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Agency Secrets: How much should lead source reporting for every lead/campaign/sale really cost you?

Mar 1, 2025

Warning: Are You Being Overcharged by Your Marketing Automation Agency?

If you’ve been billed or quoted more than $3600, or if the work took more than 18-26 hours (3-4 working days) by a marketing automation agency, you might be paying far more than you should.

Contact me urgently—you’re likely being overcharged, and I can help.

At the start of this page, you’ll find a real-life scenario with a detailed breakdown of all tasks, exactly how long they should take, and the fair costs associated with them.

Save yourself significant budget by following this step-by-step guide for your Eloqua developer and web team. It explains how to automatically tracking lead source for each lead without overpaying for unnecessary services – Imagine your reporting capabilities after that!

As with all my guides, I’ve included the true resource costs and time estimates. If you need this work done, get in touch with me for a more competitive quote. Let me help you get the job done efficiently and affordably.

Greg Staunton

Custom Web Tracking & Lead Attribution Using GTM, Google Analytics, and Eloqua

Effective web tracking and lead attribution are essential for optimizing marketing campaigns, improving user experience, and maximizing ROI. By integrating Google Tag Manager (GTM), Google Analytics (GA), and Oracle Eloqua, businesses can gain deeper insights into user behavior and track leads effectively. This guide walks you through setting up custom web tracking and lead attribution using these tools.

Why Integrate GTM, Google Analytics, and Eloqua?

Integrating GTM, GA, and Eloqua provides a seamless way to:

  • Track Website Visitor Behavior: Monitor user interactions in real-time.
  • Attribute Leads to Their Sources: Accurately assign leads to their original sources.
  • Automate Marketing Workflows: Trigger marketing actions based on user interactions.
  • Enhance Data-Driven Decision-Making: Utilize comprehensive data for informed decisions.

Each tool plays a unique role in the tracking process:

  • GTM: Manages tracking scripts without modifying website code.
  • Google Analytics: Collects and analyzes user interactions.
  • Eloqua: Captures lead data and nurtures prospects through marketing automation.
Jo’s Scenario:

Jo is the marketing automation manager for ACME Inc. She has been tasked with ensuring that all leads coming in from the website have the correct UTM values coming through automatically. This is crucial for ACME’s migration to Eloqua, as it ensures that the lead data is accurate and can be properly attributed, enabling more efficient marketing campaigns and better lead tracking.

Jo’s web team has already reached out to their marketing agency for advice on how to implement the UTM parameters automatically for every lead. The agency will provide a quote for the time required to implement the solution.

Step 1: Setting Up Google Tag Manager (GTM)

Sample Code:

Copy Code 


<!-- Google Tag Manager -->
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-XXXXXX');</script>
<!-- End Google Tag Manager -->

For Non-Technical Users: What’s Happening Here?

In this step, we are adding Google Tag Manager (GTM) to your website. GTM is like a control center for all tracking codes, allowing you to manage them without touching your website’s actual code. This makes it easier to track user interactions like page views and button clicks.

Step-by-Step Guide

For the Analytics Team:

  • Define the key user actions that need to be tracked (e.g., page views, button clicks, form submissions).
  • Work with the webmaster to ensure GTM is installed correctly.

For the Webmaster:

  • Create a GTM account and container.
  • Add the GTM container snippet to the <head> and <body> sections of the website.
  • Verify GTM installation using GTM’s preview mode.

For the Eloqua Team:

  • Ensure tracking requirements align with marketing objectives.
  • Work with the analytics team to define key events that should be tracked in Eloqua.

 

Step 2: Integrating Google Analytics for Web Tracking

Sample Code:

Copy Code 


window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-XXXXXXXXXX');

For Non-Technical Users: What’s Happening Here?

Now, we are connecting Google Analytics (GA) to track visitor activity on your site. GA helps you understand how users interact with your website, like which pages they visit and what actions they take. This data is crucial for making informed marketing decisions.

Step-by-Step Guide

For the Analytics Team:

  • Create a GA4 property and configure relevant settings.
  • Define key events to track (e.g., form submissions, video views, downloads).

For the Webmaster:

  • Implement GA tracking via GTM by creating a GA4 Configuration Tag.
  • Ensure the Measurement ID from GA is correctly added to the tag.
  • Test and debug GA tracking using GTM’s preview mode.

For the Eloqua Team:

  • Determine which GA event data should be passed into Eloqua.
  • Ensure GA event tracking aligns with lead scoring and nurturing strategies.

 

Step 3: Tracking Leads in Eloqua

For Non-Technical Users: What’s Happening Here?

At this stage, we are ensuring that all the important visitor data collected (such as form submissions) is sent to Eloqua. This allows you to track leads and understand where they came from, helping your sales and marketing teams follow up effectively.

Step-by-Step Guide

For the Analytics Team:

  • Define how GA event data should be captured and mapped to Eloqua.
  • Work with the Eloqua team to ensure correct attribution of leads.

For the Webmaster:

  • Add Eloqua’s tracking script to GTM as a Custom HTML Tag.
  • Set up triggers to capture form submissions and interactions.
  • Pass UTM parameters through hidden form fields.

For the Eloqua Team:

  • Configure Eloqua forms to capture UTM parameters and GA Client IDs.
  • Set up lead scoring and nurturing workflows based on tracked interactions.
  • Test lead tracking to ensure correct attribution.
Conclusion

Integrating GTM, GA, and Eloqua enables businesses to track and attribute leads more effectively. By leveraging these tools, marketers can optimize their campaigns, improve user engagement, and drive higher conversions. Jo’s task to ensure UTM parameters are correctly passed through for every lead will greatly enhance the accuracy of lead attribution, empowering better decision-making and streamlined marketing automation processes.

Scenario Vs what your Eloqua agency should be doing with hours & costs

Total Estimated Time: 4-5 hours
Hourly Rate: $150/hour
Total Cost: $600 – $750

  • Planning and Coordination (4-5 hours)
    • Meet with Jo and ACME’s team to discuss UTM parameters, tracking requirements, and campaign structure.
    • Identify key events to be tracked, and ensure Eloqua is integrated with the UTM parameters.
    • Help define which actions should trigger lead scoring and nurturing workflows.

Total Estimated Time: 10-12 hours for implementation + 6-8 hours for testing & configuration
Hourly Rate: $150/hour
Total Cost: $2,400 – $3,000

  • Eloqua Integration (6-8 hours)

    • Add the Eloqua tracking script to Google Tag Manager as a Custom HTML tag.
    • Set up Eloqua forms to capture UTM parameters automatically from visitors and form submissions.
    • Ensure that Eloqua is configured to track key user interactions and associate leads with the right UTM values.

  • Testing & Debugging (4-5 hours)

    • Test the Eloqua integration, ensuring that UTM parameters are correctly passed and captured in forms.
    • Debug any issues that arise with data flow between GTM and Eloqua.
    • Ensure that leads are being properly attributed to the correct sources and interactions in Eloqua.

  • Update Lead Scoring Model (2-3 hours)

    • Review existing lead scoring criteria.
    • Work with the marketing team to adjust lead scoring thresholds based on newly tracked UTM parameters.
    • Ensure lead scores are updated based on user interactions and UTM values.

Total Estimated Time: 6-7 hours
Hourly Rate: $100/hour
Total Cost: $600 – $700

  • Eloqua Tracking Setup (6-7 hours)
    • Assist in the configuration of Eloqua forms to capture UTM parameters.
    • Set up hidden form fields in Eloqua to pass UTM values automatically.
    • Work with the senior developer to ensure all triggers and UTM parameter integrations are correctly implemented.
Personnel Tasks Estimated Hours Hourly Rate Total Cost
Program Manager Planning, Coordination 4 - 5 hours $150/hour $600 - $750
Senior Developer Eloqua Integration, Testing, Configuration, Lead Scoring Update 10 - 12 hours $150/hour $2,400 - $3,000
Junior Developer Eloqua Tracking Setup 6 - 7 hours $100/hour $600 - $700
Total Estimated Time 18 - 26 hours $3,600 - $4,450

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