Case Study:

Marketing Mojo Identifies Attribution Tracking Issues for LexisNexis Risk Solutions


Overview

LexisNexis’ Risk Solutions provides customers with solutions and decision tools that combine public and industry specific content with advanced technology and analytics to assist them in evaluating and predicting risk and enhancing operational efficiency. Marketing Mojo helped the Risk Solutions group with managing its Google Ads. However, in working with the LexisNexis Risk team, we identified early on that the conversions tracked in Google Ads were not matching with the Eloqua marketing automation system.

Solution

Marketing Mojo began investigating the discrepancy between Google Ads and Eloqua. While Google Ads tracked each form completion on the Contact Us website page as a conversion, these conversions were not showing as attributed to Google Ads in Eloqua. The problem was tracked down to the Contact Us form, which was generated in Eloqua and entered or updated leads from the form in the Eloqua system.

Marketing Mojo identified two main problems with the forms:

First, the forms were set to track “original lead source.” This meant that once a lead source had been set for a contact, Eloqua would not allow the lead source field to be updated. In other words, setting the forms to this setting forced LexisNexis Risk Solutions to use first-touch attribution when they thought they were actually using last-touch attribution.

Second, the Contact Us form was resetting the lead source value to “Call Me Request” as opposed to pulling the lead source information from a cookie that had been set when the visitor initially entered the website. Therefore, the Contact Us form was essentially overwriting the Google Ads lead source when anyone from Google Ads filled out the contact form.

Results

Fixing these two issues allowed LexisNexis Risk Solutions to obtain more accurate, last-touch attribution from Eloqua and prevent lead source data from being overwritten from that point forward.