When to Use Account Engagement Campaign or Source Field

Account Engagement Campaigns

An Account Engagement campaign is a touchpoint that tracks the first interaction a prospect has with your marketing assets.

• A campaign is set when a prospect first interacts with a tracked link or tracking code.
• Each prospect is associated with only one Account Engagement campaign.
• You can manually change a prospect’s Account Engagement campaign, but this change affects reporting.

Source Field

Lead Source is a Salesforce field, which is often set through manual updates to CRM records. If you use a Google Analytics connector, the Lead Source field can be set by UTM parameters. The corresponding Account Engagement field is Source on the prospect record, which can sync to Salesforce.

• The Pardot Campaign field doesn’t affect values in the Source field.
• By adding Google Analytics UTM parameters to links that drive prospects to your website, your Google Analytics reporting can indicate which campaigns generate more prospects.
  • If a prospect’s first touchpoint is a link with a UTM parameter that links to a page with a tracking code, the parameter is recorded on the prospect’s record.
  • You can report on the UTM source, medium, content, term, and keyword parameters from Account Engagement.
  • When a prospect’s UTM Analytics Source field is set, the value is added to the Source field.

If a visitor’s first touch is from social media or search, Account Engagement can fill in the Source field. See How a Prospect’s Source Field Is Populated.

How to Use Account Engagement Campaigns or Source Field

Using Account Engagement campaigns helps you monitor marketing efforts.

• See how many prospects are associated with your marketing campaigns.
• Create a landing page. When you create a landing page and relate it to a campaign, tracking code specific to that campaign is included.
• Relate marketing assets to Account Engagement campaigns. Then, group and filter your Account Engagement reports by campaign to determine which marketing assets converted the most prospects.

Using the Source field offers some flexibility.

• Automatically populate the source field through the UTM source parameter.
• Add UTM parameters to Pay Per Click links or links on partner websites that drive prospects to your site.
• Use custom redirects and the UTM source parameter to set a prospect’s source.
• Update the Lead Source field in Salesforce.
• Run reports in Account Engagement by filtering prospects by their specific source values and exporting the data to a CSV file.