows you to capture where your inbound visitors are coming from, regardless of source (e.g. from a 3rd party site to your company page).
What is Cookie Tagging?
The process that allows you to add Eloqua tracking code to an unknown visitor's internet browser, subsequently letting you track and record their behavior on your pages. When the visitor converts and reveals themselves, Eloqua will attach all previously tracked behaviors to that newly created contact.
When would you want to use inbound source capture and cookie tagging?
- When you want to track the reach of your content and success of the marketing efforts driving to your content--that is, non-owned, non-paid sources (e.g. from social media, partners, or 3rd party sites)
- When the lead is being routed through non-Eloqua assets (which means you can't get Eloqua tracking on their browser).
How is this achieved?
In Eloqua you can create a redirect page that:
- Sends the lead to an Eloqua landing page
- Submits a blind form
- Sends them to their expected destination
This all occurs within a second or two and does not disrupt your visitor's experience with your content.
#1: CREATE YOUR BLIND FORM
Create a blind form that gets submitted whenever a visitor (with the appropriate URL) hits the page. Include all the fields and values you want to track. You should work closely with your data & analytics manager to define these fields.
One field you must include: a "Destination" field that contains the URL the visitor needs to be redirected to.
In the processing steps, you then must add a "Redirect to Webpage" step that is dependent on your newly created destination field.
#2: DEFINE YOUR DATA VALUES FOR TRACKING
Create a naming convention document that aligns with the fields that are on your form. If possible, standardize the values being used so as to limit variations in the data.
#3: CREATE YOUR TRACKING URLS
Create a file (can be done in Excel) that concatenates all the values, including the destination URL where the visitor should be ultimately directed.
The concatenation should include the required characters to separate the field values. The URL formula:
Replace what is in the brackets. You will need your site ID, the name of your newly created Eloqua blind form, the hidden fields, and the static values you want submitted.
An example of a final URL:
Though this is an active link that can be immediately used, you will want to shorten it for aesthetic purposes and to improve user experience. You can use any URL shortener to do this.
#4: POST YOUR LINKS
Once that's done, you can provide to your marketing teams to provide to partners, 3rd party sites, or social media to link back to your content.
When the link (added to our Tweet) is clicked, the visitor is immediately directed to their desired destination page:
What the visitor does not see is the form that gets submitted on the backend in Eloqua, capturing all the values we defined in the URL.
#5:TRACK YOUR SUCCESS
If you have email notifications set up, you should be able to see all the values that get submitted each time a visitor is redirected through your tracking page. NOTE: You will need to set up web data lookup on the page if you want known contact data populated in the contact fields (email address, first name, last name). If the visitor has not converted yet, you will not see any value in the contact fields.
In this scenario, we will see that a visitor to our Self-Help log in page (Content) came from our SNTC Convergence Twitter campaign.