Integrate analytics with Marketo

  • Updated

Integrating 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.

Welcome never modifies data in your Marketo instance because the user that 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 has access to it.

  1. See Integrating Marketo for instructions about integrating the CMP to your Marketo instance.
  2. To set up Marketo analytics, you need to have a Marketo instance to capture leads. See Add Munchkin Tracking Code to Your Website. Marketo’s Munchkin JavaScript sets a cookie on all visitors to your site, so Marketo can track their interactions. You also need to have CMP JavaScript installed, which uses the Marketo cookie to tag all 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. 

Welcome 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 to the content they have viewed. 

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.

After the integration is properly set up, the analytics data displays in the 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 – A visitor must be an Eloqua contact at the time that they viewed 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 is similar to how unique visitors are counted. 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 afterwards, Content B would be attributed with converting the visitor to a lead as long as the visitor converted 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 content.

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