ABM Reporting in Marketo

ABM Reporting in Marketo is currently only available to customers on the Professional package or higher.  If you are not sure if you have access to it, or if you’d like to discuss upgrading your subscription package to take advantage of this feature, please reach out to your account manager.

Once you integrate your Marketo instance and your RollWorks accounts, we recommend building out a program to track all impressions, clicks, view conversions, and click conversions. You can then use this new program to build additional reports to show your Return On Advertising Spend (ROAS). 

Create a Program for Reporting in Marketo

The first thing you’ll want to do is create a new tag for RollWorks as a channel. You may have a similar Advertising channel, but the program status will likely be different than what is needed for this program as you’ll see in a moment.

  1. Navigate to the Admin section of Marketo (requires Marketo Admin Access)
  2. Under Tags, add a New Channel. We recommend naming your channel RollWorks Advertising, with the progression status of:

  • Impressions
  • Clicks
  • View Conversions
  • Click Conversions
  • Success Bank
  1. Note: Your Marketo system may vary.  Please work with your Marketo Admin to build a program that works for you.  

  2. Screen_Shot_2020-03-11_at_11.31.11_AM.png
  3. Navigate to the Marketing Activities section of your Marketo and create a new program with the channel type you just created. We recommend naming the program “RollWorks Advertising Platform."

    marketo_newchannel.png

  4. Within that program, build four smart campaigns to track visitors as they move through the four program statuses.

  5. First, build Impressions. Create a new Smart Campaign titled "Impressions." In the right-hand, search bar of the Smart List criteria, type AdRoll Daily Clicks and Impressions and drag the Trigger into the Smart List pane.  

    RollWorks custom activity fields are labeled as "AdRoll" in Marketo.  RollWorks and AdRoll leverage the same platform and are business units of the same company, NextRoll Inc.

    image13.png

  6. Click Add Constraint to find AdRoll Impressions. Check the box to add that constraint to the trigger.  image7.png

  7. Ensure AdRoll Event is set to "is not empty"

    And AdRoll Impressions is set to "greater than” with a value of “0”.

    Note: When RollWorks matches a Marketo visitor to a RollWorks visitor, the lead will have this field populated with “0." If you use the field “is not empty," you'll find all the matched visitors, not necessarily all visitors who were served impressions.

    The trigger should look like this:

    image5.png 

  8. Under Flow, set the Change Program Status to RollWorks AdvertisingImpressions.
     marketo_programstatus.png

  9. Finally, turn on this Smart Campaign to run each person through the flow once. Since we're using program status, people can not flow backwards.

  10. Repeat these steps for:

  • Clicks: Smart List, Flow, and Schedule
  • View conversions: Smart List, Flow, and Schedule
  • Click conversions: Smart List, Flow, and Schedule

Once all steps are complete, you'll have four Smart Campaigns to programmatically track the information that your RollWorks campaigns send to your Marketo instance.

Note: If you use Salesforce, we also recommend syncing this program to an identical Salesforce campaign, so your campaign can be used in attribution reporting.

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