Custom multi-domain tracking for better reporting

The client’s business name has been redacted for confidentiality reasons.*

MarCloud’s client is a leading UK-based teacher training organisation, running training programs for teachers, school leaders, and system leaders serving children from disadvantaged backgrounds. They aim to empower educators to deliver the best outcomes for their students.

The client faced significant issues with campaign tracking, hindering their ability to effectively report on the success of various campaign activities. Their use of Salesforce Experience Cloud sites and third-party integrations for program registration spanned multiple domains, complicating the tracking process. Additionally, their Account Engagement tracking code was not integrated with the cookie consent tool (OneTrust), leading to a loss of valuable tracking data.

Engaging MarCloud, the goals were to:

• Integrate Account Engagement tracking with OneTrust to capture comprehensive tracking data.

• Enable seamless tracking of campaign activities through to Salesforce.

• Ensure the ability to track campaign performance from initial contact through to registration.

Through a process of discovery and collaboration with the team, MarCloud developed and implemented several key solutions:

Integration with OneTrust:

• Issue: The existing setup of the Account Engagement tracking code was not compatible with the OneTrust cookie consent tool, resulting in lost tracking data.

• Solution: MarCloud reviewed and updated the implementation, enabling the Account Engagement tracking code to activate upon user acceptance of tracking cookies and deactivate upon denial. This ensured that tracking data was only captured with user consent, in compliance with privacy regulations.

UTM tracking implementation:

• Issue: The client needed a robust way to track the journey of applicants from various campaigns to their final registration.

• Solution: MarCloud implemented a UTM tracking solution that captured campaign, source, and medium information via URL parameters. Registration forms were reworked to share UTM data with both Account Engagement and Sales Cloud. This included setting a UTM-tracking cookie to maintain data integrity even if the prospect’s journey was not direct. By capturing both first and last UTM fields, the client could analyse the effectiveness of initial and subsequent campaign interactions.

Integration with Google Tag Manager:

• Issue: Ensuring proper alignment of tracking codes with the appropriate cookie categorisations set by OneTrust.

• Solution: MarCloud configured Google Tag Manager to integrate Account Engagement and UTM tracking codes, ensuring they followed the categorisation rules established by OneTrust.

Salesforce Flows for attribution reporting:

• Issue: Capturing UTM data on campaign member records for comprehensive attribution reporting.

• Solution: MarCloud utilised Salesforce Flows to ensure valuable UTM data was captured and made available on campaign member records. This enabled the client to attribute successes accurately to specific campaigns.

This comprehensive tracking solution enabled the client to overcome the challenges posed by multi-domain tracking and cookie consent integration. The collaboration with MarCloud Consulting provided the following benefits:

• Enhanced tracking accuracy: Integration with OneTrust ensured that all tracking data was captured in compliance with user consent.

• Improved campaign insights: The UTM tracking solution provided detailed insights into the performance of both initial and ongoing campaign activities.

• Seamless data integration: Google Tag Manager and Salesforce Flows ensured that tracking data was accurately categorised and attributed, providing a clear view of the prospect’s journey from initial contact to registration.