The ability to capture first and last touch intelligence in Marketo is vital to any attribution strategy. Knowing how someone originally engaged with your company (e.g. paid media) and what they did last (e.g. dedicated email) helps paint the picture of how to invest your marketing dollars.
This type of intelligence is generally captured via UTM parameters, otherwise known as trackable links.
The UTM values in your trackable link provide intelligence into how your audience is engaging with your content.