Overview

This article provides a detailed guide on tracking the effectiveness of employee-shared content in cross-channel marketing campaigns by using Eloqua and Salesforce. It outlines a three-part process involving the creation of custom hidden fields in Eloqua to capture query string data, mapping these fields to corresponding Salesforce fields, and tracking UTM parameters in forms built by Eloqua. The goal is to enable first-touch attribution and measure the conversion of leads from specific content sources.

Information

In cross-channel marketing, there are many different entry points to your landing pages. It's beneficial to monitor which sources, campaigns, content variants, and other elements are generating traffic and conversions on your content.

In this first-touch attribution model using Eloqua and Salesforce, you can view all leads converted from employee-shared content. By utilizing hidden form fields and UTM tracking, you can track and measure leads in Eloqua forms and Salesforce. Attribution is possible only with content that includes lead capture, such as download forms for eBooks, webinars, or other assets that require a gated form to access the content.

There are 3 parts to this process:

Creating a new custom field in Eloqua
Mapping Eloqua properties to Salesforce fields
Adding the newly created form field in Eloqua

PART 1: Create a Custom Field in Eloqua

In Oracle Eloqua, to find the Database name for a field, follow these instructions:

Log in to Oracle Eloqua

In the top right corner, click on the gear icon:

This will open the Settings menu. In the Database Setup section, click on Fields & Views:

In the Fields section, find the field you want to write the query string parameter value to and click on it to see more details. Here, look for Database name:

Use the Database name to specify this field when setting up the hidden field on your Form CTA.

Set up Form CTA Hidden Fields to Capture Query String Data

To capture query string parameter data each time a Form CTA is submitted, use a hidden field. This field is not visible to the visitors who fill out a Form CTA and invisibly passes data to the connected MAP each time the CTA is submitted.

Remember:

You need to create a separate hidden field for each distinct query string parameter you want to capture.
You must add each hidden field to each Form CTA individually. If a hidden field for a given query string parameter is not present on a particular Form CTA, that Form CTA will not send query string data for that parameter to your MAP.

Open the CTA Editor for the Form CTA on which you want to use the hidden field. Click on Layout, then click on Manage next to Form Fields to open the Manage Fields menu. Click on the Add New button to add a new field.

In the Search box, type in the field label/name for the MAP field where you want to record the query string data. Use the regular field label when searching, not the unique field name you identified earlier. The label is called differently in various MAPs:

HubSpot: Label
Eloqua: Friendly Label
Oracle Eloqua: Display name
Pardot: NAME

When you have the field you want, click on Apply. This will populate the API Name and Field Label fields in the Field Settings section. Ensure the API Name matches the unique field name you identified earlier to verify that you have the correct field:

Under Field type, use the dropdown to select Hidden. Check the box next to Allow query string values to populate this field. A new field called Param name will appear. In this field, type in the name of the query string parameter you want to capture with this hidden field:

For the Param name, enter the part of the query string that's between the ? and the =. For example, if the query string is ?campaign=examplecampaign, then you would enter campaign into the Param name field.

Click on the Save button to create the field and return to the Manage Fields menu. The newly created field will be shown under the Existing Fields list:

Repeat steps 3-9 to create additional hidden fields for any other query string parameters you want to capture. Close the Manage Fields menu to return to the CTA Editor and check the boxes next to the new hidden fields to add them to the Form CTA:

Your changes will be saved automatically and will take effect immediately on this Form CTA. Form fields are specific to each Form CTA, so you have to create and add the new hidden field(s) to every CTA separately. You can either repeat the steps above for any other Form CTAs on which you want to capture query string data, or simply copy this CTA and modify it as needed.

PART 2: Map Eloqua properties to Salesforce fields

Once hidden form fields are created, you will need to map Eloqua properties to Salesforce fields. They must have corresponding field types to sync properly.

Step 1: Access the Contact Record in Salesforce

In Salesforce (Lightning), go to the contact level, select a contact, and click 'Edit Object'.

Step 2: Select the Salesforce Field

Select 'Field and Relationships', identify the field you want to attach to the previously created Eloqua field (in this example, ‘Lead Source”) and select it.

Step 3: Edit Picklist Options

This will take you to another page where you can edit picklist options, select 'New' and create your new “PostBeyond” field option.

Step 4: Save the New Field Option

Fill out the details and 'Save'.

PART 3: Track UTM in Forms built by Eloqua

First, we’ll need to add a hidden form field. Hidden form fields can silently capture data without the visitor’s input. Here’s how it works.

The Oracle Eloqua form Design Editor uses three types of design components to build your forms: contact fields, form elements, and field groups. These components are found in the Design tab. Drag-and-drop them onto the canvas to add them to your form.

Learn more about each of these form design components and how to customize them:

For more information on Eloqua campaigns, visit their help centre here.

Helpful Resources

FAQ

What is the purpose of creating hidden fields in Eloqua?

Hidden fields in Eloqua are used to invisibly capture query string parameter data when a Form CTA is submitted, which helps in tracking the source of traffic and conversions without being visible to the visitor.

How do you map Eloqua properties to Salesforce fields?

To map Eloqua properties to Salesforce fields, you must access the contact record in Salesforce, select the relevant field, and ensure that the field types correspond between Eloqua and Salesforce to enable proper syncing.

What are the benefits of tracking UTM parameters in Eloqua forms?

Tracking UTM parameters in Eloqua forms allows marketers to identify which campaigns, content variants, and sources are generating traffic and conversions, enabling them to optimize their marketing strategies based on data-driven insights.

Can I use the same hidden field for multiple Form CTAs in Eloqua?

Form fields are specific to each Form CTA in Eloqua, so you need to create and add new hidden fields to every CTA separately. However, you can copy a CTA with the hidden field and modify it as needed for other CTAs.

Who should I contact if I have questions about tracking PostBeyond Salesforce attribution via Eloqua?

If you have any questions regarding the process, you can contact the support team at support@postbeyond.com.