How to Use Marketo Analytics

Marketing Rockstar’s Guide to Marketo
Using Analytics and Reports


By Josh Hill. © 2012-13 Josh Hill. All Rights Reserved. http://www.marketingrockstarguides.com

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Chapter 1. Using Analytics and Reports

At a Glance
Overview

4

Getting Started with Analytics

17

Reporting, Step by Step

30

How to Customize Reports

69

Report FAQs and Troubleshooting
13
0
Chapter Review
13
3
Recommended Resources
13
3




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Overview

Marketo provides detailed statistics on Leads and their activities on Marketo Pages, Emails, and your website.
Marketo Reports are good for understanding how your campaigns and assets are performing, including which
activities are leading to Opportunities and Revenue. Reports include:
Lead Reports for understanding origins and progression.
Email Reports for understanding opens, CTRs, and deliverability.
Campaign Reports to watch campaign performance (membership) of any type.
Company Reports detailing web activity based from a company, based on IP lookup.
Web Page Reports analyzing lead activity on the main website.
Landing Page Reports analyzing Marketo Landing Page performance and Leads.



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Program Reports analyzing Program progression data.
Social Influence Report which will show you who is sharing your content and bringing in new
friends.
Analytics is a critical tool in your marketing life. Marketo helps you view your data better, if you carefully setup
your Marketing Activities, Campaigns, Programs, Emails, and Landing Pages. If you followed earlier advice on
Naming and Organization, you will find it much easier to build reports in Analytics.
We will touch on Revenue Cycle Modeler and refer to Revenue Cycle Analytics; however, these features are
covered in depth in another chapter.
This chapter follows the following format
1. Basic Concepts including organizing your Analytics.
2. Report Types and Setup Features is a review of the report types.
3. Customizing Reports with common scenarios to help you understand what is possible.
4. Reporting and Your Business where we discuss building a reporting system.
5. Recommended Resources for further reading

Fast Alternatives for Spot Checking Data
Marketo offers several ways to collect data on your marketing programs. The Analytics tools are the best ways to
aggregate data from across the system. If you want a fast way to spot check data, then here are other options:

Campaign Overview Tabs
Select any campaign and the overview tab will offer basic data on the leads that qualified for this campaign.



Status
For nurturing campaigns, this screen also shows Leads in Wait Step.
Used by
Lists any other campaigns dependent on this campaign.


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Membership Trend
Leads who qualified over time. This is a rolling chart.
Members by Week
Chart of members by week. No data displayed for weeks without members. This is a rolling chart.
Note: you can hover over
any chart element to see
the actual count.

Email Performance
Note: Remember that
running the same campaign
multiple times with a single
email will distort this data.


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An Email Performance report for any emails sent by this campaign. This is the same data that appears in the
Analytics Email Performance Report.

Campaign Member Lists
Each Campaign also provides a list of every lead who ever qualified for the flow. You can click on this list to see the
complete list of leads. Use the View changer to adjust the columns shown.



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Program Overview Tab
Programs contain a wealth of data for individual marketing campaigns. If you are concerned with a particular
Program, just click on it!
Summary
Summary and settings for the Program. This is similar to the Campaign Overview. Programs, however, show
Membership Statuses and success metrics as well.



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Used By
Shows campaigns or other programs dependent on this Program.
Membership
Displays a chart of current Membership statuses. Current means currently in the Program with that Status, while
Historical shows how leads have moved through the Program. Sent or Registered Leads likely move on to a new
Status, so this chart will show the original count and the current count.



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Program Members Tab
Similar to Campaign Members, this tab shows anyone who is currently a Member of the Program. You can use the
Status filter or Lead View to review the leads.



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Smart Lists
Note: Smart List summaries
often reset their Lead
Counts, so you need to rerun them each time to
refresh the dynamic data.

Using a smart list for a data count is a quick way to find out data for a specific purpose. For instance, if you had a
cross-tab of those who Unsubscribed and Was Sent Email X but not Customers, this is a good place to start.



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Caution: Email Filters in
Smart List may show
different counts than
Email Reports. See
below for more detail.
Static Lists
Some data may be collated or placed into a regular list where a fast count can be made. If you are using automatic
list management to build faster loading House Lists, this is where you would find out the current count.

Landing Page Overview Tab
Each landing page and AB Test Group provides statistics on Page Views and Conversions for each page. This is true
for Design Studio and Program based pages.




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Building Your Reporting System
Marketo and other marketing services firms suggest a variety of methods and metrics to use, as you become a
Revenue Performance Marketer.

Common Metrics
According to a 2011 Lenskold Group Study, 48% or more of Highly Effective Marketers use the following metrics
in their reporting:



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Percent of Revenue Contributed by Marketing
Opportunity Revenue
Avg. Revenue per Won Opportunity
Successful marketers also calculate ROI metrics such as ROMI, NPV, or profitability per channel. The same survey
indicated nearly 80% of marketers were tracking
Lead Quality
AB Testing
Lead Funnel Metrics
Campaign and Channel Performance
Lead Handoff Process (MQL->SAL)
Developing a marketing reporting system takes time and thought. I recommend using Marketo to update existing
reports while working on a set of reports that better match the lead funnel. Marketo’s Definitive Guide to Marketing
Metrics is an excellent course in how to do this. Stay tuned for an in depth course on using this Guide with Marketo.
For establishing targets, Lenskold’s Lead Gen Calculator is a solid bet if you do not already have a good system.
Translating Marketo’s suggestions into Marketo reality. So how do you setup your systems to get closer to what
Marketo does?

What Works for Your Business?
Step 1: Establish Goals
Step 2: Design Programs to be Measurable
Using Marketo and your CRM means you are halfway there.
Step 3: Focus on Decisions Which Improve Marketing
You do not have to measure everything. Measure the activities that matter to your business.



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Getting Started with Analytics
Marketo Analytics can be an easy to use tool for collating data for your next Board Report. Or it can be a hybrid,
where you use Salesforce Reports or a third party data tool. Please follow these concepts and suggestions carefully
as they will save you time and money.

Note: even with a third
party reporting tool,
Marketo’s Email and
Landing Page reports will
be very helpful.

Organization & Naming
Note: naming and
organization will make
reporting go much faster.

It is important to maintain consistency in your use of Naming of assets, Programs, Lists and Campaigns to assist you in
reporting. For RCA subscribers, you will find it much easier to maintain accuracy with the consistent use of Program
Setup details as well as a consistent naming scheme. I see many questions about RCA and RCM data that ultimately go
back to the original campaign setup.



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Folder Structure
Marketo does not allow much flexibility here. You can create new folders, but only under each existing folder.
Reports of the same Type should stay together. For instance, create new Lead Reports under the Lead Report folder.
I strongly recommend creating a folder for each team member in each Report Type Folder. This will keep people
from adjusting important reports by accident.
Please create a new folder with your name under the appropriate folder to organize the reports.

*The current Workspace denoted by (JDH).

Naming Convention
Use the following naming convention for new and cloned reports:
Descriptive Name - Region - Time Frame



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Good examples:
Web leads by Webinar Campaign – US – Past 6 Months
Email Performance by Webinars – Global – Past 90 days
Bad examples:
Nurture
Capterra
PDF Downloads
May2012

Creating New and Cloning Reports
When creating a new report, it is usually best to clone an existing report that is similar to your desired report subject.
For instance, clone the report Leads by Source if you want to report on Leads by Source Type Over Past
6 Months.
Please do not change or delete the System default reports, which exist under the main report folders. Usually
these have generic names such as Campaign Activity or Leads by Campaign. If you modify these reports, you will
lose their original settings.
New Reports: Use the New Menu underneath the current report name to create a new report.



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Note: Social Influence
Report shows data only if
you use Social Sharing on
Landing Pages.

When you create a new report, Marketo will ask you to select from among 14 pre-set reports. Keep in mind that
Lead Performance reports can be modified to help with many of your funnel needs.

View a Report Right Now
Viewing an existing report is easy!
Step 1: Click on Analytics
Step 2: Search for and click on the report you want to review.
Step 3: To see the underlying data, click on the Report tab next to the Report’s name.

Report Components
When you first select a report or the Analytics root, you will usually see the Report tab and menus.



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Each report has 3 to 4 tabs that control the data the report displays to you. Not all Report Types permit the same
functions. Let’s review the Report Types and how each one works.
When you first click on Analytics, you will see a screen similar to this one. The menus and tabs allow you to control
reporting functions. The search box is the same as on other Marketo sections if you want to search for a report.
Each report displays a summary chart, which can also be changed if desired.



If you click on the Report Tab, the full table appears.


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Report Types and Setup
Warning: Changes to
reports are live and cannot
be undone easily. Clone
reports before modifying.

Marketo has fourteen types of reports that are entirely separate in function and use. The best practice is to clone an
existing System Report and then modify it to your needs. You should also consider creating a standard report for
your needs and then cloning that report to watch specific campaigns, time frames, or other things.
You may rename any report by right clicking on it or double clicking on its name on the Report Overview.
Report settings are different depending on the type of report you are using.



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Setup – Control the Main Report
Setup options vary by report type. The Setup options are the main criteria used to pull in data.

You can remove options as desired. A table of options and report types is also available below.
Setup Option
Default Choices
Available On
When to Use
Time Frame
Leads: Created At
All
Restrict report overall data
Email: activity on the
by time.
email
(Recommended to choose
Campaign: executed in
specific time frame for
time frame
speed).
Web Page: leads that
visited in time frame.
Group By
Lead Attributes (e.g.: Lead Lead Reports
Which field do you want
Source, Company Type)
(not Leads by campaign)
to total in the Rows?
Group by and Drill Down
are your best cross-tab
options.
Opportunity Columns
Shown
Lead Reports
Shown will show all Opp
Hidden [default]
columns giving you a view
into the Revenue pipeline
associated with the Leads,
Campaigns, Pages, etc.that



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Export Rows Available

5,000 [default]
30,000 [max]

All

Custom Columns

[Choose an existing Smart
List]

Leads
(not Leads by Status)

Filters:

Campaigns: choose
folder(s) or specific
campaigns
Emails: choose emails by
Folder or Campaign
Pages: choose emails by
Folder or Campaign

Campaigns
Emails
Pages only

you are reporting on.
How many rows you can
export to an XLS sheet.
The Report view is limited
to 500 rows.
This will create a new
column on the Report
based on the Smart List(s)
you choose. Please create
these ahead of time.
You can restrict the report
to specific folders or
assets. You can also select
all using the tree.

Smart List Criteria – Control What is Reported On
The Smart List tab allows you to further constrain the data pulled into the report. Smart List use is considered
exclusionary because you are asking Marketo to report only on the leads selected for any type of report.
You should exclude certain lists or criteria as a standard:
Test Names (database test records should be excluded)
Is Anonymous is True (you will often want to exclude these from non Web Activity reports)
Leads with blank data (Often appears on Web Activity, possible spam leads)



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In the above example, we removed test leads as well as constrained the data to certain Lead Sources. You could use
Filters or other Lists to select the Leads to include on this report.
Note: Smart List criteria are not available on Landing Page Reports or Program Reports.

Deliver Reports to Your Team – Automatically
You can also setup a subscription to any report in Marketo Analytics. Tell Marketo to send you, your manager, or
entire teams of people the latest data every week. Here are some fun use cases to let the computer do you work for
you:



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Email Performance and Reputation Monitoring
Web Activity by Salesperson/Territory
Program Performance by Month
Webinar Performance by Month
Landing Page Performance Customers by Week
Step 1: Create New Report Subscription
While in the report, click on the Subscriptions tab, and then press Add New Subscriptions. You can
also do this from the main Analytics screen using the New Menu.

Step 2: Go to Setup
Step 3: Enter the email address(es) of the subscriber(s),
Step 4: Select the timing (daily, weekly, monthly).
Attach Excel Report should be true
Step 5: Email Preview Rows
Have Marketo show the first 30 rows in the email itself so a Subscriber can decide to open the
attachment.
Note: Tokens are not
supported for
Subscriptions.



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Step 6: Press Create
Step 7: View Active Subscriptions
When you are done, Marketo will display the Subscription tab for the Report with a list of current
subscriptions. You may add multiple subscriptions for different groups if they requested another report
frequency.

Modify an Existing Subscription
If you need to change emails or frequencies, you can do so from the Analytics>Subscriptions tab or visit
the Report itself.



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Step 1: Click on Subscriptions Tab
Step 2: Click on the setting you wish to change
You can then click on Frequency, Active, or Summary to adjust the settings:
Deactivate: uncheck the Activated box
Delete: select the row in the white space, and then press Delete
Change Frequency: press Frequency link
Change recipients: click on Email Recipients.
Send Now: press the Send Icon

You can also set a subscription to any report in Marketo Analytics using the following steps:



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Step 3: Enter the Report
Step 4: Select Subscriptions
Step 5: Add New Subscriptions
Step 6: Enter the email address(es) of the subscriber(s),
Step 7: Then select the timing (daily, weekly, monthly).

Reporting, Step by Step
In this section, we will review the main report types and how to use them for basic reporting. More interesting
options are available in the next section, How to Customize Reports.

Lead Reports
Lead reports are often called Leads by X Reports in Marketo documentation. There are two main types of reports
with several pre-set default reports: Leads by Campaign and Leads by Source.

Lead Performance Report (Progress)
Leads by Month
Groups by month and year of creation.



Leads by Source Report
This report shows Leads by Lead Source


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Leads by Campaign
Grouped by smart campaign membership. Leads in multiple campaigns will be counted in each campaign row.



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Leads by Campaign Folder
Grouped by the folder in the Marketing Activities tree depending on your selection. Each campaign or program
underneath the selection is counted toward the report. Leads in multiple campaigns will be counted in each
campaign row.



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Leads by Status
Just what it sounds like! The famous Status report is the fast way to view your funnel. The default is a Monthly
group. You can adjust to different date groups as well adjust status views.



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Leads by Revenue Stage
Displays nothing of value until you populate the Revenue Stage using Smart Lists and RCM.

Lead Report Options – Make it your own!
Lead reports can be constrained by
Date of Activity – from first run
Export Rows
Group Leads by
Smart Lists
Additional options can include
Adding Opportunity Columns
Adding a Custom Column to a Lead Report (smart list driven groupings)
Here is a summary of possible Lead Report columns. Lead reports are unique and therefore can have Custom
Columns as well as removal of columns.



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Column Name in Report
Total Leads
No Opty
Days No Opty
Has Opty
Has Opty %

Marketo’s Description
Count of leads in the time period
Leads without an Opp
Average age in days of opportunities
who are not an opportunity contact
Has Opp=True
Has Opty / Total Leads = %

Days Until Opty

Average Number of days before
Lead is Converted to Contact.

Total OptyAmt
AvgOptyAmt
Total Opty

What This Means for You

Key Metric – how many leads this
year made it to the Opp? Is your
Sales Team moving people? Are
your leads qualified?
May relate to length of nurturing,
readiness to buy, or sales team
effectiveness.

Sum of Opty Estimates

Won
% Won

Total number of opportunities for
row based on Primary Contact
Number of Won Opps
Won Opps / Total Opps = %

Days to Close

Average Number of days to Close
Opps

Days in Sales

Average length of total sales cycle in
days. Days to Opp + Days to Close

Success!
Low or high? Is that good compared
to a baseline?
Once an Opp is created, does it close
quickly? Is Sales waiting until a
closing is imminent to create an
Opp?
Total sales cycle - use this in your
monthly presentation!

Email Reports
There are two email reports out of the box: Email Performance and Email Link Performance. They are very different
reports with very different purposes, so be careful!



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Email Performance – Deliverability Data
Note: this is similar to the
Smart Campaign Email Tab
report.

This report provides useful deliverability statistics that are useful for Managing Reputation as well as understanding
how different emails performed. You can also adjust this report to manage AB Email Testing. Email Performance
allows constraints by smart list enabling exclusions of test leads or by desired groups, such as Customer Email
Performance vs. Prospects.

Email reports can be constrained by
Export Rows
Design Studio (Archived and regular)
Marketing Activities from Programs (Archived and regular)
Smart Lists
Let’s take a deeper look at what the report details. Tons of questions are focused on this one article, which I will
explain here. Please take a look at the Managing Your Email Reputation chapter on how to use this report to
improve lead quality.



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The Date of Activity refers to the first time the email was sent. It is possible to have sent an email 1 year ago
and still have activity on it, although very unlikely.
Email Name
Name of the Email
Click on it to see the original
Sent
Leads with at least one attempted
This will match the Number of
delivery.
Leads Who Qualified for the
Campaign Less Blocked Leads.
Delivered
Leads who had a successful delivery You can use the trigger Email
Delivered.
% Delivered
Delivered / Sent = %
A key metric for Managing Your
Reputation. Watch this carefully
over time.
Hard Bounced
Number of leads with messages,
Your goal is to reduce this number
which were permanently rejected.
through better segmentation, pruning
of old leads, etc.
Soft Bounced
Number of leads with messages
Usually indicates Out of Office or
temporarily rejected.
heavy traffic problems.
Pending
Messages still being sent or retried
This is usually 0 after 1 day. Check
with support if this number is still
great than 0 after 72 hours.
Opened
Leads who opened the email at least This is only an approximation
once.
because Opens are tracked using a
clear GIF in the email. Email clients
such as Gmail, Outlook, and Apple
Mail often block images.
%OPened
Opened / Delivered = %
This is also a key metric of email
quality, especially Subject Lines.
Clicked Link
Leads who clicked at least one link
This can be any link, including
in the email.
unsubscribed. In your lists or other
reports, you may want to exclude
Leads who unsubscribed or clicked
the Unsubscribe link.
% Clicked Link
Clicked Link / Delivered = %
Clicked to Opened
Clicked Link / Opened = %
Of those who opened the email, how
many continued to click? This is a
key metric for conversions and your
inbound funnel from Email to Click
to Page to Filled Out Form.
Unsubscribed
Unsubscribed Leads count
This is the absolute count of leads



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% Unsubscribed

Unsubscribed / Delivered

First Activity (TimeZone)
Last Activity (Time Zone)

First time email was sent
Most recent (last time) email was
sent

that unsubscribed from this email.
Key Reputation Metric: if greater
than .20% of those who were
delivered this email unsubscribe,
then you need to adjust segmentation
or prune your list of deadweight.
It is possible to re-use emails in a
variety of ways, autoresponders are
the emails most likely to matter with
this metric.

Email Link Performance
This report shows the links clicked in a particular email. Links not clicked on will not appear here. The links here
will also appear in the Clicks Link in Email smart list filter. You can use this to help understand how your
copy, layout, CTAs, anchor text are impacting your goals. It is possible to build a rough heat map of how people
interact at your emails.
Email links are calculated on an absolute clicks basis and you can use smart list filters as a constraint here. You may
also constrain the report to Marketing Activities Emails or Design Studio Emails.



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Campaign Email Performance - Customized
Note: You can select entire
folders or Programs, which
will include any campaigns
and emails underneath.

It is also possible to create an email report for a specific campaign (or group of campaigns), which is the same as
viewing the Email Tab on a Smart Campaign. Once you select the campaigns you wish to report on, Marketo will
pull in all of the emails associated with each selection. If no email was sent from a select campaign, no data will
appear. Only sent emails will be shown.



Best Practice: Use the
Email Filter option for
Nurturing Programs,
Autoresponders, or
multiple email
campaigns.


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Landing Page Reports
After the Email Performance Report, the Landing Page Performance report is the second thing new Marketo users
look for. Here you will be able to examine the Views and Conversion data for both regular pages and Landing Page
Groups. (See more on setting up an AB Test).

Inside the Landing Page report is an excellent summary of pages by Date of Activity, including coveted
conversion rates.



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Activity on Marketo Landing Pages is counted here. This report does not show data on your own website. See the
Web Page Activity report for leads visiting your main site.
Type
Page or Landing Group AB [ICON]
AB Landing Page Groups are shown
here as well.
Name
Name of Landing Page inside
This is the internal name you use in
Marketo
Marketo (not the URL or Title)
Views
Total Page Views for time period.
Conversion
Number of Form Fill Outs on this
page during the time period.
Conversion %
Conversions / Views = %
The big number everyone wants to
see. Get it ready for
Whichtestwon.com
New Names
Number of New Names acquired by
Previously unknown names acquired
page
by…similar to the Acquired By
Concept in Programs.
First Activity
Date and time of the first visit
Based on system time zone
Last Activity
Date and time of most recent visit



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The Landing Page Performance report allows only Setup constraints:
Date of Activity
Design Studio Pages
Marketing Activities Pages (Programs)



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Program Reports
Program Performance Reports are also available, and best used in tandem with RCA. You can also visit the
Program’s Overview for active campaign data.



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The Program Performance Report will go through the basics, however, at this time (March 2013), there is limited
functionality. You can filter on Program, Archived, Cost Period, and Tags/Channels.



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The Program Performance Report is similar to the Campaign Performance Report, but with handy ROI calculations
built in, assuming you entered in cost data.



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Program Performance reports provide several default columns, which provide helpful comparisons—if you properly
setup the Cost and other Tags.
Program Name
Program Name.
Click on the link to visit the
Program.
Channel
Program’s Channel
Total Members
Total Membership
Also visible on Program Member tab
New Names
Total New Names Acquired
Should equal Acquired count on



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New Names %
Success count

New Names / Total Members
Leads with a Success Flag (only
counts one success per lead)

Success %
Total Cost
Cost per Member

Success Count / Total Members
Based on system currency if you
placed a cost in the Program. (Sum
of all period costs)
Member / Cost = CPM

Cost per New Name

New Name / Cost = CPL

Cost per Success

Success # / Cost = CP

Program Summary tab.
Key metric!
This highly depends on your
Channel setup. It is possible to have
every status be a Success, and your
Success Count = Total Members in
that case. Of course, that is not
recommended.
Another Key Metric.
This is from the Period Cost data
you entered on the Program Setup
tab. Shows 0 if no cost entered.
Depending on your reporting, this is
the Cost per Lead (CPL).
Based on system currency
Cost per Acquisition (can also be
CPL).
Cost per Success is unique to your
Channel setup and may not be
equivalent to a Won Opp.

Campaign Reports
Campaign Reports can be powerful allies in the monitoring of automatic campaigns. While folder level overviews
and campaign overviews show helpful summaries of Members, Wait Step Members, and Last Run, the Campaign
Activity report roles this up into one report.

Campaign Activity can be constrained by



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Export Rows
Campaign Selection
Archived Campaign Selection
Smart Lists

Once you select the Campaigns to report on (default is All), you can use Smart Lists to report on specific kinds of
leads, such as All Campaigns where Customer = True. The report appears.
Campaigns are grouped by
Batch



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Run Actions (manual flow actions in a lead database view).
Triggered (Active) – Live triggers
Triggered (Inactive) – past triggers.

Here is more detail on what the report is telling you.
Campaign Name
Name of Campaign
Batch Run Count

Times a batch campaign was run

Total Leads Processed

How many leads qualified for the
flow?
Number of Leads in an Active Wait
Step
Number of leads removed from the
campaign
Last time a lead was processed.

Leads in Wait Step
Removed from Flow
Last Activity (System Time Zone)


Click on it to view the campaign
itself
Most batches are Run Once or Run
Every X Days (lead scoring).
Who went through the flow?
Useful for reviewing multiple drips
or processing campaigns.
This is the only place to view the
number of successful removals.
Could be helpful in tracking errors.


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Company Reports (Company Web Activity)
Warning: if Munchkin code
is not installed on your
website, you will see
nothing here or in the Web
Page Report.

The Company Web Activity Report is similar to Web Page Activity Report, but grouped by Company. This is the
one of the reports Marketo salespeople like to use in sales calls and the same data drives the Anonymous Web
Activity Report on the SFDC Sales Insight Tab.



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The report tells you which firms are on your website and landing pages using Inferred Company and ISP data. Like
the Web Page Reports, the default is to show you both Anonymous and Known Leads. Be sure to clone this report
into separate versions if you want to parse out Known vs. Anonymous.



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The Company Web Activity report can be helpful with your Strategic Account sales strategy for analyzing who is
finding your site.
Company
Company (bold indicates a known
Is this a real firm? Sometimes this
lead)
references an ISP. You will see
multiple rows of the same firm if
separate divisions or locations were
identified.
Inferred Company/ISP
IP Lookup helps guess the company
This will also show ISP data.
using that IP.
If Company and Inferred Company
match, this is a stronger indication.
Page Views
Number of pages in this session.



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Leads
Country
State/Region
City
First Visit
Last Visit

Total number of leads (known and
unknown) that visited from this
Company.
If Available
If Available
If Available
Date and time of the first visit
Date and time of most recent visit


Web Page Reports
The Web Page Activity report (and Company Web Activity Report) collate data on all leads that visit the site and
are tagged with a cookie via the Munchkin code. This report is a bit different because it is grouped by Lead Name
instead of tabulating data.

The default report shows Anonymous and Known leads. Be sure to clone this report if you want to filter out
Anonymous or Known leads.



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Clicking on a Lead Name will show you their Lead Record.

Click on the Page Views count to see a list of pages the lead viewed. And more detail on what you are seeing
in this report.
Lead Name
Name and Company
Click to open and view the Lead
Anonymous
Record.
First Visit
Date and time of first visit.
Based on System Time Zone.
If a lead cleared his cookies and
change an email address, this data
may be split.
Page Views
Number of Page Views in this
Click to view pages visited.
session
HTTP Referrer
Original page URL the lead was on
Could be helpful to see which pages
before this first visit.
or ads are performing. Show the
URL as a link you can click.
Entry Page
First page the lead visited on the
Shows the URL that you can click
site.
on.
Lead Name
Actual lead name if available.
Job Title
If Available.
Company
If available.
Bold indicates real company name.
Inferred Company/ISP
IP Lookup helps guess the company
This will also show ISP data. If
using that IP.
Company and Inferred Company



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Inferred Country
Inferred State/Region
Inferred City
Inferred Area Code
Last Visit

If available
If available
If available

match, this is a stronger indication.
Fairly accurate
Sometimes accurate
Not always accurate
Remarkably accurate

Time and date of most recent visit to
the site.

Social Influence Report
Note: this report does not
have its own folder.

Marketo added the social influence tools to Landing Pages to enable better sharing of pages. If you setup this
sharing properly, you will see social counts on Landing Page Performance reports as well as on the special Social
Influence Report.
There are limited Setup options, so the default report should be enough. To learn more, visit the Marketo
Community.
View Social Influence Report [Marketo]
Social Sharing Instructions [Marketo]

Revenue Cycle Modeler
I am grateful to Alexandre Pelletier who gave this presentation with Jon Miller at the Marketo 2012 Summit. You
can reach Alexandre at +1.514.913.3039 or on his site http://www.apelletier.com. He has allowed me to use portions
of it to help explain what happens in RCA.
I’m going to be super honest here. Revenue Cycle Modeler is a fantastic tool that Marketo uses to wow you on their
analytics capabilities. And it is pretty amazing. There’s a catch though (isn’t there always?). RCM requires a fair
amount of thought and setup time to work well. RCM is also a pre-cursor to Revenue Cycle Analytics, so you want
to be sure to get this one right.



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Feel free to try it out in draft mode. Here are a few tips:
1. Determine Revenue Stages First
2. Update or use existing Status, Source, and other triggers in your system.
3. Map it Out in RCM
4. Create Smart Lists for each Stage
5. Create a folder for RCM Manager or a Program
6. Add appropriate Trigger campaigns to manage changes between stages based on your pre-determined fields. Do
not turn these on yet.
7. Test This Heavily.
8. Re-work the smart lists and stages if needed.
9. Try turning on the RCM flows.
10. Activate your RCM.
Alex has a few good ideas in his presentation, which I will share here. In particular, Alex suggests the following
lessons:
Use the model as a communications tool between sales and marketing.
Optimization may take months.
Once it is complete, don’t change it.
Use the other parts of RCA if you can.

Planning for RCM
To get started, draft your success path stages very carefully on paper first. Since your expected lead flow must be
done in advance, be aware if Leads will enter at any stage or just in one spot.



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When you design the model, it should be very simple with as few transitions as possible. Here’s what Alex did at
Acquisio. This is elegant.



Watch out for where the leads come into your funnel.


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Setting Up Transitions Between Stages
Make sure these are well defined. Alex added a custom field called Marketo RCA Stage to help ensure leads
were always in the right Stage. Each transition requires a trigger campaign based on the criteria such as Added to
Opportunity or Lead Is Created.

And with Opportunity transitions:



As part of this process, you must control leads that are in the wrong Stages using Smart Lists.


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Key Lessons
Log all Interesting Moments because they drive the Opportunity Analyzer.
Opportunities must have a Contact Role for the Opportunity Analyzer to work.
Use the Model to report on your funnel. Now you’re marketing like Marketo!



And the Holy Grail of Demand Generation, the automated lead funnel report:


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Revenue Cycle Analytics
RCA requires a lot of thought. If you areplanning for RCA I recommend the following basic steps with a few screen
shots courtesy of Alex and Jon’s presentation.
Step 1: Setup Custom Tags
Custom tags will help you automatically conduct Cross-tab and group by reports. These special tags
will also appear on your Program Channels if you use all of the setup options.
Step 2: Setup Custom Program Channels
Or use the defaults, but you may want to have your own Channels, which better match your business
needs. The Success Progression Status does matter for RCA so be sure to carefully define these.
Step 3: Fill in all the details on Programs
Seriously. Don’t bother paying for RCA if you don’t enforce the use of Tags and Costs.



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Step 4: Use Programs for all ROI Tracked Marketing Programs
You can use Programs in all sorts of ways, but always use them for your tracked and incentivized
marketing programs.


Step 5: All Opportunities must have a valid Contact Role


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Step 6: Have a Fully Functioning Interesting Moments System.

Step 7: Run those RCA Reports


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How to Customize Reports
In this section we will learn how to conduct more sophisticated reporting using the standard Analytics options
provided in Marketo. We will not review RCM or RCA at this time. Instead, I’ll show you how to make the most of
what comes with your typical Marketo package.
Note: cross-tabs are limited
to Drill Downs unless you
subscribe to RCA.

Marketo Reports have limited cross-tab capabilities, especially when viewing multiple dimensions over time and
with Opportunity details. To conduct this type of analysis, you may need to download data, use Salesforce Reports,
or subscribe to Marketo’s powerful Revenue Cycle Analytics.
I’ve recreated Marketo’s summary of what’s possible with each report type. Remember, this is for the standard or
Enterprise versions without RCA. A ✔denotes this option is available for that report.
Report
Time
Groups
Opp Cols Drill
Smart
Select
Type
Range
Down
List
Folders,
Column
Assets, or
Flows
Lead
✔
✔
✔
✔
✔
✔
Performance
Leads by
✔
✔
✔
Status
Leads by
✔
✔
✔
✔
Campaign
Leads by
Campaign
✔
✔
✔
Folder
Email
✔
✔
Performance
Email Link
✔
✔
Performance
Campaign
✔
✔
Activity
Lead Web
✔
Activity
Company
Web
✔
Activity
Program
✔
Reports


Cost
Period

Tags

✔

✔


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Lead Report Customization
Report by Lead showing demographics and activity counts. Here’s an idea that you might find helpful.
You can pull a report that looks at custom fields. Add a custom field to your report as a column. Create a Smart List
in the lead database, and then use the Add Custom Column option in many reports to pull it in as a column.
Lead Performance reports are probably the most useful aside from the Email Performance data. While you can use
your CRM reporting to accomplish many of the same tasks, Marketo is sometimes better. Salesforce’s reporting
limitation on Leads and Contacts makes it harder to see through the entire lead lifecycle. Marketo’s Lead Reports
are able to see across the entire cycle.
I will show you how to customize the base Lead Performance Report to group leads into different kinds of reports.
In fact, Marketo offers a few of these as default options when you go to New>New Report.
Leads by Month [default]
Leads by Original Search Phrase [custom]
Leads by Revenue Stage [default]
Leads by Source [default]
Leads by Revenue Stage [default]
Campaign Lead Reports can include a Campaign Influenced Opportunities report.
Of course, use this knowledge to design the reports that work for your business needs. I’ll do my best to be your
Guide.
Lead Performance Reports
The base Lead Performance report is hidden. (You can also Clone an existing Leads by Source report)
Step 1: You should go to New>New Report.
(Or clone a Leads by X report)



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Step 2: Select Lead Performance
Step 3: Name the Report
Step 4: Create.
Marketo will now show you the Setup Tab options. This is the best way to adjust the report to meet
your needs.



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Step 5: Double Click Group by
You can choose any valid Lead attribute and units. Be careful to not update the report name.

Type of Report You Want
Leads by Month
Leads by Revenue Stage
Leads by Original Search Phrase
Leads by Source
Leads by Status
Starting to get the picture? Good!

Group by Leads Setting
Group by Created At [Month/Year]
Group by Revenue Stage
*Only if you have filled this in
Group by Original Search Phrase
Group by Lead Source
Group by Lead Status

Step 6: Choose the Leads to include by Created Date
This is the time frame of when a Lead was originally created in Marketo.
The report will load faster if you select a narrow time range.



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Step 7: Optional: Show Opportunity Columns.
This is necessary if you want to report on opportunity and revenue data. I recommend selecting Shown
unless you are only looking for lead counts.
Step 8: Optional: Manage Custom Columns (use a Smart List as a column to show)
This is an optional step if you wish to show specific columns as a sub-set of the Group By rows.
Similar to a cross-tab, Custom Columns says ―Show me Leads by Source who are also Qualified
(Converted).‖ You may want to calculate AdWords Leads who converted, and this column will show
of the Total Leads collected by the report, which ones meet the Smart List Column Criteria.



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Note: select a Smart List
here does not constrain the
data involved.

You must have an existing Smart List to include. You can include several Smart List
Columns.
Here is what happens when you select a Smart List to sum as a Column:

Of the Total Leads (6,664) from Last Year who met the Smart List criteria, there are 439 Qualified
Leads.
Step 9: Smart List Tab (Optional)
While this is optional, it is recommended you restrict the data brought into the Report. Remember, this
is the way to restrict data, which is different than the last step using Custom Columns.
What you do here is up to you. I recommend at least one or two filters so you have a clean report:
Filter 1:Member of Smart List NOT IN “Test List or Internal Seed List”
Filter 2: Is Anonymous = FALSE
From there, you can then restrict the leads by Source, Visited Web Page, or any number of
filters.



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Here’s what I did for this example:
Filter 1:Member of Smart List NOT IN “Test Names Exclude” because I still don’t
want those pesky test@test.com leads.
Filter 2: Lead Status IS NOT ―Current Account‖ because I want to see Leads only.
Filter 3: Company Name NOT CONTAINS my company’s variations, which is a bit redundant.
Filter 4: Is Anonymous = FALSE because I do not want to bring in Anonymous Leads, which
does happen.
Filter 5: Lead Source IS ”[sources relevant to the Web]”


Step 10: Click on Report to run the data.
Here are the outputs from some of the Group by Examples:

Figure 1. Group by Created At Months = Leads by Month


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Figure 2. Group by Original Search Phrase


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Figure 3. Web Leads by Source - Past Year

Great! Now we see that of 6,664 leads from online sources, only 439 converted to a Contact. That’s 6.6%. That may
be great or it could be down from the prior month. If you bring in Opportunity Columns, then you can also
see how the funnel extended to Won/Lost.

Lead Drill Down Reports
Drill Down is available on Lead Reports only. Marketo does not support matrix or full cross-tab supports without
the Revenue Cycle Analytics package. What you can do is ―drill down‖ like you do in Salesforce or a cross-tab. To
drill down by one or more rows of data, select the row(s) and press Drill Down.
In this case, we chose Leads by Web Source - Monthly.
Step 1: Select a Row
For example, let’s find out more about the current Lead Status for Web Leads from December 2011.
Note: you can select only
one row to drill down on.



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Step 2: Drill Down Field Select
Select Lead Status. Press OK.

Step 3: Review Report
A new window will appear with data focused on the Lead Source values you selected. This is an
entirely new report that you can further modify and Save As.



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Step 4: Optional Drill Down Further
Select a new row to Drill Down further.
You can also adjust the Setup to change the Group By setting to a different drill down field.



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Step 5: Optional: Smart List
If you want, you can adjust the data again using the Smart List. Note that we can refer to Reports as
Member of Smart List IN Report: [Report Name]

Step 6: Save As
If you want to refer back to this report, Save As in the upper right corner to save your report.

Pages Visited by Groups of Leads
Let’s say you wanted to see if your Customers are visiting your site. You cannot do this directly using Landing Page
reports. You must either create a Smart List or a Leads by X report.
Step 1: Clone or Create a New Landing Page Performance Report.
Step 2: Smart List Filters
Use filters like the following to bring in Customers who Visited X Page.
Member of Smart List IN “Customer List”
Member of List IN “Customer List”
Filled Out Form IS ANY [or particular form]
Date of Activity IN PAST [XX] Days [NOTE: this is the web page activity, not Lead
Created At]
Web Page IS [select pages]
Visited Web Page IS/CONTAINS [Page Name or URL like ―www.mycompany/demo‖]



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For example:

Step 3: Run Report
The Lead Report will now show a list of leads who are in the Current Customers group who
Filled Out any form in the past 30 days on X Pages.
Of course, this will show you the Conversion Count for that group and page combination.
If you want to see a list of Visited Web Page and the Conversion Count, make the above example
a Smart List to be used as a Custom Column. Then, constrain the Report’s Smart List by Visited
Web Page is X.

Leads by Status [default]
This is a special report that must be cloned or created New.



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Step 1: Clone the existing Leads by Status or Create New
Step 2: Click on Setup Tab
Step 3: Adjust Lead Created At Time Range
This report only permits the lead created time frame.

Step 4: Click on Smart List
You can now constrain the report. In this case, we will exclude Test Leads because they don’t count
toward our funnel numbers. You could also constrain by Leads who were part of a Program(s), visited
a Page, or responded to an offer with Filled Out Form on Page X.

Step 5: Click on Report to Run Report
The Leads by Status report is special because Marketo automatically groups Leads by Year and then
by Status.



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There are no other options on this report.



Leads by Campaign Reports
This special report groups Leads by smart campaign membership.
Step 1: Clone the existing Leads by Campaign
(Or create a New Leads by Campaign Report)


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Step 2: Click on Setup
Step 3: Adjust Lead Created At
Step 4: Select Campaigns Using the Campaign Filter
Step 6: Run the Report

Leads in multiple campaigns will be counted in each campaign row.


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Campaign Influence Reports without RCA!
Step 1: Clone a Lead by Campaign Report

Step 2: Setup
Think about what you want this report to show. Is it on Webinar campaigns? All campaigns?
Nurturing? Just campaigns from a single year?



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Step 3: Change Leads Created At:
Choose the time frame of when the leads were created. Remember if you restrict this to Last 90
Days, then even if you show All Campaigns, Marketo will report only on Leads Created in
the Past 90 Days who are members of All Campaigns.
Step 4: Opps: Hidden or Shown…up to you
If you are running a channel review, the Program Report may work better for you. But if this
report is more about revenue and lead count, then Show Opportunities.
Step 5: Campaigns to Include (optional)
Again, up to you. If you followed my earlier advice to name and structure Marketing
Activities by Date, Channel, or Region, it should be fairly easy to select the desired Campaigns.



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Step 6: Smart List
Choose the desired filters to include or exclude Leads. A good choice here is
Filter 1: Member of Smart List NOT IN “Test Leads”
Filter 2: Has Opportunity = TRUE since we are concerned with leads with Opps.



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Step 7: Run Report
This is a slick report showing how well each campaign performed. Since we included only Lead with
Opps, the first two Opportunity columns show zero.



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The Leads by Campaign Report does not permit drill downs.

Webinar Reports (using Leads by Campaign)
Using the previous Steps, you can select either Webinar Programs using the Campaign Filter or use
Member of Program filter for the Smart List to report on Webinar data in the aggregate.
I recommend standard naming of your webinars to facilitate building this report.



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Leads by Campaign Folder
Grouped by the folder in the Marketing Activities tree depending on your selection. Each campaign or program
underneath the selection is counted toward the report. Leads in multiple campaigns will be counted in each
campaign row.
This report may be useful as a quick way to check on multiple campaigns at once. There are few Setup options and it
may be better to use the Leads by Campaign Report instead.
Step 1: Clone or Create a Leads by Campaign Folder report
Step 2: Click on Setup
You can only change the Leads Created At or Custom Column settings
If you want to restrict the totals to particular groups, do so now.



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Step 4: Press Report to Run.

Leads by Original Search Phrase
Understanding what search phrases your Leads use to find you is a valuable tool in your SEO and SEM efforts. You
may also find value in this data as it can better inform your copy decisions on emails and landing pages. Here’s how
to setup this valuable report.
Step 1: Clone the Leads by Source Report



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Step 2: Change the Setup

Step 3: Leads Created At
Change this to the desired time range for Leads Created for a certain time range. This is based on
the Marketo Lead Created timestamp. For leads imported originally from SFDC, they will all have this
timestamp too.

Step 4: Group Leads by Original Search Phrase
Adjust this to show the correct field. Again, this can be any field, but in this case we want Original
Search Phrase.



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Step 5: Opportunity Columns=Shown
You should show this on this report to see how each Phrase is contributing to revenue. Then you can
prune spending on poor performing phrases in AdWords.
Step 6: Custom Columns
To complete this step, you must have an existing Smart List that will group leads in a column by row.
For instance, if you want to show Original Search Phrase by Customer Count and compare
that to Total Leads, just create the Smart List, and then add it to the Custom Columns list.

In the example here, I provided additional groupings by Converted and Lead Source values.
Step 7: Smart List
My recommendation is to filter all Lead reports using a Smart List filter, which includes a
Suppression List. For instance, in this case, I am excluding the Test leads we use in the
database because they should never appear in a report provided to management.
Filter 1:Original Search Phrase IS NOT EMPTY because blanks are not what we want to
view. Leave this filter out if you want the count for ―Blank‖ Original Search Phrase.



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Filter 2:Member of Smart List NOT IN “Test Names Exclude List”

Step 8: Run Report
Awesome. Now you have a slick looking report showing which Search Phrases are bringing in the
most Leads, Opps, and Revenue. Great work!



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Step 9: Drill Down (optional)
The Drill Down button allows you to select one or more rows in certain Lead Reports, then ask
Marketo to look at these rows by a new constraint. We’ll talk more about that below.
Step 10: Subscription to Your Web/SEO Manager (Optional)
Remember to setup a weekly email for your SEO Manager or Agency so they can help you perform
better. If you do send data to an outside firm, consider creating a separate report and remove certain
Columns.



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Email Report Customization
There are two email reports and only two use cases:
Email Performance by Type of Email (such as a Program or Campaign, or a webinar)
Email Performance for Email Deliverability
In either case, the steps are very similar. Be sure to name your reports something like
Email Deliverability – Past 12 Months
Email Deliverability – Webinars – Past 90 Days
As I mentioned in Email Reputation Management, watching your Email Performance report is a critical step to
maintaining a high Sender Score. Here’s how to build a standard report over time.


Step 1: Clone Email Performance Report


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Step 2: Click on the Setup Tab

Step 3: Date of Activity: Email Activity
Remember, this is the date range of email activity, not necessarily the day it was sent.
Step 4: Choose the Emails
You should select the Folders or Programs where your Emails reside. If you setup your naming and
organization correctly, this should as simple as selecting Webinars 2012.
If you select All Emails, then you can use the Smart List to constrain the report by Member of List to
constrain the report to Webinar Invitations List, or another filter.
If your emails are structured well, you can also select the appropriate folders, campaigns, or programs
in this dialog. In this example, we will select All Emails.
Step 5: Smart List
Filter 1: Member of Smart List NOT IN “Test Leads Exclude” because I still don’t
want those polluting my data.



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Other filters might be to restrict the list to a certain Group, such as a list of trade show leads.

Note: see Email Reputation
Management on how to
interpret this report.

Step 6: Run the Report
When you run this report, you may get a long list of emails with data for all of them. Be sure to scroll
to the right to see Unsubscribes and other key details.



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You can also press the minus icon to roll up the data for your annual summary.



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Email Link Performance Heatmaps
The Email Link Performance Report is helpful if you spend a great deal of time analyzing link placement, text, and
CTAs in each email. You can use this data to construct a basic heatmap to see if people are looking and clicking at
certain areas of an email over others. This is best combined with an AB Email Test.
Step 1: Clone the Email Link Performance Report

Step 3: Select the Email(s) to include
Select only the emails you are most interested in as this report shows individual emails. You may
become overwhelmed with too many emails or Marketo will take a long time to tabulate results.
Step 4: Smart List
Say it with me folks, ―Exclude the Test Leads!‖



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Step 5: Run Report
You will see a list of Email Names with the Clicked Links underneath. Feel free to click on the Email
Name to see a Preview or click on the link to see where it takes you.



Step 6: Select an Email to Heatmap
In this case, we’ll select a recent email.
Step 7: Take a Screenshot of the Email
Step 8: Open an Image Editor (or PowerPoint)
In this example, we’ll place this in PowerPoint.


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Step 9: Tally the Links and Locations on the Email Screenshot

Color code the clicked areas by High, Medium, Low according to a pre-set scale depending on your
volume of email. For example:
Cold Blue:
Under 20 Clicks
Mild Yellow:
20 to 50 Clicks
Hot Red
Over 50 Clicks
In this very poor example, you can see what you can do with a screenshot of your email and a quick
color-coding scheme. My ideal scenario has tons of clicks above the fold, fewer in the middle, and no
one selecting Unsubscribe in the Footer.



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And now you have a basic heatmap!



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Landing Page Report Customization
The marketers’ delight! Page conversion reports in one spot. If you are doing serious AB testing, you can clone the
report and select the pages and page groups you wish to chart. Remember Landing Page reports can be found in
three places:
Landing Page Overview for that page

Landing Page Test Group Overview



Landing Page Performance Report


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Note: you cannot use Smart
List constraints on Landing
Page Reports. Try a Lead
Report instead.

There are several uses for Landing Page Performance reports. Creating these reports requires similar steps, but
slightly different Filters on Setup. There are no Smart List options for Landing Page reports.

Pages by Time of Page Activity
Pages by Channel Over Time
Step 1: Clone the Landing Page Performance Report
Name this Landing Page Performance – Webinars – Past 180 Days
Step 3: Change Date of Activity to Last 180 Days
Step 4: Drag in Marketing Activities Pages
Step 5: Select the Folder(s), Campaigns, or Programs you want.
In this case, we will check the Webinar folder(s) or Programs.



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Note: scroll to the right to
see Social Sharing data for
this page (if available).

Step 6: Run Report
The report will show you pages with activity in the Last 180 Days, which are under the Webinar
Folder(s) selected. From our selection, we can sort by highest to lowest Conversion %, demonstrating
our best performing pages. Those are the best performing pages, not necessarily your best performing
webinar.



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Program Report Customization
Program Performance reports are ideal for cross channel or roll up reports across Programs. If you are looking for
data on one Program, your best bet is to click on that Program in Marketing Activities.



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Key components to making Program Performance reports meaningful:
Use Cost Period
Use Success Flags on Progression Status
Name Programs Properly: e.g.: 20120912 – Webinar – Economic Outlook
Step 1: Clone the Program Performance Report

Step 3: Select a Filter
Programs: this is the same tree select we’ve seen elsewhere. If you organized all your Webinars in one
place, you can easily select those folders. Or you can do a search like I did.



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Channel = Webinar
I recommend doing this if you are tracking all activity since the beginning of time. Type in the name of
the channel(s) you want to bring up the filter. Press Apply when done.

Cost Period



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This will include cost data over the period selected, which may also constrain the activity view to those
dates.

Step 4: Run Report
This report is a simple list of Programs that meet the criteria selected in Setup. In this case, we selected
Programs set to Webinar Channel. Now we have a great summary of all of our webinars since the start.



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Note: leave off constraints
so you can download a
historic data list of all
channels for a pivot table.

If you were entering Cost Period data into your Programs, you will see a fantastic calculation of
Cost per Lead data which you can then Export using the XLS icon.



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Other ways to report on specific groups of Leads include this interesting discussion with fellow
Champion Delinda and Mark Farnell with Elliott L’s elegant answer.



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Campaign Report Customization
Campaign reports are ideal for monitoring all of your running systems in one place. You may want to clone this
report into several categories:
Webinars
Data Management
Nurturing Flows
Campaign Reports are simple and in most cases require limited customization.



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Step 1: Clone Campaign Activity report
Step 2: Setup

Step 3: Date of Activity Selection
Remember this time is the Campaign Time of Activity based on your System Time.
Step 4: Choose Your Campaigns
Select Marketing Activities or to monitor Nurture Programs, select the appropriate Folders or
Programs.



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To monitor data management flows such as Lead Scoring, Interest Moments, Data Management, then
select those folders instead.
Step 5: Smart List
In this case, we will leave the Smart List blank. Because we are reporting on current status of
campaigns, it may not always make sense to exclude any leads. Of course, you can always exclude
Test Leads or other lead groups, but be warned that your lead counts will not match the actual
campaigns.
Step 6: Run Report
Click on the Report Tab…and…



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Company ReportCustomization
Company Web Activity Reports are ideal for sending daily to a sales person for prospecting needs. If you have a
Strategic Accounts team, they should watch this data as well. Here are two use cases:
Setup a report for a sales person
Setup a report to monitor strategic account management
Step 1: Clone the Company Web Activity Report

Name the cloned report Company Web Activity – US South – Past 30 Days



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Step 3: Date of Activity
This is the lead activity of the last known visit. Last 30 Days is ideal for data collection.
Step 4: Anonymous Visitors from ISPs
Depending on your needs, you can exclude these leads. Strategic Account Managers may find it more
useful to see any activity so they can see if their efforts are rippling across the organization.
Step 5: Smart List
In this case we will use more interesting filters because we want to include only leads from the US
South.
Note: this logic may
exclude leads we want if
they have NULL in these
fields.

Filter 1:Country IS “United States”
Filter 2:Inferred Country IS “United States” because we are looking at ISP data.
Filter 3: Inferred State Region IS [x]
Filter 4: State IS [state abbreviations]
Adjust the Filter Logic to Advanced: (1 or 2) AND (3 or 4).



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Wait for Marketo to save the Smart List.


Step 6: Run Report

Step 7: Setup a Subscription for Sales


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Web Page ReportCustomization
Web Page Reports are good choices for a prospector looking for specific territory leads. With some cloning and
setup of territory reports, you can send these daily or weekly to a specific sales person.
If you have Sales Insight, train your team to use that tool inside the CRM instead.
Report for a Salesperson watching a particular set of companies.
Monitor a demo-center on your site.
See which pages are providing Opportunities. NOTE: you may find Lead Source or Programs
better)

Basic Web Page Report
Step 1: Clone the Web Page Activity Report
Name this report Web Page Activity by Domain – Last 30 Days

Step 3: Date of Activity
This is the activity date of the web page visit.
Step 4: Anonymous Visitors from ISPs
You can hide or include these leads to see.
Step 5: Smart List
Salesperson report scenario: in this case I want to look at SFDC Leads who match a certain list of
domain names.
Filter 1:SFDC Type IS “Lead ―to restrict this to just real leads.



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Filter 2:Email Address CONTAINS “@jdavidhill.com” because I’m looking for leads
from my organization.
You could also say NOT CONTAINS to exclude certain domains, such as your own.

Web Page Demo Report
If you continue customization, you can then select pages or areas of your site to determine who is visiting your
Demo Center, for instance.
In this example, the Smart List is now pulling in leads that only visited our Demo Center. Note that proper naming
scheme allows the use of CONTAINS “demo-center” instead of having to select individual pages.
NOTE: the end result will look similar, but the leads will be ones who match the Smart List.



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Step 1: Clone the report you made in the previous section
Step 2: Smart List Adjustments

The Page Opportunity Smart List would include the filter Has Opportunity = TRUE.
Step 3: Run Report
The report will show you a list of lead names with the pages they have visited within the Last 30 Days
including their first visit and URL prior to visiting. In this way you can also learn more about where
your leads are finding you in the first place.



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The Web Page Activity report has two links per row which both take you to the Lead Detail Screen
with the Activity Log pre-filtered by Visit Webpage. This is a fast way to show the recent list of pages
this lead visited.



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Step 4: Click on Subscriptions
Step 5: Create New Subscription
Now you can email this report to the appropriate sales rep every day (or week).

Social Influence Customization
The customization options on this report are limited to
Date of Activity
Export Rows
Subscriptions



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The Report itself shows a list of Leads and the number of shares they have provided you on Twitter, Facebook, G+,
and LinkedIn, assuming you’ve setup Social Sharing on your landing pages.

Report FAQs and Troubleshooting
How do I change the default graphs in Marketo?
There is a small button at the lower right corner of the Overview page. If it says Style, you can click and adjust the
Chart Style. (This is not available on all reports)
Changing Charts in Lead Reports:
The chart shows the count of leads based on the grouping from the first column. To change this, simply
move a column into the first position.
Changing the Lead Graph Style
On Lead Reports, you can change the cart by going to the chart and clicking Style.
You can also export this chart for a fast PowerPoint graphic.

Why does my Smart List count of Was Sent Email differ from the Email Performance Report?
The Email Performance Report has its own logic that Marketo has defined in a certain way. This logic means one of
the metrics in the report would count an event (Unsubscribed), which does not have a corresponding Log Item.
Marketo says this causes discrepancies between smart list email filters and the Email Performance Report.
The logic has the Four Rules of Email Performance:
Each email activity record is set to one of the following: Delivered,
Rule 1: One Activity Only
Hard Bounced, Soft Bounced, or Pending.
Opened = Delivered
Rule 2: Opens
Clicked in Email OR Unsubscribed = Opened = Delivered
Rule 3: An Action indicates
Opened or Delivered
If email is Opened, any bounces are ignored.
Rule 4: Bounce Priority
If email is not Opened, Hard Bounced > Soft Bounced or Delivered.
Thus, the record will show Hard Bounced.



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How can I create cross-tab to show Leads by Source who also did X?
Use Drill Down – only on Lead Performance Reports
Use a Smart List Constraint
Try a Smart List Column
Use Groupings

I want to send a report to someone on a regular basis, how do I do that?
Setup a Subscription using the Subscriptions Tab.

Why is my report not showing the right data? I know something happened in the last day.
Try these two steps:
Step 1: Refresh Report
Check the date of the last Report Run in the lower right corner of the Overview, or the lower left
corner of the Report screen.
Press Refresh icon or the Refresh button on the overview page.
Wait.
This almost always solves the problem.
Step 2: Check Report Settings
If that still did not work, your settings or choice of report may be incorrect. Review the Setup and
Smart List tabs again.
Be sure to review the Date of Activity criteria or Selected Filter as they could be out of step
with your intentions.

I want to build a lead funnel visualization complete with data.
Me too.
There are a few options for building the nice lead funnel:
Do it Yourself: Collate the data from various Salesforce or Marketo lead source reports. Then you can
put the data into Excel. Once there, you can then use PowerPoint to build funnel visualization, then add
the data. Definitely works and it just requires some time.



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Salesforce Dashboards: with some work, you can have your SFDC Admin program table or other
visualizations into your Marketing Dashboard. This may rely on field changes and Opportunity data, so
it can become complicated quickly.
SFDC Campaign Roll Ups: if you are managing your funnel with SFDC Campaigns and Statuses,
you can have your parent campaign data roll up child data and then summarize it. Probably not the best
way.
Revenue Cycle Modeler: you likely have access to this already. Take some time to build out the
Revenue Stage system inside Marketo, and then activate your funnel. This will look just like it does
when Marketo sold it to you! And you now have an in-demand skill ☺.
Revenue Cycle Analytics: if you can pay for this tool and use Programs religiously, you will see
fantastic data.

I want to show ROI like Jon Miller! His reports are AWESOME.
Yah, he’s pretty cool. Good thing he has RCA to make those awesome reports ☺Be like Jon, get RCA today.
Ok, seriously, if you don’t or cannot afford RCA, you have a few options.
Get RCA
Build an RCM to at least have a lead funnel report.
Build out your Program and Campaign Reports
Use SFDC Campaign and Opportunity Data to build similar reports. You can even add fields to the
Campaign Record to help roll up data across multiple campaigns and channels. Ask your SFDC Admin
for help.

I don’t want to pay for RCA, how do I build a funnel?
See above.

Will my reports lose data if I Archive emails, pages, programs, or campaigns?
The short answer is No. The report Setup has Archived filter options in most cases. The longer answer is it is
possible to lose data through deleting records, campaigns, programs, lists, pages, etc. Marketo will also
automatically remove certain log eventsfor Inactive Anonymous Leads, Web Activity, and Changed Data Value
after 90 days. Known Leads are not affected except for the listed log activities, which are deleted after 90 days.
Change score
Change data value – except changes to the Lead Owner and the Company Name fields
Visit webpage
Click link on webpage



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Sync lead to Salesforce.com

Chapter Review
Self-Quiz
When will the Social Influence show data?

Why do Email Performance Reports sometimes differ from Email Filter Smart Lists?

Which report should you use for…

Recommended Resources
Marketo Documentation
A Marketo Course on Analytics
How to Get Started with RCA– with Jon Miller and Alexandre Pelletier (Summit 2012)
Advanced Reporting with Programs and RCA
Analytics and Reporting Marketo Course (2012)


Analytics Basic Overview
Analytics: Program Performance Report
Campaign Activity Report
Change the Expiration Time for URLs in Subscription Reports (usually they are 3 days)
Company Web Activity Report
Creating an Revenue Cycle Modeler
Definitive Guide to Marketing Metrics (September 2012)
Drill Downs
Group by Segmentation
Hide Anonymous
Landing Page Report
Lead Grouping - old
Lead Performance
Marketo Lead Management Tutorial - Basic
Marketo Masters Webinar - Older (2010)
Marketo Report Basics (2010) Still useful.
Number of Rows
Program Reporting
Report Settings
Report Subscriptions
Reporting Section Summary
Revenue Cycle Analytics Documentation


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Revenue Cycle Modeler Home
Social Influence Report
Time Frame of Report
Web Activity and Company Web Activity
Web Activity Report

Marketo Community
Creating Program Status Lists
Create a Report by Leads with Demographic and Activity Data [Idea] – essentially you can use the Custom Column
Smart List in Setup to add the desired data.
Anonymous Leads on Social Influence Report
Create Regular Monthly Database Reports– Champion Michael Loop

Tools
Lenskold Group’s Lead Gen Calculator – a fantastic resource to start your budgeting [Lenskold]


How to Use Marketo Analytics

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