UTM parameters not captured in a Account Engagement prospect's Google Analytics fields

This could happen for prospects that already existed in Account Engagement , or for visitors who had viewed other Account Engagement-tracked pages before clicking on your link with UTM parameters. This is briefly explained in documentation.

Check the prospect’s activities and look for the very first visit. If the entry point is the URL with the UTM parameters, the values will be displayed in the prospect’s Google Analytics fields. Otherwise, they will not.

Your visitor might be using incognito mode or you are using a form with kiosk mode enabled. Either of these will prevent Account Engagement from associating the cookies to your prospect and as such, it won't recognize the visits, only the form submission.

A good way to identify this is that there are no visits at all in the prospect activities section.

This can happen, and a good way to identify it is comparing the exact time of the first visit (form or landing page view, for example), as well as the link with the UTM parameters. Whichever loaded first was the very first touch point.

It might happen that the link being used has a Google Click Identifier being used instead of the UTM Parameters. A URL with a Google Click Identifier basically looks like this:- http://www.example.com/?gclid=XXXXXXXX

The Gclid (Google Click Identifier) is a unique tracking parameter that Google uses to transfer information between your Google Ads account and your Google Analytics account. The UTM Parameters are basically nested in the Gclid.

Account Engagement is not able to track and record the parameters from such a link. You would need to remove the Gclid and manually add all the UTM Parameters.

If your page has a Account Engagement form iFramed within it, UTM parameters captured on website will not be passed to the form automatically. More information on passing parameters to the iFrame can be found in this article: https://help.salesforce.com/apex/HTViewSolution?urlname=Passing-URL-parameters-from-browser-to-iframe&language=en_US