Most companies strive to capture a 360-degree view of the customers and prospects who visit their websites — or as close to it as possible. The more specific the data that you capture, the more useful it becomes in helping you attain that view.
Adding a third-party analytics tool such as Google Analytics or Adobe Analytics can help with this, but it may seem like a daunting task at first. Some organizations may have hundreds or thousands of individual landing pages to update. With the tips in this blog post, however, you may find it’s easier than you realized.
3 important components to track in Marketo with an analytics tool:
- Landing Page
- Form Name/Description
- Thank You Page (Conversion Page)
By using a Marketo Landing Page template and some JavaScript code, you can correctly distinguish between a landing page, a landing page with a form, and a confirmation landing page.
Using the template lets you apply a third-party web analytics script to multiple pages in batch and allows for quick and easy updates in the future.
Landing Page
This is the easiest component to track. The web analytics tool will track the landing page by default as soon as it loads in a web browser.
Form Name/Description
The built-in Marketo JS API functions help identify when a form is present and capture the formId:
While capturing personal information is possible, it’s not encouraged. Instead you should focus on information that uniquely identifies the asset names and URLs that a lead is visiting. Programmatically, you can capture a Landing Page Title from the <title> tag or <meta> tag, much like you can pull the description from the description meta tag.
Thank You Page (Conversion Page)
In the form example above, the name and description of the form are not made available to us, so we capture the form ID instead. In the case of the confirmation page, you can capture the <title> tag and aliId value generated by Marketo. The conversion URL parameter that Marketo adds to its URL string after a successful form submission will help identify conversion pages.
Marketo adds a conversion URL parameter (aliId=292 in
this example) to the URL string to identify conversion pages.
Getting more advanced
The examples we’ve discussed use data you can typically find within your Marketo landing pages. But if you want to go an extra step and let your marketing team use custom, more descriptive information, you can do so by adding program tokens within your landing pages.
In the example above, the {{my.formDescription}} program token
is given a value of 2-28-2018_Event_Sign-Up_Form.
Google Analytics tracks successful conversions by pulling
the program token value from the Marketo landing page.
Getting more out of Marketo
Regardless of the web analytics tool that you choose to use with Marketo, you can use these tactics and methods to help you plan your implementation approach.
And by integrating an analytics tool within your marketing automation pages, you’ll be able to see page views and conversions alongside your other web performance metrics.
For more information and help getting started, visit our website.
Vince Farina, Senior Web Developer with DemandGen, has several years of experience setting up successful Webinar campaigns. He has worked with a multitude of different Webinar platforms, including GoToWebinar, WebEx, ON24, and ReadyTalk. He continues to help DemandGen clients plan and implement integrations with Eloqua and Webinar technologies, while providing advice on how to manage the nuances and challenges that each platform can present.
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