Marketo Forms Attribution Tracking
Capture granular marketing attribution data in every Marketo lead record. AttributionHub works with Marketo's standard forms, MktoForms2 SDK, and iframe embeds — populating hidden fields with UTM data, referrers, and landing pages automatically.
The Attribution Problem in Enterprise Marketing
Marketo is built for enterprise marketing teams managing complex, multi-touch buyer journeys. You've got programs, campaigns, lead scoring models, and revenue attribution reports. But one thing Marketo doesn't do well out of the box is capture first-party UTM data at the individual form level.
Sure, you can use Marketo's own first-touch and multi-touch attribution models. But these rely on Marketo's tracking cookie and program membership. When a prospect visits your site from a specific Google Ads keyword, fills out a form, and becomes a lead, the granular UTM parameter data often doesn't make it into the lead record in a clean, queryable format.
AttributionHub solves this by capturing UTM parameters, referrers, and landing page data at the browser level and writing them directly into Marketo form hidden fields. Every lead record gets populated with the exact marketing context that brought the prospect to your site.
What Data Gets Captured
UTM Parameters
Source, medium, campaign, term, and content — captured from URLs and written into Marketo custom fields.
Landing Page & Referrer
The exact entry page and referring domain, giving you complete visibility into how prospects find your forms.
Channel Classification
Automatic categorization into Paid Search, Organic, Social, Email, Direct, and Referral — consistent across all leads.
First Touch & Last Touch
Capture both the original discovery source and the converting touchpoint, supporting multi-touch attribution models.
How It Works
AttributionHub supports all three ways Marketo forms can appear on your site: standard DOM forms, the MktoForms2 SDK, and iframe embeds.
Install the Tracking Script
Add the AttributionHub tracking script to your website.
Configure Your Marketo Form
Create lead fields in Marketo and add them as hidden fields to your forms.
Verify Your Setup
Submit a test form and check the lead record in Marketo to confirm the attribution fields are populated.
Use Cases
Enterprise B2B Marketing — Attach precise UTM data to every lead that enters your Marketo database. Use it for lead scoring, segmentation, and closed-loop reporting with Salesforce.
ABM Campaigns — When running account-based campaigns with custom landing pages, attribution tracking tells you exactly which touchpoints drive form fills from target accounts.
Content Marketing — Track which content assets and promotion channels drive the most qualified leads. Compare gated content performance across paid, organic, and social channels.
Multi-Region Teams — Global marketing teams can track which campaigns work best in each region by combining attribution data with existing Marketo lead fields.
What Makes AttributionHub Different
All Marketo Form Modes
Supports standard DOM forms, MktoForms2 SDK, and iframe embeds. All three modes are detected and handled automatically.
SDK-Native Integration
For SDK-based forms, uses the official MktoForms2.addHiddenFields() API rather than DOM manipulation — the cleanest approach.
CRM-Ready Data
Attribution fields sync to Salesforce (or any CRM) through Marketo's standard field sync, keeping data consistent.
First-Party Data Collection
No reliance on third-party cookies. Attribution works even with strict browser privacy settings.
Frequently Asked Questions
Does this replace Marketo's built-in attribution?
No, it complements it. Marketo's program-based attribution tracks engagement with Marketo programs. AttributionHub captures granular UTM and referrer data at the form level, which is a different (and often more actionable) data set.
Will attribution data sync to Salesforce?
Yes. Since attribution values are stored as standard Marketo fields, they sync to Salesforce through Marketo's native CRM sync — no additional integration needed.
Does it work with Marketo landing pages?
Yes. If your Marketo forms are on Marketo landing pages, the AttributionHub script just needs to be included in the page template. It works the same way.
How does it handle known visitors?
AttributionHub captures attribution data on every visit. For returning visitors who are already in your Marketo database, the last-touch fields update while first-touch fields are preserved.
Want to learn more about this integration? Read the full Marketo setup guide for detailed configuration and troubleshooting.
Start Tracking Your Marketo Lead Sources
Capture granular UTM data in every Marketo lead record — across all form deployment modes.