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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 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

Issue Links placed into emails by a token are not being tracked and do not show successful click activity in the lead/person record. Solution When Marketo sends emails, you can think of building the email in 2 steps: Marketo searches the email code for "http" or "https" and wraps the tracking code around the URL Marketo inserts the values of {{tokens}} into the email. If the {{token}} value is http://www.domain.com, that would be expected to not track because of the above 2 steps. After the {{token}} value is inserted, Marketo does not go back to wrap tracking code around http/https. The {{token}} doesn't look like a URL when the system applies the tracking code because the tokens don't pull the values in until the next step after. The solution to tracking tokens is to place http:// or https:// on the outside of the token, like such: http://{{token}} That way, when Marketo builds the email, in step #1, the system recognizes the http and knows it's a URL. Then the tracking is wrapped around the http and the {{token}} as well. Then in step #2, the {{token}} value is inserted into an already-wrapped link. Keep in mind is that if the {{token}} value contains http, but http is on the outside of the {{token}}, the link will break. Let's say the URL you want to insert is http://www.domain.com. You have to move the http:// out in front of the {{token}}, but you don't want to also have it inside the {{token}} as well or your link ends up being http://http://www.domain.com. To get around this, you'll need to remember to take the http:// out of the {{token}} value. {{http://www.domain.com}} would instead be http://{{www.domain.com}}

Issue You want to re-map a synced SFDC field to a different field in Marketo. Solution Yes, it is possible to re-map Salesforce - Marketo fields after initial sync. For this you need to Contact Marketo support with a request for your current field mapping and your desired field mapping. You will need to provide the Marketo Field(s) and the Salesforce API Name(s), then format your request similar to the example below. Important Note Before initiating the re-mapping, please export the records and their field values from Marketo and import the values into their Salesforce or create a smart campaign to write the data from one field into the other. This is important so that there is no data loss after the remapping work has been performed. Marketo will not automatically push these values to SFDC, after the mapping is complete. Example Request Current Mapping: Field Label: [Marketo Field Name 1] CRM Field Map: fieldName__c (SFDC Lead) Field Label: [Marketo Field Name 2] CRM Field Map: fieldName__c (SFDC Contact) Desired Mapping: Field Label: [Marketo Field Name 1] CRM Field Map: fieldName__c (SFDC Lead) fieldName__c (SFDC Contact) Field Label: [Marketo Field Name 2] CRM Field Map: Limitations - Fields need to be of the same type (String/String, Date/Date, etc) - The losing field must be completely removed from use from any Campaign, Form, etc. - The fields must exist on the same object in Marketo (for example a field on Company cannot be merged into a field on Person or vice versa) - Fields can only have one of each object type (eg: A Marketo Field could be mapped to a SFDC_1 (Lead) field and a SFDC_1(Contact) field, but can not be mapped to both SFDC_1 (Lead) and SFDC_2 (Lead). - Fields can be mapped to a maximum of 2 SFDC fields - SFDC fields can only be mapped to one field in Marketo Please note that there may be additional limitations in certain circumstances. The Marketo Support agent that handles your request will provide any further details should such a situation arise.

Issue Calls made to the REST API return response code 611 "System Error". Solution Submit a Customer Support ticket with the following information The full body of the REST API call including the endpoint being called The full body of the REST API response The date and time that the call was made Customer Support will work to diagnose the root cause of the error and the reason a more identifiable error code is not being returned instead.

Issue You create a new field on the Lead and Contact objects in SFDC and two fields are created in Marketo, one mapped to Lead and the other mapped to Contact. Solution You will see this behavior if the an SFDC field is created on two objects across more than one sync cycle, one before a sync cycle starts and the other one during or after the sync cycle completes. To ensure both the lead and contact show up mapped to the same custom field Marketo, do the following Disable the global sync in Marketo. (Admin > Salesforce) Create the field on your desired objects in SFDC. Make sure they both have the same API name. Re-enable the global sync in Marketo, allowing the field in both objects to sync down to Marketo at the same time. If you find yourself with multiple fields in Marketo after the sync, contact Marketo Support to have the fields merged or remapped as necessary.

1. Navigate to https://status.adobe.com 2. Click Manage Subscriptions 3. Sign in using your Adobe credentials or click Create an Account to log in 4. Click Create Subscriptions 5. Under Experience Cloud, click on Adobe Marketo Engage to expand: 6. Select Product Offerings or Services and click Continue Prior to selecting a regional location(s), you will want to identify what data center and pod/server your instance is located in. You can access this information from the Adobe Marketo Engage Admin tab. After clicking on this tab from the menu at the top of the page, select My Account on the left rail: Scroll down to the Support Information section to see the data center and pod in which your instance is located: The example above indicates that this instance is in our Ashburn data center on pod 38. This user would select the regional location Marketo Ashburn, and then pod AB38, as shown below. The abbreviations for all of our data centers are as follows: ab = Ashburn sj = San Jose sn = Sydney lon = London nld = Amsterdam NOTE: This method can also be used to identify what Real Time Personalization (RTP) pod/server your instance is in. 7. Select regional location(s) and event type(s): Major Service Issues indicate service unavailability or severe performance degradation for multiple users on production systems. Minor Service Issues indicate partial service unavailability or moderate performance degradation for multiple users on production systems. 8. Select the environment(s) you would like to subscribe to and click Continue 9. Review your subscription preferences and click Confirm preferences

Issue Issue Description Even though the Success Path Analyzer and the RCE report may be looking at the same thing (e.g the conversions from one stage to another), the numbers in Success Path Analyzer and RCE Conversion Ratio will not match. Solution Issue Resolution Success Path Analyzer is telling you that records are flowing from one stage to another, for example a record moving from Cold List to MQL, the conversion rate will display the rate from this stage to the next stage. If you look at the RCE Conversion Ratio, this is not tracking just the conversion from the first stage on the Success Path Analyzer to the second but instead this tracks all the conversions from this stage to another (eg. Cold List to MQL, Cold List to Attempting). Thus resulting in a much higher conversion percentage as the RCE is not bound to the green path from the Success Path Analyzer. Who This Solution Applies To Customers using RCE, Customers using Success Path Analyzer

Issue Description Can you remove a CRM from Marketo? Issue Resolution You cannot remove a CRM integration from an instance. Once the CRM of your choice is clicked (Dynamics or Salesforce) the instance is set to use that CRM for the remainder of its life. Once the login and mappings have been setup for a instance, the CRM instance or org cannot be changed as well. If for a reason you do need to change the CRM or the linked instance, you would want to reach out to your Customer Success Manager to get information on provisioning a new Marketo instance.

Issue If an email has been sent and then the name of either the asset or the sending campaign has then been changed afterwards, the reporting information will not reflect the updated name of the email asset. Solution This behavior is expected as the activity that was written with the original name was on the lead level and not the level of the asset. If one email is selected within an email link performance report this will break out the activity into two different rows as the activities still retain the original name and are listed separately from the new name.

Issue Issue Description Importing CSV lists containing international phone numbers can lead to the format of those phone numbers being messed up. This happens when a spreadsheet program, such as Excel, converts the numbers to scientific notation. Solution Issue Resolution You will need to convert the column with your phone numbers to the correct format, then make sure your file is saved in Unicode format. First, convert your phone number column to use the correct format: Highlight the phone number column in Excel. Right click and choose Format Cells. In the Format Cells dialog box, choose Special from the Category list, then select Phone Number. You will also need to save your file as Unicode (UTF-8) format. For Excel versions 1999 to 2010: Click File, then select Save As. Name your file. Click Tools, then select Web Options. Go to the Encoding tab, then under "Save this document as:", select Unicode (UTF-8). Click OK, then click Save. Excel for Macs: Click File and select Save As. In the File Format dropdown menu, select CSV UTF-8 (Comma delimited) (.csv). Click Save. Google Drive Spreadsheets: Click File, select Download As, then select Comma-separated values (.csv, current sheet). The file will be UTF-8 encoded.

Issue You want to use Slack with webhooks to be able to customize the integration a bit more than using it as a Launchpoint service. Solution We will assume you have already created your App within the Slack API page we will cover everything after that here. 1) Make sure you are logged in so you can access your App through the Slack API page. 2) Select your App: 3) From here you will want to select the "Incoming Webhooks" from underneath "Features": 4) Use the on/off toggle to the right of the title "Activate Incoming Webhooks" 5) Select the "Add New Webhook to Workspace" button to create a new URL that we will use for our webhook within Marketo: 6) Select where you want to post, either at a specific user or channel: 7) Now we are directed back to the page we were one, hit the copy button next to the Webhook URL to copy the URL as we will need it for a later step. 😎 Login to your Marketo instance and navigate to the Admin section. 9) Select Webhooks 10) Select Create Webhook. For the following fields assign the appropriate values: Webhook Name* = What ever you want to name Description = A description of what the webhook is used for URL* = Here is where we paste the URL we copied before Request Type* = POST Template = This is the information you want to send to your slack channel/user It should in the following format: payload={"text": "DEVELOPER SITE ALERT: {{lead.First Name:default=edit me}} {{lead.Company:default=edit me}}, {{lead.Email Address:default=no email address}}" } Request Encoding Token = None (You can change this if you want) Response Type = None 11) Click create and now we are ready to call our webhook and send necessary data to our users in Slack!

Issue When using Email Insights or other email tracking in Marketo, the device metrics do not always show the proper device that was used to open the email. Marketo tracks opens of emails through a single pixel on the email that when images are loaded it tracks it as an opened email. However your stats don't always show the proper information or client. Solution Due to the way the pixel is tracked it pulls Email Client version data much in the same way as a web browser obtains what browser visited. The "User Agent" as it is called is a widely adopted standard that email clients use to ID themselves. These strings/ID's are determined by the developer of the Email client. Some email clients have the same string for different operating systems (Gmail for Example). Due to the user agent string, some situations may not always give accurate stats on the device or provider. Inaccurate data is less common with most major email apps and programs. The accuracy of data on some mobile platforms can be harder to differentiate due to the limited user agent data provided by the Email Application program.

Issue This describes the difference in how filter logic applies to triggers and filters in a Smart Campaign Smart List. Solution Issue Resolution You can view the video on this here. Filter logic in a Smart List only applies to filters (the green criteria) and not triggers (the orange criteria.) If you have multiple triggers in a Smart Campaign, they will always operate on ANY/OR logic, which is to say, only one of the triggers needs to fire in order for the Smart Campaign to run. The filter logic you select, whether it is AND, ANY, or Advanced, will be used to further filter the leads after the trigger has fired.

Issue If your IT department or a client asks for your Marketo dedicated sending IP address in order to whitelist your marketing emails, here is how you can find it. Solution Your Marketo instance's dedicated IP address can be found by sending yourself a live version of one of your Marketo emails, then checking the message headers for the IP address that it was sent from. It should also be included in the original documentation that Marketo's deliverability team would have provided you when the dedicated IP was set up. If you are unable to locate the IP address in the emails, or are unable to find your original documentation, please reach out to Marketo Support and we can look it up for you. Who This Solution Applies To Customers with a dedicated sending IP

Issue You receive a DMARC report from an ISP saying that your email failed to pass the SPF alignment check, but when you check your SPF listing in Admin > Email > SPF/DKIM, SPF is verified. Solution The SPF record in Admin > Email > SPF/DKIM is tied to your FROM domain. DMARC alignment (using SPF) aligns the domain in the FROM address with the domain in the “return-path” address. This “return-path” address, usually using a '*.mktomail.com' domain, is generally unseen by recipients and directs email bounces and errors back to Marketo for processing. Failed DMARC alignment, between these two domains, is what is triggering the failure your DMARC reporting. DMARC compliance requires EITHER DKIM or SPF compliance, not both in most cases. This article reviews the two methods available for DMARC alignment - https://nation.marketo.com/docs/DOC-1202-technical-tip-set-up-dmarc-verified-domains-in-a-few-easy-steps Having DKIM DMARC alignment may be enough and you may not need to rely on full SPF DMARC alignment. In order to set up SPF DMARC alignment, Branded Return-Path will allow you to align the “return-path” domain with your sending FROM address domain. If you have a dedicated IP on the current pricing plan or are on the Trusted IP range, Marketo can brand your return path at no additional charge. If you have a legacy Silver Dedicated IP package, or are on the Shared IP range, you can purchase the Branded Return Path as an add-on. More technical info can be found here: What is DMARC? - https://nation.marketo.com/docs/DOC-1097 https://nation.marketo.com/docs/DOC-5910-branded-envelopefrom-on-shared-or-trusted-ips https://nation.marketo.com/docs/DOC-5951-branded-envelopefrom-on-dedicated-ips

Issue You have multiple domains for your landing page CNAMES and want to choose which one is used for a landing page. Solution First, you will need to make sure your secondary domains are set up with a CNAME and a domain alias. You don't choose a domain when creating the page. All pages are created under the default/original landing page domain, but they're all available from all domain aliases as well. Swapping out the default domain with the domain alias in the URL will take you to the same page. You find more detail on this here - Multiple Domains (CNAMEs) in a Single Marketo Instance

Issue After running a Smart Campaign to delete some records, you don't see any deletion activities in the Results tab. It appears the campaign did not run. Solution If you ran a Smart Campaign to delete records and the only flow action is to 'Delete Person', you will not see any activities in the campaign results as these activities would be associated to the deleted records. This would lead to the impression that the campaign did not run, even when it did. In order to check the status of the campaign or if the records were deleted, you can check the 'Run History' of the campaign to see if it has one of the following statuses: "Completed (number of people qualified)" "Running campaign - executing flow" If the campaign is still running, you can also check the Campaign Queue to see if the campaign is still in the queue.

Issue You have sent out an email, and the Link Performance and Email Performance reports are showing clicks on the unsubscribe link in the Clicked Link numbers. Solution Typically Marketo automatically omits clicks on unsubscribes, but that only happens in certain situations. If the email has a link to the unsubscribe page hard-coded in the email (or template) HTML, Marketo will see it as a simple link, like any other link, and will include it in reporting as a Click Link activity. Marketo will only automatically omit clicks on unsubscribe links when either the {{system.unsubscribeLink}} token or the default email footer is used in an email. These links will will show up as Unsubscribes instead of link clicks.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

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

Tokenized Links in Email Not Being Tracked

Re-mapping SFDC – Marketo Fields

REST API Returning 611 Errors

Moving Design Studio Assets to a New Instance

Creating a New Field in SFDC Creates Two Fields in Marketo

How to Subscribe to Status Page Notifications

Success Path Analyzer Conv % vs RCE Conversion Ratio (all types)

Removing CRM from the Marketo instance

Renaming Assets Changes Reporting

Imported lists with international phone numbers breaking phone numbers

Creating Slack Notifications using Webhooks

Inaccuracy of Device Open Types on Emails

How Filter Logic Applies to Triggers and Filters in a Smart Campaign

Where Can I Find My Dedicated IP Address?

DMARC Report Says an Email Fails SPF but the SPF Record Shows as Verified.

Using Multiple Landing Page Domains for Your Landing Pages

Smart Campaign to Delete Records Does Not Appear to Run

Unsubscribe clicks showing in Email Click Link Reporting

Not seeing Lead ID as a Smart List Filter