Marketo Reporting Guide

Reports are available in Marketo

Once you integrate your Marketo account with RollWorks. you can create a Marketo Program directly in your Marketo account to track RollWorks performance metrics including 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). 


Who can access

To create and view ABM reports in Marketo based on RollWorks performance you must:

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Create reports in Marketo

Step1. Create a New Channel in Marketo

  • Login to Marketo and navigate to the 'Admin' section (requires Marketo Admin Access)
  • Create a new tag for RollWorks as a channel. Click add a 'New Channel' under 'Tags'

  • Name your channel 'RollWorks Advertising', with the progression status of:

      • Impressions
      • Clicks
      • View Conversions
      • Click Conversions
      • Success Bank

New channel in Marketo

You may already have a similar Advertising channel in your Marketo account, but the program statuses will likely be different, therefore you should create a dedicated Channel for this Marketo Program.


Step 2. Create a new Program in Marketo

  • Navigate to the 'Marketing Activities' and create a new Marketo Program with the channel type you just created.

  • We recommend naming the program 'RollWorks Advertising Platform'.

Create four Smart Campaigns under your Marketo Program

  • Within this Marketo Program you will build four Smart Campaigns to track visitors as they move through the four program statuses:
      • Smart Campaign 1: Impressions
      • Smart Campaign 2: Clicks
      • Smart Campaign 3: View Conversions
      • Smart Campaign 4: Click Conversions
  • Create a new Smart Campaign titled 'Impressions'. On 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 fields

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

  • Click 'Add Constraint' to find AdRoll Impressions. Check the box to add that constraint to the trigger.
  • Configure the parameters as follows:
      • 'AdRoll Event' set as 'is not empty'
      • 'AdRoll Impressions' set as 'greater than' with a value of '0'.
  • Parameters

    When RollWorks matches a Marketo visitor to a RollWorks visitor, the lead will have this field populated with '0'. When you set the field 'AdRoll Event' as 'is not empty', you will find all the matched visitors, but not necessarily all visitors who were served impressions.

  • Under the tab 'Flow', set the 'Change Program Status' to 'RollWorks Advertising > Impressions'.

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

  • Repeat the same steps for the remaining three Smart Campaigns:

      • 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.

Recommendation for Salesforce users

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


Create reports with Smart Lists

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.

To make the most of your RollWorks data in Marketo, first, make sure your Marketo Connector is working correctly:

  • Create a new Marketo Smart List in Marketo Database.

  • Within your new Smart List, search for and drag the 'AdRoll daily clicks and impressions' custom activity into the list.

  • Navigate to Add Constraint and select the constraints you want.

    For example, you can choose to display all Marketo records that had an AdRoll View-Through Conversion in the last 30 days.

  • Click the People tab to see all relevant people that match your set constraints. 

  • Click an id number to inspect individual contact-level data.

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