Welcome’s integration with Marketo surfaces analytics that help to understand how your content is affecting lead generation programs.
In this article, you will learn how to:
- Set up Marketo Integration and Analytics
- Navigate to Marketo Analytics
- Understand Your "Leads Reached" Metric
- Understand Your "Leads Generated" Metric
Set up Marketo Integration and Analytics
For instructions on how to integrate the CMP to your Marketo instance, please access the following article titled "Integrating Marketo."
Please note: Welcome will never modify any data in your Marketo instance since the user that authenticates should have a “Read Only” API access role, which means that it cannot modify any data in Marketo. Welcome does not store your Marketo login credentials. Data from Marketo that Welcome stores is encrypted, and only your organization in Welcome's CMP has access to it.
Assuming you’ve met the requirements, the first step should be to give API access to your Marketo instance by authenticating in the CMP. Once you’ve authenticated, Welcome will periodically sync your captured leads to our system by making calls to Marketo’s REST API on behalf of your authenticated user. Welcome's Analytics will then associate leads to the content they have viewed.
Please note: You can exceed the daily Marketo instance API call quota. This depends on your current daily API call usage. The maximum number of requests the Marketo API allows is 10,000. Welcome needs 4 API requests per 300 leads captured in Marketo per day, so the number of API calls made is dependent on the number of leads captured that day. If you want leads reached and leads generated to have historical data, it would require additional API calls to back-populate leads from the past. This back-population is done by Welcome manually, so we can control the number of API requests.
Navigate to Marketo Analytics
After the integration has been properly set up, the analytics data will start showing up in the CMP the following day. To access Marketo Analytics in the CMP, click on the "Analytics" tab in the Dashboard located to the left navigation bar of your screen.
Click on the "ROI" tab in the Analytics page, as shown below:
Marketo Analytics metrics such as "Leads Reached" and "Leads Generated" will appear at the top of the screen.
Understanding your "Leads Reached" metric
To consider a lead “reached,” the visitor of a piece of content must be a "lead" at the time that the visitor viewed the content. So if an existing lead views content A and content B, they count as a lead reached for content A and B. Leads reached across all content is similar to how the system counts unique visitors. If a lead views content A and B, they are only counted once.
Understanding your "Leads Generated" metric
To consider a lead “generated,” a visitor must have viewed content on your site and then converted into a lead by filling out a sign-up or subscription form connected to Marketo. If a visitor viewed content A and then subsequently viewed content B and subscribed afterward, content B would then be given attribution for converting the visitor to a lead, as long as the visitor converted within 24 hours of visiting the content. This attribution model is called “last touch” attribution. The total number of leads generated is the total distinct number of visitors who converted to leads after seeing the content.
Please note: After the Marketo Analytics integration is complete, the data will start showing up the following day. Data will not instantly populate after completed authentication.
Questions? Contact firstname.lastname@example.org.