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When a person visits a web page with your Munchkin tracking code on it, that web activity is tracked for that anonymous lead. When a lead takes action to become known, a lead record is created in your Marketo lead database and the anonymous web activity that lead had prior to becoming known is included in that new lead record. Any smart campaigns that would have triggered off of that web activity will then fire in the order of when the web activity occurred.
How Leads Become Known
There are three main ways that an anonymous web activity record can be converted into a known lead in your Marketo lead database.
1. Fills out form. If the anonymous lead fills out a Marketo form, that will create a new known lead record. The anonymous web activity that lead had before becoming known will be associated to that new known lead record.
2. Clicks a link in an email. Hyperlinks in emails are automatically decorated with a tracking code that is used to associate an anonymous record back to a known lead record. If you have a lead in your database that hasn’t had any web activity yet (like a lead that was added from a list import), when the lead clicks the hyperlink in the email, that tracking code in the hyperlink will associate their Munchkin cookie to your known lead record and all of that anonymous web activity will be logged into that known lead record.
Anonymous Web Activity Logging
Triggered Smart Campaigns
1. Change Score
4. Add to List