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Included in this article Overview Data you’ll get from Email Bounces Bounce Categories Hard Bounces Soft Bounces Bounce Details Building the Directory 1. Create 6 custom fields 2. Create a Program to house everything 3. Create a Static List 4. Create two Smart Campaigns Smart Campaign One - Logging Email Bounces with Bounce Details Smart Campaign Two - Remove Leads From the List After Successful Deliveries 5. Create Custom List View Showing Bounce Details Overview Bounce activities carry details for why the email was bounced, but it’s housed within the activity log entry, not in a field on the lead record, so it’s difficult to export that data. This article will show you how to extract that information to create a directory of leads bouncing emails and how to make the list automatically update. This will also create counters for bounces and successful re-deliveries after bounces happen. Data you’ll get from Email Bounces Bounce Categories Email bounces come in different types depending on why the email was bounced; Hard Bounces or Soft Bounces. Hard Bounces Hard Bounces come in two types, Category 1 and Category 2. Category 1 bounces are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 bounces occur due to an email address that is invalid or doesn’t exist. Soft Bounces Soft Bounces come in three different types, Categories 3, 4 or 9. Category 3 bounces are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 bounces are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 bounces are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL). Bounce Details When an email is bounced, the recipient mail server includes details of why it was bounced. These are created by the admin of the recipient mail server and vary greatly, but most will give some explanation that can give valuable information. Email Bounce Codes Building the Directory 1. Create 6 custom fields You’ll need 6 custom fields, two DateTime fields, two Score fields, and two String fields Name the DateTime fields “Bounce Date” and “Email Delivered After Bounce”. Name the Score fields “Email Bounces” and “Deliveries After Bounces” Name the String fields “Email Bounce Details” and “Email Bounce Category” Directions for creating Custom Fields can be found here: Create a Custom Field in Marketo 2. Create a Program to house everything Use a default program type and name it "Directory of Leads Bouncing Emails". Info on creating programs can be found here: Create a Program 3. Create a Static List This static list will be your actual directory that contains all of the leads that are currently bouncing emails. Name it "Active Bounce List". Info on creating a static list can be found here: Create a Static List 4. Create two Smart Campaigns These two Smart Campaigns are what will be used to add and remove leads from your active bounce list. Info on creating Smart Campaigns can be found here: Create a New Smart Campaign Smart Campaign One - Logging Email Bounces with Bounce Details Your first Smart Campaign will be used to listen for any email bounces that occur. The campaign will populate the “Bounce Date”, “Email Bounce Category” and “Email Bounce Details” fields. It will then add one point to the “Email Bounces” score field which can be used to count how many bounces have occurred per lead. Lastly, the campaign will add the lead to the static list which will be an active directory of leads who are bouncing emails. Campaign Smart List Use the two triggers of “Email Bounces” and “Email Bounces Soft” in the Smart List. Set both triggers to “is any” so that they will fire whenever any email bounces for any reason. Campaign Flow The Flow of the campaign will have 5 flow steps. The flow will use a System Token and some Trigger Tokens, which can be used to pull details out of the action that activated the trigger. In this case, the Trigger Tokens will be pulling out the details on why the emails were bounced. That info is in the bounce message and is logged in the lead's activity log. Normally you'd have to comb through the activity log one at a time to find these details for each individual lead. This method, however, will pull the details out automatically for all leads. Flow Step 1: Change Data Value Attribute: “Bounce Date” New Value: {{system.dateTime}} Flow Step 2: Change Data Value. Attribute: “Email Bounce Category” New Value: {{trigger.category}} Flow Step 3: Change Data Value Attribute: “Email Bounce Details” New Value: {{trigger.details}} Flow Step 4: Change Score Score Name: “Email Bounces” Change: +1 Flow Step 5: Add to List List Name: “Active Bounce List” Smart Campaign Two - Remove Leads From the List After Successful Deliveries Campaign Smart List The Smart List of the campaign will need a trigger for “Email is Delivered” set to “is any” and also a filter of “Member of List” looking just for leads that belong to your Static List. This way, the campaign will only apply to leads who have had an email bounce but have then had an email successfully delivered afterwards. Campaign Flow The Flow of the campaign will have 3 flow steps to do the following; log when the email was delivered, add a point to the "Deliveries After Bounce" Score Field, and remove the lead from the "Active Bounce List". Flow Step 1: Change Data Value Attribute: “Email Delivered After Bounce” New Value: {{system.dateTime}} Flow Step 2: Change Score Score Name: “Deliveries After Bounces” Change: +1 Flow Step 3: Remove from List List Name: Operational.Active Bounce List 5. Create Custom List View Showing Bounce Details The custom fields you’ve created for email bounce information won’t show automatically in the view of your list. You can create a new view of the list to show just this information so that when it is exported it will give you only the email bounce information you need. Once the list has the necessary details, it can be exported with those columns included so that you can work with it. You can identify emerging trends and issues with your deliverability by looking for common themes among the bounce details. Directions for creating Custom Views can be found here

Issue Delay in SFDC Sync causes email to be sent with unpopulated tokens Wait steps in campaign designed to prevent race conditions are sometimes not long enough for the SFDC Sync to complete Wait steps cause delay in customer receiving their email after filling out for - bad user experience Environment Smart Campaign triggers off form fill and flow step syncs Person record to Salesforce Info from SFDC sync is used to populate tokens in email Campaign uses Wait steps to hold email send until sync is finished Solution Split the Smart Campaign into two campaigns The first campaign runs the sync activities, but does not send email The second campaign triggers off of the Data Value Changes resulting from the sync and sends the email with the email tokens populated

Applies to: Email Performance Report, Email Link Performance Report, Engagement Stream Performance Report, Landing Page Performance Report, Program Performance Report, Sales Insight Performance Report When you create a report in the Analytics area, by default the report will only show reporting for the current workspace. This is a article attached image Once the report is created, under the Setup tab, you can add filters to filter by asset. For example, Filter Assets in an Email Report. If you filter for the workspace, it will show reporting for all assets in the workspace, similar to the default view without a filter: This is a article attached image To add reporting across all workspaces, use Enable Global Reporting in the report settings within the Setup tab. Note: Global Reporting is only available in your instance's default workspace.

Issue You are seeing a discrepancy in email activities (Sent, Delivered, Open, etc.) when comparing the RCE Email Analysis report and Email Performance Report, when looking at the same email and date range. Root Cause Here are some of the most common reasons for a discrepancy between the RCE and Email Performance Report (EPR): Deleted/Merged Leads: If you have leads that received emails and then were deleted or merged in Marketo, their individual email activities will be included in EPR. RCE will not count deleted or loser leads from a merge Re-sent Emails: If you re-send the same email to the same lead using the same smart campaign, EPR will only show the 1st send occurrence. RCE will show all email activities for a lead. Delivered & Soft Bounce: There are situations where a lead will log a Delivered activity and then shortly after, a Soft Bounce activity. In these situations, EPR will show this lead as a Soft Bounce count, whereas RCE will show this lead as a Delivered count. If you are still seeing a discrepancy between the reports that cannot be explained with the above, reach out to Marketo Support to help advise.

Issue Clicking a tracked link in an email either leads to a 404 page or the fallback page. Environment Tracked links Tokens Specific Characters: "#", "$", unbalanced brackets "{" or "}" Solution Do not use the following characters "#", "$", unbalanced brackets "{" or "}" in a link that is tracked when using a token as well. For example: www.google.com/ebook-download.html?ebook={{lead.ebook}}# This will not work and will either direct to a 404 page or redirect to fallback page. When hovering over the link you will see that it is not a normal tokenized link, it will contain something along the lines of: $mktEncrypt.encrypt($mkturl2)/<random characters> Root Cause When using tokens in the url of a tracked link, the email is processed and the tokens are substituted and populated with the correct information. The engine that assembles this information have some characters reserved for use such as #.

Issue When searching or grouping a list of leads based on email address filter ‘Contains’ @ sign, you may encountered the different numbers in the ‘People’ tab (result). Environment This behaviour is specific to the email filter as it uses two main indexes; we’ll call them Index 1 and Index 2 when using the contains/not contains operator. Index 1 searches for the entire email address value from beginning to end. This Index is used when the @ character is not included in the list of values. Index 2 searches only for the domain half of the address, which comes after the @ symbol. This Index is used when the @ character is included in the list of values. Solution A suggestion is to create a smart list with two Email Address filters wherein you will have all the ones that do not have the '@' symbol, and for the other, you will include the '@' symbol for the email address and use the logic as 'Any'. That would give you the preferred number of leads in your smart list. Root Cause Marketo database searches for email domains in a way that when using the 'contains' keyword in the 'Email Address' filter, you must make sure that if you are using the '@' symbol in your list of domains that all email domains contain this. If you want to filter for email domains that do not include the '@' symbol, you must make sure that no email domains in your list use the '@' symbol. This behaviour happens when the indexing of the database and the rules that apply to the contains operator.

Issue Why is there a difference between the Exhausted Count displayed in an Engagement Program Stream vs. a smart list using the "member of engagement program stream is exhausted" filter? Solution To account for the difference in a smart list that is displaying a different number of people that have exhausted the content in a stream, in the smart list account for the other conditions the Exhausted Count uses: Engagement Program Cadence of "normal" - this can be included as a constraint on the "Member of Engagement Program" smart list filter The members were not blocked - this can be included in the smart list by using the smart list filters: member of smart list is not blocklisted, unsubscribed = false, marketing suspended = false, email address is not empty and/or email invalid is false. Have not exceeded the communication limit at the last nurture cast - there is no specific smart list filter for this, so it will need to be manually checked in a lead's activity log. Root Cause The Exhausted Count represents the latest exhausted number after the last run/cast. It has other conditions like the nurture cadence of a member should be "Normal", and the member was not blocked or have not exceeded the communication limit at the last nurture cast. If the smart list is configured as follows, then it will display a different number as it does not account for the engagement program cadence of 'Normal' and if a member is not blocked and has not exceeded the communication limit at the last nurture cast. #1: Member of Engagement Program is any Exhausted Content is true Program is [Program Name] Stream is [Stream Name] Environment Engagement Program Exhausted Content Smart List

Summary Marketo-only records must be manually synced, become a member of a default-program, encounter a Salesforce flow step in order to sync with Salesforce. Issue Records are in the Marketo database but are not syncing over to Salesforce automatically like I thought they would. Solution The sync between Marketo and Salesforce is bi-directional. However, in order for a record to be synced, one of the following conditions must be met: The record becomes a member of a program which is synced to a Salesforce campaign. This occurs when the background sync is used to keep members of a Salesforce campaign in sync with a Marketo Program status. This can easily be verified by navigating to the program and looking at the summary view. More information on this feature can be found here: https://docs.marketo.com/display/public/DOCS/Sync+an+SFDC+Campaign+with+a+Program https://docs.marketo.com/display/public/DOCS/SFDC+Sync%3A+Campaign+Sync The record encounters an SFDC flow step. Any time a record encounters a Salesforce related flow step in a smart campaign, this will cause the record to sync with Salesforce. Some of these flow steps have other implied actions, which you can read about here: https://docs.marketo.com/display/public/DOCS/Implied+Salesforce+Actions The record is manually synced to Salesforce through a single-flow action. This is an intentional user action. It can only occur when you find the record in your database or in the people tab of a smart list and select the option from the 'Person Actions' menu. More on how to do this can be found in this document: https://docs.marketo.com/display/public/DOCS/Run+a+Single+Flow+Step+from+a+Smart+List Root Cause Records had not encountered SFDC flow steps, become members of a program synced with a Salesforce campaign and hat not been manually synced to Salesforce. Environment Marketo with the built-in integration with Salesforce

Marketo has the ability to see and pull data from Salesforce Formula fields, there is however a catch which will be explained in this article. Everytime the Marketo Sync connects to Salesforce, it will scan records and look at the "SytemModStamp" (salesforce system field) for each one of them. It will compare this value with the stored value, which was pulled at the last scheduled sync. If the values match, Marketo will move on to the next record. If the values are different (new value later date than previous value), then Marketo will do a compare and contrast of all fields on that record in both systems and update the information as needed. When a normal non-formula field is updated and changed on a Lead/Contact record in SFDC, the SytemModStamp value is updated. This is how on next sync Marketo knows to do a compare/contrast check and pull updates. Formula fields do not behave the same way. A formula field is calculated based on data in fields called upon in the formula; this means that the formula field calculation itself will not update the SytemModStamp in Salesforce. Chances are you already have existing records in SFDC and Marketo. If you were to create a formula field today in your instance of SFDC and have it sync down into Marketo, the data calculated for the formula field in SFDC will not come into Marketo right away. The reason for this is, the formula field has created data based on already existing data, this does not result in a SytemModStamp change. Typically formula fields will be a calculation of data from fields which are somehow related to the lead/contact record. This means that moving forward, any change in the normal field, will result in a SytemModStamp change as well as a recalculation of the formula field. In this case, Marketo will see the updated SytemModStamp due to the normal field change. Marketo will do the compare/contrast excercise and find that the formula field also needs updating. If you create a formula field in SFDC and would like to have all the historical data for the formula field to come into Marketo, you can force an update on the records in SFDC to update the SytemModStamp. This way, on next sync, Marketo will see the formula data and pull it in. Alternatively, you can simply allow for natural SytemModStamp updates in SFDC to occur which should result in a slow trickle of historical data from SFDC into Marketo for the newly created formula field. You can only use data from a formula field in Marketo to segment data and filter. If you try to do a change data value, Marketo will accept the change, tries to sync it to Salesforce and fails to update there. Eventually the Salesforce calculated value will come back into Marketo.

Issue Description: Salesforce refreshed your sandbox and it no longer syncs with Marketo Issue Resolution: As a safety precaution, once an instance of Salesforce is synced up with Marketo, we no longer allow the user to sync this particular instance of Marketo with any other instance of Salesforce. When Salesforce does a “refresh” of your sandbox, they are actually canceling your old sandbox account and creating a new account and pulling fresh data from your production. This means the refreshed sandbox is actually a different account and has a new OrgID. Marketo Support can assist by unlocking your Marketo sandbox to be synced up with a refreshed Salesforce sandbox. If you run into this scenario, please create a support ticket requesting that we enable the reset of the OrgID for your SFDC sandbox.

Included in this article Overview Sync Filters for Existing SFDC Integrations Sync Filters for New SFDC Integrations Overview It is often necessary to prevent specific leads from syncing between Marketo and SFDC. There are a few different ways this can be done, such as sharing rules on the SFDC side, but the most effective way is through a Marketo Custom Sync Filter. A Custom Sync Filter uses a custom field to mark each lead record to indicate whether that lead is allowed to sync between Marketo and SFDC. Here’s how to get it set up! Sync Filters for Existing SFDC Integrations If you already have an SFDC integration in place but want to stop some already-synced leads from continuing to sync, this section will show you how to make that change. 1. Create a new custom field in Salesforce. The Marketo bi-directional sync will automatically identify the new custom field and map it between Marketo and Salesforce. The best field type to use is a Checkbox field within Salesforce and the field will need to be created on the Salesforce Object that needs to be filtered (i.e. Lead, Contact, or both). Once the field has been created in Marketo by the bi-directional sync, it will be listed under Admin > Field Management. Note: A Custom Sync Filter field can also be created on the Account object to dictate whether an account is allowed to sync. This sync filter will be applied independently from the Lead/Contact sync filter. 2. Update the records in Salesforce with the corresponding value you need to indicate whether the record should sync or not. Sync filters can be set up in two ways—a True/Checked value can indicate that a record is allowed to sync, or a True/Checked value could indicate that a record is not allowed to sync. This choice is up to you. 3. The Custom Sync Filter can now be implemented. Contact Marketo Support and request a Custom Sync Filter be activated. Be sure you include the custom field name, which configuration you need (checked=sync vs checked=don’t sync), and all records have been populated with the correct values. Once it has been applied, you’re all done! Sync Filters for New SFDC Integrations If you are setting up a new SFDC integration with Marketo, you can set up the sync filter as part of the integration process. This will let you designate which leads and contacts are ever allowed to sync, but this must be done in the middle of the initial SFDC sync process. 1. Create a new custom field in SFDC. The best field type to use is a Checkbox field, and you’ll need to set it up with the same name on both the Lead and Contact objects. Note: A Custom Sync Filter field can also be created on the Account before the initial sync, and it will be applied in the same way. 2. Update the records in Salesforce with the corresponding value you need to indicate whether the record should sync or not. Sync filters can be set up in two ways—a True/Checked value can indicate that a record is allowed to sync, or a True/Checked value could indicate that a record is not allowed to sync. This choice is up to you. 3. Begin your Salesforce Sync Setup but do not finish it. There are two sets of Salesforce Sync installations, one for Enterprise/Unlimited Edition and the other for Professional Edition. For both Enterprise/Unlimited and Professional Edition versions, three documents correspond to the three different steps: “Step 1 of 3”, “Step 2 of 3,” and “Step 3 of 3”. For both versions, complete all steps of “Step 1 of 3” and “Step 2 of 3”. When you get to “Step 3 of 3”, you will only do the first half of the steps and then stop. Complete the sections “Retrieve Sync User Security Token” and “Set Sync User Credentials,” and then stop there. Do not proceed to start the sync. 4. This is when the sync filter needs to be implemented. Contact Marketo Support and request a Custom Sync Filter be activated. Be sure to include the custom field name, which configuration you need (checked=sync vs checked=don’t sync), and note that all records have been populated with the correct values. Once it has been applied and the Marketo Support case is resolved, you’re done and can start your initial SDFC sync!

Issue Issue Description When validating the HTML of a template, you receive an error of 'Error: Nested Editable Element: ...' with the id of the element following causing you to not be able to approve the template. Solution Issue Resolution This is due to having an element with a 'mkto...' class nested inside another element with a 'mkto...' class. Below is an example: <div class="mktEditable"> <div class="mktEditable"></div> </div> You will need to remove the 'mkto...' class reference from one of the elements to be able to pass validation and approve the draft as in the corrected example below: <div class="mktEditable"> <div class="newClassName"></div> </div>

Issue Issue Description Using a token in the Smart List of a Smart Campaign yields unexpected results, an error, or the campaign to not trigger. Solution Issue Resolution Tokens cannot be used in the Smart List section of Smart Campaigns. Tokens can be used in the Smart Campaign Flow, in the following steps: Interesting Moments Change Data Value Salesforce Campaign Steps (add, remove, change status) Create Task

Issue You have been sending live emails (non-samples) to yourself or colleagues to test functionality of an upcoming email blast, and even though you may be opening the email, you are not seeing the open email activity on the Lead Activity Log. Solution Note that there may be a slight delay between opening the email, and the activity displaying on the Log. Marketo considers an "open" to be when the images in the email are downloaded, specifically a single-pixel tracking image. The recipient may be receiving the emails and viewing them, but not downloading the images. This would not count as an "open." Please note that since text-only emails have no images, so they will never log an Open activity. If the images are being downloaded, and you are still not seeing the activity after about 5 minutes, check to make sure there are no duplicate leads that are logging the activity instead. If you need further assistance, please contact Marketo Support.

Issue Updating an Email Template is creating a draft for existing emails without the desired changes Solution When changes are made to an Email Template in the Design Studio that is already in use and those changes are approved, it will create a Draft for any existing Email that was created from that Template. If the draft is not reflecting changes you would like to see made, you may have included the changes within a mktEditable or Editable class <div> tag. The content within a mktEditable class element within an email template are ignored from any changes as they are considered to be "default content". Any content within these elements will not see any changes made to them based on changes to the template, and will only be seen when creating a new Email asset. You can update an editable section to remove it's editable status, however this will remove any changes to the content done in any email. You can see which elements can be classified as Editable here: https://docs.marketo.com/display/public/DOCS/Email+Template+Syntax

Issue The subject line for an email sent out to leads did not match what was set for an approved email. Solution The email may have Dynamic Subject Lines enabled. Dynamic Subject Lines allow you to set dynamic content for the subject line based on the Segmentation of your leads. Visit our Documentation for further information about segments and dynamic content. Segments: Create a segmentation Dynamic Content: Using Dynamic Content in an email The issue can be resolved by converting the subject line to a Static Subject Line. A Static Subject Line is a single line of content that will send out to any recipient of your email, regardless of their segmentation. You can do so by doing the following: Click on the Subject Line to bring up the Subject Line edit buttons. Click the Make Static button

Issue Is there a way to prevent opening a new browser window when a mailto/email address link in an email is clicked? Solution The reason why the link clicked in an email redirects to a new browser window occurs is because the link is a tracked link. As per design of Marketo tracked links, they are required to be loaded in a browser first which is why the mailtolink/email address clicked is loading in the browser first. If you wish to load the link clicked in the same window and not redirect to a new browser window, you will need to disable tracking on the link. https://docs.marketo.com/display/public/DOCS/Disable+Tracking+for+an+Email+Link

Issue A landing page is taking a significant time to load. Solution The load time of a landing page is generally due to resources that have a large file size or due to third-party scripts. This can be identified by using tools like https://tools.pingdom.com/ that breaks down the loading time of individual resources and scripts within a landing page. Another way to inspect the loading time of resources and scripts within a landing page is using the network feature of the developer tools in Google Chrome, Firefox, Safari or any other web browser: https://developers.google.com/web/tools/chrome-devtools/network-performance/reference https://developer.mozilla.org/en-US/docs/Tools/Network_Monitor https://developer.apple.com/safari/tools/

Issue Sometimes you may get this error when trying to sync a Marketo Program to an SFDC Campaign - "Not allowed: Salesforce campaign contains incompatible statuses", even though the statuses match in the Marketo program and SFDC campaign. Solution Check for the statuses in the Marketo program channel and SFDC campaign - you will see the same statuses. This error occurs if there is any case-sensitive error in the statuses. For example, if your Marketo program has the following statuses: Attended, Registered, Unable to Attend and the SFDC campaign has Attended, Registered, Unable to attend. Then you will encounter the above error. You have to change the status in Marketo as "Unable to attend" or change the status in SFDC Campaign as "Unable to Attend" in order to fix this.

Issue Email Link Performance report on the same email shows more clicks compared to clicks in the Email Performance Report. Solution Email Performance Report clicks shows the total number of leads who has clicked any link in that email. This count is independent of any links and how many times a lead has clicked any link on that email. Email Link Performance shows the number of unique people who clicked each link. It shows the number of leads who clicked that particular link. The same lead could’ve clicked another link. So in the total it would be counted as 2 leads in the report but in reality both are same leads. This is the reason why you see Email Link Performance report shows more clicks compared to clicks in the Email Performance Report

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Delay in SFDC Sync Causes Email to be Sent With Unpopulated Tokens

How Workspaces & Partitions work with reports in Analytics area

Discrepancy between Revenue Explorer (RCE) Email Analysis and Email Performance Report

Sign Up for Service Degradation/Disruption Notifications

Links in emails not opening correctly when it contains a token and special character #

Leads Discrepancy When Filtering Email Address Contains ‘@‘ In Smart Lists

Engagement program exhausted count discrepancy

Records not syncing to Salesforce

How Does Marketo See and Pull Data from Salesforce Formula Fields?

Salesforce Refreshed My Sandbox and the Sync with Marketo Is Now Broken

Restrict records syncing to Marketo from Salesforce using Custom Sync Filter

Receiving 'Error: Nested Editable Element: ...' when editing a template

Using Tokens in Smart Lists and Smart Campaigns

Marketo Does Not See an Opened Email Activity

Email Template Updates Not Reflected in Existing Emails

Subject Line for Sent Emails Different than What Was Approved

Mailto Link Clicked in Email Opening New Browser Window

Landing Page Loading Time Too Long

Member Status Incompatibility When They Appear to Match in Marketo Program and SFDC Campaign

Email Performance Report and Email Link Performance Report Showing Different Click Counts