Integrate analytics with Eloqua

  • Updated

Integrating Eloqua with Optimizely Content Marketing Platform (CMP) lets you see how your content affects your marketing automation programs. This topic describes the following main steps.

  1. Create an Eloqua user with read-only authentication access to the Eloqua API.
  2. Create a Web Data Lookup in Eloqua that associates Eloqua contacts with the content they have viewed.
  3. Authenticate your Eloqua account using the Content Marketing Platform (CMP).

CMP periodically synchronizes new Eloqua contacts by making calls to Eloqua's REST API on behalf of your authenticated user.

Eloqua's tracking JavaScript can identify known contacts browsing your site. CMP's tracking JavaScript relies on a method exposed by Eloqua's tracking JavaScript that exposes a known contact's email address. When Eloqua identifies a contact, CMP can relate the contact to their web browsing history through a cookie so Eloqua can attribute page views to content to a contact.

CMP never modifies any data in your Eloqua instance because the user that authenticates should have a Read Only API access role. Additionally, CMP does not store your Eloqua login credentials. Data from Eloqua stored by CMP is encrypted, and only your organization in CMP can access it.

You can see Leads Reached and Leads Generated metrics in the Analytics view of CMP.

  • Measure Leads Reached – Visitors must be Eloqua contacts when they view the content. For example, if an existing lead views Content A and Content B, it counts as a lead reached for Content A and B. Leads reached are similar to how CMP counts unique visitors. If a lead views Content A and B, they are only counted once.
  • Measure Leads Generated – A visitor must have viewed content on your site and then converted into an Eloqua contact by filling out a sign-up or subscription form connected to Eloqua. For example, if a visitor viewed Content A and then subsequently viewed Content B and subscribed afterward, CMP attributes Content B to converting the visitor to a lead as long as the visitor converts within 24 hours (after consuming the content). This attribution model is called last-touch attribution. The total number of leads generated is the total of distinct visitors who converted to leads after seeing the content.

Integrate Eloqua with the CMP

Configure your site with Oracle Eloqua asynchronous tracking scripts. If you configure your Eloqua instance to use first-party cookies, see Basic page view tracking with first-party cookies, which describes how to configure the Eloqua asynchronous tracking script to use first-party cookies so your forms use the same domain as the page a visitor is on. Otherwise, see Basic page view tracking with third-party cookies to configure your site. If Eloqua's JavaScript is not on your site, the integration will not work.

Create an API-READ-ONLY security group in your Eloqua account

  1. In your Eloqua account, go to the settings page.

    Integrations-eloqua-analytics-1.png

  2. Click View Users. The Users page displays.
  3. Select Users > New Security Group.

    Integrations-eloqua-analytics-2.png

  4. Enter the security group's name (API-READ-ONLY) with the acronym (APIR).

    Integrations-eloqua-analytics-3.png

  5. Specify read-only access for the security group.
    1. Click Action Permissions.
    2. Click Edit.
    3. Select Consume API > API.
    4. Click Save.

      Integrations-eloqua-analytics-4.png

Create a CMP Eloqua user

  1. Select Users > Add New User.
  2. Fill out the New User form.

    Be sure to add the user to the API-READ-ONLY security group you created. You should create a separate email for this Eloqua user; if you cannot, you can use your own.

    Integrations-eloqua-analytics-5.png

Create a Web Data Lookup in Eloqua

This section is optional if you use first-party cookies.

  1. Select Assets > Website Setup > Web Data Lookup. The following page displays:

    Integrations-eloqua-analytics-6.png

  2. Click New Data Lookup and enter CMP Analytics.
  3. Select Visitors as the Data Lookup Type.
  4. Select Customer Info as the Data Fields Returned. The following image shows what the completed Web Data Lookup should look like.

    Integrations-eloqua-analytics-7.png

  5. Click Save. The Data Lookup Details displays.
  6. In Data Lookup Information, copy the value of the Data Lookup Key and send this value to your CMP contact. CMP uses the key to execute the web data lookup in its tracking JavaScript.

    Integrations-eloqua-analytics-8.png

Ensure that CMP API user's security groups can access the data in Eloqua.

Authenticate your new user in CMP

  1. In your CMP account, go to your avatar. If your organization has requested access to the Eloqua integration, select Eloqua from the menu.

    Integrations-eloqua-analytics-9.png

  2. On the Eloqua page, sign in to your Eloqua account using the credentials you created.

    Integrations-eloqua-analytics-10.png

Questions and answers

What data does CMP store from Eloqua?

CMP fetches recently created or updated contacts from Eloqua through the REST API for Oracle Eloqua Marketing Cloud Service. 

Contact fields stored:

  • ID
  • createdAt
  • updatedAt
  • name
  • emailAddress

CMP fetches recently visited records for recently created or updated contacts from Eloqua through the REST API for Oracle Eloqua Marketing Cloud Service.  

Visitor fields stored:

  • contactId
  • createdAt
  • visitorId
  • externalId
  • V_IPAddress
  • V_LastVisitDateAndTime

How often does CMP request data from Eloqua?

CMP automatically fetches contacts and visitors thrice daily at 0300, 0600, and 1000 UTC for records created or updated the previous day.

What about historical data?

Historical data from Eloqua for contacts collected through your website must be manually back-filled by CMP to have existing contacts so that if a known contact visits content published from CMP, they count towards ROI Analytics metrics. Otherwise, no contact record can exist in CMP and cannot count towards ROI Analytics metrics.