Overview
Industry
IT Services and IT Consulting
Region
Global
Company Size
Enterprise
Featured Solution
UTM Tracking & Marketing Attribution Framework
About the Client
The client is a global cloud technology provider offering a broad portfolio of cloud services to enterprises, startups, and public-sector organizations worldwide. Known for delivering scalable and innovative cloud solutions, the organization supports businesses in accelerating digital transformation, improving operational agility, and driving innovation.
The Context
As part of its flagship industry event sponsorship program, the client used targeted digital campaigns to engage prospective sponsors and drive participation. Previously, the user journey followed an ‘Email → Prospectus → Airtable Form’ flow.
However, the existing setup lacked a mechanism to capture and preserve UTM parameters across touchpoints. As a result, attribution data was neither collected nor passed through the journey, limiting visibility into campaign performance and sponsor acquisition sources. The client needed a solution that could capture UTM data at the point of entry and maintain it throughout the user journey to enable accurate attribution and reporting within Airtable.
Business Challenges
UTM Parameter Loss Across Redirects
The sponsorship journey involved multiple redirects between platforms. UTM parameters were not consistently preserved, creating breaks in the attribution chain and resulting in incomplete campaign reporting.
Limited Flexibility Within Existing Infrastructure
The organization relied on Airtable as its attribution repository and required a solution that could work within the existing ecosystem. Budget and operational constraints prevented migration to a different platform.
Lack of Native UTM Passthrough in Marketo
The Marketo environment lacked custom redirect logic to capture and forward UTM parameters after form submission, causing attribution data to be lost before users reached the Turtl prospectus.
Incomplete Channel Attribution
Website and organic social campaigns relied on UTM tracking for performance measurement. Without attribution continuity, sponsor interactions appeared as unattributed traffic, limiting insight into channel effectiveness and campaign ROI.
Solutions
Here’s how we transformed a fragmented attribution process into a reliable, end-to-end marketing attribution framework:
- Established UTM Tracking at the Source
We updated all outbound links from the event sponsorship webpage to include standardized UTM parameters, ensuring attribution data was introduced and captured from the very first user interaction.
The framework included:
- UTM Source for originating platform identification
- UTM Medium for channel classification
- UTM Campaign for campaign-level reporting
- Implemented Custom UTM Passthrough Logic
We designed a lightweight JavaScript-based solution within the Marketo landing page that:
- Captured incoming UTM parameters from the URL
- Populated hidden UTM fields in the Marketo form to persist attribution data
- Stored attribution values during the user session without relying on cookies
- Dynamically generated destination URLs with preserved tracking parameters
- Redirected users to the Turtl prospectus while maintaining complete attribution context
This approach required only minimal changes to the Marketo form (hidden UTM fields), involved no cookie-based tracking, and remained easy to maintain and scale for future channels.
- Enabled Accurate Attribution Mapping in Airtable
Once attribution parameters reached the Turtl prospectus successfully, the existing tracking mechanism could capture and pass data into Airtable without interruption.
The solution ensured accurate mapping of:
- Source attribution
- Marketing channel attribution
- Campaign attribution
This provided a complete view of sponsor acquisition activity across channels.
Business Outcome
With the new attribution framework in place, the organization achieved significant improvements in campaign visibility and marketing measurement:
-
Complete End-to-End Attribution Visibility
UTM parameters were successfully preserved across every stage of the sponsorship journey.
-
Accurate Channel Performance Tracking
Website and organic social campaigns could now be reliably measured and attributed.
-
Improved Data Integrity
Airtable received complete and accurate attribution data for sponsor interactions, eliminating reporting gaps.
-
Scalable Campaign Tracking Framework
The solution established a reusable attribution model that can be quickly deployed across future sponsorship and event campaigns.
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Simplified Implementation
The JavaScript-based approach avoided complex platform reconfiguration and minimized ongoing maintenance requirements.
Highlights
100%
UTM Parameter Preservation
Full Attribution Visibility
Zero Native Marketo Modifications
Reusable Framework
Improved Data Accuracy
Conclusion
The implementation of a scalable UTM passthrough framework transformed a fragmented attribution process into a reliable, end-to-end marketing measurement system. Attribution data was preserved across platforms, reporting blind spots were eliminated, and sponsor engagement could be accurately tracked throughout the customer journey.
The result was complete visibility into campaign performance, improved data integrity, and a reusable framework for future initiatives, enabling the organization to make data-driven decisions and continuously optimize the sponsorship program.
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