Integrate analytics with Marketo

  • Updated

Integrating Optimizely Content Marketing Platform (CMP) with Marketo generates analytics to see how your content affects lead generation programs.

In this article, you will learn how to set up and use analytics with Marketo.

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

  1. See Integrating Marketo for instructions about integrating the CMP into your Marketo instance.
  2. To set up Marketo analytics, you must have a Marketo instance to capture leads. See Add Munchkin Tracking Code to Your Website. Marketo's Munchkin JavaScript sets a cookie on visitors to your site so Marketo can track their interactions. You must also install CMP JavaScript, which uses the Marketo cookie to tag interactions. CMP then uses the cookie to look up the leads that are associated with the cookie and relate them to the viewed content.
  3. Give API access to your Marketo instance by authenticating in the CMP. 

CMP periodically synchronizes your captured leads by making calls to Marketo's REST API on behalf of your authenticated user. CMP's Analytics then associates leads with the content they have viewed. 

You can exceed the daily Marketo instance API call quota depending on your current daily API call usage. The maximum number of requests the Marketo API allows is 10,000. CMP needs 4 API requests per 300 leads captured in Marketo daily, so the number of API calls made depends on the number of leads captured that day. If you want leads reached and leads generated to have historical data, additional API calls would be required to back-populate leads from the past. CMP back-populates manually, so it can control the number of API requests.

Analytics data displays in CMP the following day. To access Marketo Analytics in the CMP, open the Analytics view. 

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Open the ROI tab.

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

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  • Measure Leads Reached – Visitors must be Marketo 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 when.
  • Measure Leads Generated – A visitor must have viewed content on your site and then converted into a Marketo contact by filling out a sign-up or subscription form connected to Marketo. 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.

After the Marketo Analytics integration is complete, the data will show up the following day. Data will not instantly populate after authentication is completed.