Presentation by Eric Meyer to the Higher Education Marketo User Group on the topic of Marketo & Adobe Analytics

1. Tracking Marketo Emails in
Adobe Analytics
FROM BASIC INTEGRATION TO ADVANCED TRACKING
TECHNIQUES

2. Eric Meyer
Director of Measurement and Analytics
University of Minnesota
Over 10 years experience in Digital
Analytics
Adobe Analytics, Google Analytics,
Salesforce, Marketo, Tag Management,
Tableau, Looker, Python, API Integration,
Marketing Data Science

3. The User Journey

4. The User Journey
User receives
email. Here
we would
track sends,
opens, clicks.

5. The User Journey
User receives
email. Here
we would
track sends,
opens, clicks.
User goes to
website. Here
we track
visits,
engagements
and website
goals.

6. The User Journey
User receives
email. Here
we would
track sends,
opens, clicks.
User goes to
website. Here
we track
visits,
engagements
and website
goals.
The user
takes an
action such as
filling out an
interest form
or subscribes
to a
newsletter.

7. What are some ways we can track and
connect data across the user journey?

8. What are some ways we can track and
connect data across the user journey?
• Tracking Codes
• Audience Integration between Marketo and Adobe Analytics
• Create a tag that pulls in the user Marketo ID into Adobe
Analytics (Advanced)

9. Tracking Codes Best Practices
 A string of text following a landing page URL that pulls into your analytics
platform based on a key identifier
 Google Analytics  ?utm_
 Adobe Analytics  ?source=
 For building Adobe Analytics tracking codes, the identifier is followed with
channel/media parameters followed by a dash.
 Example: www.mywebsite.com?source=em-camp:lg24-email1
 The example above indicates em (email), camp:lg24 (campaign lead gen
24) and email 1.
 There are no hard rules on parameter building!

10. Tracking Codes Best Practices
 Be sure to set up your channel definitions in Adobe Analytics.
 Adobe Analytics allows for bucketed channel reporting and tracking code
level reporting.
 If using a business intelligence tool, such as Tableau, you can ”blend
Marketo data and Adobe Analytics data at the email level using tracking
codes.

11. Audience Sync: Marketo and Adobe
Analytics
 Leverage Adobe Organize Mapping in Marketo
 Create Adobe Analytics Segments based on Org goals.
 Example Segment: “Users who visit more than once and touch a form page but
do not convert”
 Adobe Organization Mapping  Input the AA Org ID
 Cookie sync between Marketo Munchkin and AA cookie
 Allows built segments in report suites to be available as an audience list in
Marketo

12. Audience Sync: Marketo and Adobe
Analytics
 Go to Database inside of Marketo
 Go to Sync from Experience Cloud Audience
 Audience library folder
 Report suites (mapped over)
 Audience Name
 Holds the audience segments
 Create list name from segment

13. Audience Sync: Marketo and Adobe
Analytics
 Limitations
 Can’t combine dimensions/metrics/events from both systems
 Requires segment building in Adobe Analytics
 Will need to work with your Adobe team on getting the Org ID

14. Marketo ID and Custom Tags
High level overview
 In Adobe Tag Manager you can create a custom tag that pulls in the user’s
Marketo ID to Adobe Analytics
 Marketo ID lives in User’s click URL
 Requires Javascript coding experience
 Can store the Marketo ID into a new Custom variable
 Blend against lists in Marketo
 Connect with your legal team on GDPR compliance

15. Resources
 https://www.analyticsmania.com/ You can use the search function to find topics.
 https://analytics.google.com/analytics/academy/course/6 (for new practitioners but
intermediate courses are offered as well.
 A bit controversial but I use ChatGPT for complex tagging and boiler plate Python
scripts. BE SURE TO CONFIRM WITH YOUR LEGAL TEAM IF THIS IS SOMETHING
YOU CAN USE!
 For Adobe Users: https://blog.adobe.com/en/topics/analytics
 https://www.simoahava.com/

16. Thank you!!!
Email: meye3817@umn.edu
LinkedIn: https://www.linkedin.com/in/ericrmeyer/