Knowledgebase

Common questions around how Marketo can be used to track Google AdWords information:   Q: Do I have to install a special Marketo App from the Salesforce.com AppExchange to get this functionality? A: No, there's no special Marketo App to install.   Q: Will this require custom coding? A: For the first scenario, Linking a Google Adwords Ad to a Marketo Landing Page with a Form, there is no coding required at all. The second scenario, Linking a Google Adwords Ad to Any Page on Your Website, requires a little bit of coding. To help with that, the links to the appropriate KnowledgeBase articles are included in this document.   Q: I can not code, but I still want to capture my Google Adwords PPC information using Marketo. What should I do? A: If you do not have coding experience, it's best to go with the first scenario since it does not require any coding. If you are interested in the second scenario, then we recommend leveraging any internal resources you may have who can code. You can send the relevant KnowledgeBase articles to the person who do the coding for reference.   Q: What kind of reports can I build using the standard Marketo Analytics? A: Here are a few examples of reports (see the Overview for a list of other metrics you can get) Which Google Adwords campaigns generated the most revenue? Which keyword and/or search term generated the most revenue? How many opportunities were generated by each Google Adwords campaign? Number of new leads by 'CampaignID' and associated opportunities   Q: If the same lead does another Google search and then clicks through a second (or third) Google Ad, will the original PPC information be overwritten? A: By default it will be overwritten. However, if your strategy is to track the original source PPC, then you can configure the PPC custom fields to be blocked from updates. This way, once the PPC information is populated in the custom fields, subsequent Google Ad click throughs and form submissions will not overwrite the existing values. Of course if your PPC strategy is to capture the most recent PPC information, then you can leave the custom PPC fields unblocked (default) and subsequent Google Ad click throughs and form submissions (by the same lead) will overwrite the existing information.   Q: If I already have Salesforce.com custom fields to capture all the PPC information on the lead & contact objects, do I still have to create custom fields in Marketo? A: If the custom fields are already there in Salesforce.com, then you do not need to create additional fields in Marketo. As long as the sync user has visibility to those custom fields, the fields should be synced over and be mapped accordingly.   Q: How does this work in Marketo? A: At a high level, you will need to do the following: Create custom fields in Salesforce.com Build a form with hidden fields which gets values from URL parameters Build a Marketo landing page with the form on it For all your 'destination links', include the URL parameters and associated value/token When the leads click through the Google Adwords Ad to your landing page, fills out the form, the PPC information will be submitted to the hidden fields (i.e. keyword, campaign, etc.)   Q: How much does it cost to configure Marketo to capture Google Adwords information? A: There is no cost if you follow the documented instructions. The simple scenario, Linking a Google Adwords Ad to a Marketo Landing Page with a Form, is recommended as you will get the metrics you need to understand effectiveness of your Google Adwords campaigns and keywords with the standard Marketo Analytics/Reports. However, if you are interested in engaging Marketo to assist you with the configuration, Contact your Customer Success Manager and they will have someone frome our Professional Services team set up a requirements scoping call to put together a cost estimate.   Learn more:     Google Adwords and Marketo Overview Linking a Google Adwords Ad to a Marketo Landing Page with a Form Linking a Google Adwords Ad to Any Page on Your Website  

This article explains how to enable tracking if your Google AdWords ad is configured to link to a Marketo landing page with a Marketo form. When the lead fills out the form on the landing page, the Google Adwords CampaignID and keyword values will be passed to Marketo through hidden fields. High-level Requirements Create custom Marketo fields to capture the PPC information Add those fields as hidden fields to the Marketo form(s); configure the hidden fields to get their value from the URL Parameters Add parameters to your destination links in Google AdWords ads using static values or ValueTrack parameters; you can use the Marketo or Google URL builder to simplify this Decide on an 'original' or 'most recent' PPC source strategy If your PPC strategy is to capture original PPC source, then the custom PPC fields need to be configured to block field updates. If your PPC strategy is to capture the most recent PPC source, then you can use the default configuration (i.e. fields not blocked from updates). Enter PPC program period (monthly) cost information Benefits This solution does not require custom coding This solution does not require any additional cost Analytics - Standard Number of new leads acquired by Google Adwords Program Cost per new lead acquired by Google Adwords Program Number of leads acquired by keyword/search phrase Top 10 keywords/search phrases which acquired new leads Top 10 AdWords CampaignID which acquired new leads Number of Opportunities by keyword/search phrase Number of Opportunities by CampaignID Analytics - Revenue Cycle Analytics (RCA) Conversion ratio of your Google Adwords Return to investment for your Google Adwords Top 10 keywords by month report which shows Average days to convert to opportunity Number of leads converted to opportunity Top 10 CampaignID’s by month report which shows Average days to convert to opportunity Number of leads converted to opportunity Program Channel report >> Google Adwords (custom channel) metrics by quarter New names, cost per new name Opportunity units, Pipeline generated, revenue, revenue to investment Instructions Create the custom fields in Salesforce.com on both the lead and contact object, making sure they map from lead to contact. The custom fields will sync over to Marketo mapped 2 Salesforce.com fields to 1 Marketo field. For instructions to create Salesforce.com custom fields, please reference Salesforce.com knowledgebase or work with your Salesforce.com Administrator. If you do not want these custom fields in Salesforce.com, you can create the fields in Marketo. Custom fields you create in Marketo will be Marketo only fields as they will not sync over to Saleforce.com. The custom fields to be created Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per-click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes CampaignID (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. This can be used to capture the Adword CampaignID Example: utm_campaign=spring_sale Create a Marketo program (i.e. Google Adwords Program) and use a program channel (i.e. custom 'Google Adwords' channel) with 'converted' as the success progression status. Make sure you assign the associated period costs for this program on the setup tab. You will need to do this on a monthly basis; this is required if you want to get a 'cost per' analysis. Create a Marketo form with all the above fields on the forms as 'hidden fields' configured to get values from a URL parameter. Include other fields as normal and call this 'PPC Form' Map the URL parameter to the associated hidden field (i.e. utm_source maps to 'Campaign Source') Create a Marketo landing page which you will use to link the Google Adwords ad Include the PPC Form on this landing page. Use the Marketo URL Builder to add the key values and parameter tokens to the URL. In the example below, the first URL is the URL to the landing page, and the second URL includes the URL parameters and associated values/tokens. URL: http://info.mycompany.com/lp/example/PPCExample-Start-Your-Free-Trial-Now.html Tagged URL: http://info.mycompany.com/lp/example/PPCExample-Start-Your-Free-Trial-Now.html?utm_source=AdWords&utm_medium=PPC&utm_term={keyword}&utm_content={creative} When configuring your Google Ad, use the tagged URL as the destination link which takes the lead who clicks on the Google Ad to the landing page. The keyword and CampaignID will be passed automatically when the lead clicks through the Google Adwords ad. The Source (Adwords) & medium (PPC) will be passed as the values in the tagged URL Learn more: Google Adwords and Marketo Overview Linking a Google Adwords Ad to Any Page on Your Website Google Adwords and Marketo FAQs

Marketo users can configure Marketo to manage, nurture, and measure leads that are created from Google AdWords. We offer 2 options, depending on what type of web page is linked to your Google AdWords ad. Option 1: Link Google Adwords Ad to a Marketo Landing Page with a Form   This solution does not require custom coding This solution does not require any additional cost Option 2: Link a Google Adwords Ad to Any Page on your Website This solution does require custom coding so that you can capture the PPC (pay per click) information when the lead comes back 'later' to fill out a form on your page Depending on whether you have resources internally to do the custom coding, this solution may or may not require additional cost Reporting Available (for both Option 1 and 2) Number of new leads acquired by Google Adwords Program Cost per new lead acquired by Google Adwords Program Number of leads acquired by keyword/search phrase Top 10 keywords/search phrases which acquired new leads Top 10 AdWords CampaignID which acquired new leads Number of Opportunities by keyword/search phrase Number of Opportunities by CampaignID Additional Reporting Available if you have Revenue Cycle Analytics/Explorer Conversion ratio of your Google Adwords Return to investment for your Google Adwords Top 10 keywords by month report which shows Average days to convert to opportunity Number of leads converted to opportunity Top 10 CampaignID’s by month report which shows Average days to convert to opportunity Number of leads converted to opportunity Program Channel report >> Google Adwords (custom channel) metrics by quarter New names, cost per new name Opportunity units, Pipeline generated, revenue, revenue to investment     Learn more:   Linking a Google Adwords Ad to a Marketo Landing Page with a Form Linking a Google Adwords Ad to Any Page on Your Website Google Adwords and Marketo FAQs  

Setting an email to "operational" does the following No unsubscribe link automatically added Email will be sent to leads set to Unsubscribed Email will be sent to leads set to Marketing Suspended   Note - when sending an operational message, Unsubscribed and Marketing Suspended leads will still be included in the "blocked from email" count on the schedule tab of the campaign.   When is it OK to use the operational setting?   Sending marketing email to unsubscribed addresses is illegal. For this reason, you should be extremely careful to only use this setting in extremely limited circumstances. Using this setting incorrectly violates Marketo's Terms of Service, and most antispam laws. There may be legal consequences for using this setting incorrectly. Good uses of the operational setting fall into two categories: Transactional messages Relationship messages   What's a transactional message? A transactional message is part of a transaction that a lead has initiated and you are responding to. Here's some examples of transactional messages: Receipts for purchases Registration confirmations Download links in response to form fill-outs Requested assets (whitepapers, spec sheets, etc.)   What's a relationship message? A relationship message describes something that affects your business relationship with the lead. Here's some examples of relationship messages: Downtime notifications Changes to terms of service Recall notices End of service notifications   Operational messages should not contain any marketing content at all. In other words, do not use the operational setting to send a message that contains a receipt and a promotion, only a receipt.

We manage our network to provide our customers with the highest server availability and best deliverability possible.  Marketo Engage has a strong anti-spam policy and a team that handles blocklist notifications in our IP space and spam complaints.  We also cooperate with most major anti-spam providers and ISPs.  In addition, we maintain feedback loops (FBL) for many of the most popular email providers.  For more information on FBLs and ISPs with whom we have this arrangement, click here. Blocklistings are usually caused by sending mail to a spam trap email address.  For an explanation on what causes blocklisting, click here. When we receive notification of a blocklisting, we react in two ways.  First, we go through the procedures to remove the listing from that blocklist as soon as possible.  Second, we determine (if possible) which of our customers caused the blocklisting and work with them to improve their mailing lists to prevent a reoccurrence in the future.  This is usually a cooperative process, most frequently, a review of mailing policies and strategic pruning of a customer’s lead database will return them to best practices.   Blocklists: Frequently Asked Questions   Is this article helpful ? YesNo  

Here are some details about how Marketo emails are sent and tracked. Before sending your email Marketo makes a couple of additions to your email before sending it: Replace all the email tokens (ex. "{{First Name}}") with their database or default values Wrap all links with Marketo tracking information Add an invisible image to track opens   With those changes complete, Marketo will attempt to deliver your email to the recipient. Email sends and deliver events Once the email is sent from Marketo's servers, a Send Email event is added to the lead's activity log. If the mail was successfully delivered, Marketo logs an Email Delivered event. Email bounces Sometimes an email can't be delivered. Marketo will place these email bounces into two categories: Soft bounce Sometimes an email isn't deliverable immediately, but might be okay later - for example, if a recipient's mailbox is full. This is a soft bounce and is logged as an Email Bounced Soft event. Marketo attempts to deliver the message up to 3 times, trying each Mail Exchange (MX) server. With each attempt, the timeout value is increased. Hard bounce Sometimes an email cannot be delivered no matter what, for example. the email address is incorrect.  This is a hard bounce and is logged as an Email Bounced event.  Marketo sets the lead's Email Invalid field to true so that the lead will not be emailed again.  The Email Invalid Cause is populated with a reason returned by the mail server. Email blocked Emails may be blocked for a number of reasons, including, spam complaints, blacklisting, or because some aspect of the email content has triggered a spam filter.  When an email is blocked it is logged as an Email Hard Bounced event. Marketo sets the lead's Email Suspended flag for 24 hours during which they cannot receive email. When an email is marked as spam Sometimes leads will mark your emails as spam or junk mail.  When that happens, Marketo is notified of this event by the lead's email provider, and Marketo will automatically unsubscribe the lead from the emails by setting the Unsubscribed flag to true. Email opens When a recipient views an email, their email client retrieves the invisible image from Marketo's servers.  This triggers an Open Email event, no matter how long or short the view was.  An Open Email event also occurs when a lead clicks the "View as web page" link in an email. Only one email open event is tracked regardless of the number of times a lead views the email.  This happens because email clients make the open event unreliable.  For example, a lead could open the email multiple times just by browsing through their inbox via the preview pane reading the entire message content without clicking/opening the actual email, or the lead's email browser may block images which prevents Marketo from tracking the open events. Due to Marketo's distributed architecture, email open events may be delayed a couple of minutes between when the event occurs and when they appear in the lead's activity log. Email link clicks The links in an email are wrapped by Marketo with special tracking code.  When a recipient clicks on one of those links, the Marketo servers are informed about the click, and a Click Email event is logged to the recipient's activity log. A person who clicks one of these links also gets cookied by Marketo; this makes them a known lead and causes subsequent web activity (on Munchkin-enabled pages) to appear in their activity log. "View as Web Page" events When the "View as web page" option is used for email, the views and clicks on those pages work just like views and clicks on the actual email in the lead's inbox.  For example, any click on a link on the email web page registers in the lead's activity log just like the lead clicked it in an email client.    

Please ensure that you have access to an experienced JavaScript developer. Marketo Technical Support is not set up to assist with troubleshooting JavaScript. Here's our recommendation for how you can collect keyword, search engine, and PPC info in Marketo.  It takes a bit of work, and you'll definitely need to know your Javascript. 1. Create custom fields You'll need to create some new fields to store the additional data. If you want these fields to be visible in Salesforce, create them on both Lead and Contact records. All of these should be of type String: Search String -- to store the query that drove the lead to your web page Search Engine -- the search engine or URL which provided the lead your web page Pay Per Click Keyword -- if the link was a PPC (ex. AdWords), the PPC keyword for that link 2. Add the fields to your forms Go to the Design Studio and edit any forms where you want to capture this information.  Add the fields you created as hidden fields set to a default value (as opposed to set from a cookie or URL parameter). You'll probably want to leave the default value as blank -- that is, the lead did not come from a PPC -- but feel free to put in another value if appropriate (Making a Field Hidden on a Form) This solution will not update the Lead Source for leads who come to your site via PPC.  If you want the lead source updated for PPC leads, you'll need to do that via a Smart Campaign or by adding it as a hidden field to your forms. 3. Put Javascript on your landing pages You MUST edit the Javascript below or it will not work!The code below sets cookies with the search engine, search term, and PPC info as long as it came from a domain outside your website. The script then populates the form fields using the cookie values. The reason for using cookies is because your leads may not fill out your form when they first hit your landing page; they may click your AdWords ad, browse around, and then go to your form.  Cookies retain those values for when they're needed -- when the leads complete your form.Using cookies also lets you capture this info on non-Marketo pages too.  See step 4 if you're interested in that.If you want this on a single landing page, add it as a Custom HTML block.  If you want this on several or all your landing pages, add it to your Landing Page Template.You'll need to change the following variables/strings, highlighted in the Javascript below: Variable Description excludedReferrers All domains where you don't want to check referrers as in "company.com" -- typically these are your own website domains. If you need to exclude multiple domains, separate them with commas. cookieDomain The base domain of your landing pages without any subdomians (like "www." or "pages.").  This will be used to store cookie values.  If your landing pages are on "pages.yourcompany.com" then this should be "yourcompany.com". payPerClickParameter The URL Parameter with the keyword depending on how you set up your your pay per click URLs. Typically "keyword" or "kw". searchStringField searchEngineField payPerClickKeywordField IDs of the hidden form fields where the cookie values should be inserted. Find them by following the instructions in this article: Setting or Getting a Form Field Value via Javascript on a Landing Page <script src="/js/public/jquery-latest.min.js" type="text/javascript"></script> <script src="/js/public/jquery.cookie.js" type="text/javascript"></script> <script src="/js/public/jQueryString-2.0.2-Min.js" type="text/javascript"></script><script type="text/javascript"> var $jQ = jQuery.noConflict();$jQ(document).ready(function(){   //    //--- CHANGE THESE!!! ---    //    // Change this to match domains of referrers you want to ignore.     // You'll want to ignore referrers from your own domains.     // Use only the base domain name without subdomains (ex. "company.com")     // Separate multiple domains with commas (leave the brackets).   var excludedReferrers = [ "yourcompany.com", "yourcompany2.com" ];    // Change this to match the base domain of your company's landing pages.     // Cookies will be created with this domain.     // Ex. If your landing page domain is "pages.yourcompany.com" then use     //     "yourcompany.com"   var cookieDomain = "yourcompany.com";    // The URL parameter that has your pay-per-click info.     // Typically "kw" or "keyword" (depends on how you set up your PPC URLs)   var payPerClickParameter = "keyword";    // IDs for the fields to be updated.   var searchStringField = "#Search_String__c";   var searchEngineField = "#Search_Engine__c";   var payPerClickKeywordField = "#Pay_Per_Click_Keyword__c";   //    //-- you probably shouldn't change anything after this --    //  var refer = document.referrer;   var searchString;   var searchEngine;      // if there's no referrer, do nothing   if ( (refer == undefined) || (refer == "") ) { ; }   else {      // get the domain of the referring website -- http://[[this-thing.com]]/     var referrerDomain =       refer.substr(refer.indexOf("\/\/") + 2,         refer.indexOf("\/",8) - refer.indexOf("\/\/") - 2).toLowerCase();    var excludedDomainFound = false;     var i = 0;      // search the excluded domain list to see if the referrer domain is on it     while ( (i < excludedReferrers.length) && !excludedDomainFound) {       var thisExcludedDomain = excludedReferrers[i].toLowerCase();        // weird semantics here -- indexOf returns "-1" if the search string isnt found.         // thus excludedDomainFound is true only when indexOf matches an excluded domain (!= -1)       excludedDomainFound = (referrerDomain.indexOf(thisExcludedDomain) != -1);       i++;     }     // only if the referrer isn't in our excluded domain list...     if( !excludedDomainFound ) {         // extract the URL parameters from common search engines         // To add your own, each engine needs:         //  name: how the search engine will appear on your Marketo leads         //  url: REGEX for matching the engine's referrer.  ex.  /\.google\./i         //  query: URL parameter that contains the search query - usually "p" or "q"      var searchEngines = [        { name: "Yahoo", url: /\.yahoo\.co/i, query: "p" },        { name: "Google", url: /\.google\./i, query: "q" },        { name: "Microsoft Live", url: /\.live\.com/i, query: "q" },        { name: "MSN Search", url: /search\.msn\./i, query: "q" },        { name: "AOL", url: /\.aol\./i, query: "query" },        { name: "Bing", url: /\.bing\.com/i, query: "q" },        { name: "Ask", url: /\.ask\.com/i, query: "q" }       ];        // find the referring search engine (if any)       i = 0;       while (i < searchEngines.length) {         if (refer.match(searchEngines[i].url)) {           searchEngine = searchEngines[i].name;           searchString = $jQ.getQueryString({ ID: searchEngines[i].query,             URL: refer, DefaultValue: "" });           break;         }         i++;       }          // If no search engine is found, this person probably used a less          // popular one.  Use the referring doman, then guess the query parameter       if (i == searchEngines.length) {         searchEngine = referrerDomain;         var queries = ["q","p","query"];          var i = 0;          while ((i < queries.length) && (searchString == undefined)) {            searchString = $jQ.getQueryString({ ID: queries[i], URL: refer });            i++;          }           // no search strings found -- use this text instead.          if (searchString == undefined) {            searchString = "None";          }       }         // Use the provided URL parameter to get the PPC keyword.       var payPerClickWord = $jQ.getQueryString({ID: payPerClickParameter,         URL: refer, DefaultValue: "" });         // Put the info into cookies.  These values will be extracted          // and put into a Marketo form later.  Expires in 2 years.       $jQ.cookie('mktoPPCKeyword', payPerClickWord,          {expires: 730, path: '\/', domain: cookieDomain});       $jQ.cookie('mktoSearchEngine', searchEngine,          {expires: 730, path: '\/', domain: cookieDomain});       $jQ.cookie('mktoSearchString', searchString,          {expires: 730, path: '\/', domain: cookieDomain});     }   }     // Get the values from the cookies and put them into the hidden fields   $jQ(searchStringField).attr("value",$jQ.cookie('mktoSearchString'));   $jQ(searchEngineField).attr("value",$jQ.cookie('mktoSearchEngine'));   $jQ(payPerClickKeywordField).attr("value",$jQ.cookie('mktoPPCKeyword'));});</script> 4. Add cookie code on your website (Optional) To close the loop on capturing the keyword, search engine, and PPC, you need to add Javascript to your website similar to that above.  This code will store that informaiton in cookies, then those cookies will be read when the user submits the form (with the javascript above on your landing pages).This Javascript uses the jQuery, jQuery Cookies plugin, and jQueryString plugin scripts.  Deploy them on your site and note the URL where they're hosted.You'll also need to edit all of your web pages, similar to when you installed Munchkin tracking.  You can put the Javascript in the same spot of the webpage.In the code below, change the Javascript src URLs to match where you installed jQuery and the plugins excludedReferrers variable as you did in the Javascript above cookieDomain variable to be "yourcompany.com" as you did above payPerClickParamater variable as you did above <script src="/js/jquery-latest.min.js" type="text/javascript"></script> <script src="/js/jquery.cookie.js" type="text/javascript"></script> <script src="/js/jQueryString-2.0.2-Min.js" type="text/javascript"></script> <script type="text/javascript"> var $jQ = jQuery.noConflict(); $jQ(document).ready(function(){    // CHANGE THESE Change this to match domains of referrers you want to ignore. You'll want to ignore referrers from your own domains. Use only the base domain name without subdomains (ex. "company.com") Separate multiple domains with commas (leave the brackets).   var excludedReferrers = [ "yourcompany.com", "yourcompany2.com" ];     // Change this to match the base domain of your company's landing pages.     // Cookies will be created with this domain.     // Ex. If your landing page domain is "pages.yourcompany.com" then use     //     "yourcompany.com"   var cookieDomain = "yourcompany.com";     // The URL parameter that has your pay-per-click info.     // Typically "kw" or "keyword" (depends on how you set up your PPC URLs)   var payPerClickParameter = "keyword";    // You probably shouldn't change anything after this    //   var refer = document.referrer;   var searchString;   var searchEngine;       // if there's no referrer, do nothing   if ( (refer == undefined) || (refer == "") ) {       ;   } else {        // get the domain of the referring website -- http://[[this-thing.com]]/     var referrerDomain =         refer.substr(refer.indexOf("\/\/") + 2,           refer.indexOf("\/",8) - refer.indexOf("\/\/") - 2).toLowerCase();     var excludedDomainFound = false;     var i = 0;       // search the excluded domain list to see if the referrer domain is on it     while ( (i < excludedReferrers.length) && !excludedDomainFound) {       var thisExcludedDomain = excludedReferrers[i].toLowerCase();          // weird semantics here -- indexOf returns "-1" if the search string isnt found.          // thus excludedDomainFound is true only when indexOf matches an excluded domain (!= -1)       excludedDomainFound = (referrerDomain.indexOf(thisExcludedDomain) != -1);       i++;     }      // only if the referrer isn't in our excluded domain list...     if( !excludedDomainFound ) {        // extract the URL parameters from common search engines        // To add your own, each engine needs a:        //  name: how the search engine will appear on your Marketo leads        //  url: REGEX for matching the engine's referrer.  ex.  /\.google\./i        //  query: URL parameter that contains the search query - usually "p" or "q"       var searchEngines = [        { name: "Yahoo", url: /\.yahoo\.co/i, query: "p" },        { name: "Google", url: /\.google\./i, query: "q" },        { name: "Microsoft Live", url: /\.live\.com/i, query: "q" },        { name: "MSN Search", url: /search\.msn\./i, query: "q" },        { name: "AOL", url: /\.aol\./i, query: "query" },        { name: "Bing", url: /\.bing\.com/i, query: "q" },        { name: "Ask", url: /\.ask\.com/i, query: "q" }       ];         // find the referring search engine (if any)       i = 0;       while (i < searchEngines.length) {         if (refer.match(searchEngines[i].url)) {           searchEngine = searchEngines[i].name;           searchString = $jQ.getQueryString({ ID: searchEngines[i].query,             URL: refer, DefaultValue: "" });           break;         }         i++;       }         // If no search engine is found, this person probably used a less         // popular one.  Use the referring doman, then guess the query parameter       if (i == searchEngines.length) {          searchEngine = referrerDomain;          var queries = ["q","p","query"];          var i = 0;          while ((i < queries.length) && (searchString == undefined)) {            searchString = $jQ.getQueryString({ ID: queries[i], URL: refer });            i++;          }           // no search strings found -- use this text instead.          if (searchString == undefined) {            searchString = "None";          }       }         // Use the provided URL parameter to get the PPC keyword.       var payPerClickWord =         $jQ.getQueryString({ID: payPerClickParameter,            URL: refer, DefaultValue: "" });          // Put the info into cookies.  These values will be extracted          // and put into a Marketo form later. Expires in 2 years.       $jQ.cookie('mktoPPCKeyword', payPerClickWord,          {expires: 730, path: '\/', domain: cookieDomain});       $jQ.cookie('mktoSearchEngine', searchEngine,          {expires: 730, path: '\/', domain: cookieDomain});       $jQ.cookie('mktoSearchString', searchString,          {expires: 730, path: '\/', domain: cookieDomain});     }   } }); </script>

Issue Several types of fields in Marketo have requirements for the type of data that can be stored, as well as the limit to how much data can be contained in that field type. The Custom Field Type Glossary can tell you what fields are available, and this article will show you details on the type and maximum limits for those fields.    Field Types & Limits Boolean Can only be set to “true” or “false” (stored in the database as 1 or 0).   Currency Maximum value of 9223370000000000000.  Will be displayed with the currency set in your instance under Admin -> Location.   Date Must be formatted “MM/DD/YYYY”.   Datetime Must be formatted “MM/DD/YYYY HH:MM:SS”.   Email Must be a properly formatted email (user@example.com).   Float Can include decimals up to the hundredths place.  The value will round to the nearest hundredth (eg. 99.999 rounds to 100, 99.985 rounds to 99.99).  Maximum value of 10000000000.   Formula See this guide: Create and Use a Concatenated String (Formula) Field    Integer Values are limited to between -2147483647 to 2147483647.   Percent Must be a full number without decimals.  Maximum value of 9223370000000000000.   Phone Can have letters, numbers, or characters.  Maximum of 2,000 characters.   Score Maximum score of 2147483647.  If the score is increased higher than that, the score will reset to -2147483647.   String Can contain letters, numbers and special characters.  Limit of 255 total characters   Text Area  Can contain letters, numbers and special characters.   Limit of 65,535 total characters   URL "http://"  will automatically be appended to the value if the value doesn't have that prefix or "https://" already.  Does not have to be formatted any further (Generic top-level domain not required).  

This originally appeared on the Brand Driven Digital blog, 9/19/2013. Written by Marketo's Digital Marketing Evangelist, DJ Waldow. Used with permission. Unemotionally Subscribed – People on your list who have not opened or clicked an email message from you in an extended (several months) period of time. They have not unsubscribed. They have not marked your message as spam. They either ignore it or take the time to actually delete it every time it lands in their inbox. Now, it depends on who you ask, but the percentage of your list that is considered “unemotionally subscribed” can be as high as 30%. Yup. Nearly one out of every three folks on your email list are not interacting with your emails … not at all. As I mentioned in this What Counts guest post, once you figure out who fits this “inactive” criteria, you have a few options: Immediately unsubscribe or delete them. I call this the “DO NOT PASS GO, DO NOT COLLECT $200″ approach. Move to a new list and mail to less frequently. I call this the “I think I need to see you a bit less often” approach. Send a last ditch “We missed you” type email. If they don’t respond, then do #1. I call this the “I’m going to give you one more chance” approach. Set up a re-engagement email series. I call this the “I really don’t want to break up, but if you are not responding at all, well, it’s over” approach. No one method is necessarily better than the other. I’ve seen all 4 executed before. As I often say, the best practice here is the one that’s best for your subscribers (and your business).   I recently came across a great – creative, human, funny – example of #3, the last ditch “we missed you” email. Thanks to Suzanne Oehler who forwarded me this email. Check out this email from NTEN: The Nonprofit Technology Network The subject line – We miss you! - was certainly one that would stand out in many inboxes. The intro paragraph was short and to the point, but nothing crazy.   But then it got fun … and creative.   The first call to action read: “If you’d like to continue receiving NTEN emails, click here by Friday, August 2nd. Yay! This makes us very happy.” Again, they get right to the point. They even add a bit of “human” (Yay! This makes us very happy.) But it gets better. The “click here” link leads to hilarious Happy Dog video. IF you are a dog owner, you’ll love this.   The second call to action read: “If you’d rather not receive NTEN emails, we’re sad to see you go. Simply delete this email and in a short time your account with NTEN will be removed from our systems.” Nothing crazy. Direct. Clear. Simple. However, the “sad” link again goes to a video – this one goes to a Sad Cat Diary video. Warning: some language in this video is NSFW. Then again, if you’ve ever owned a cat, you’ll appreciate the humor.   The third, and final, call to action read: “Of course, if you change your mind, you can always sign up again” with the “sign up” link taking clickers to their email subscription landing page, of course.   Now, fun and creative is one thing. If campaigns like these do not meet their intended goals (getting folks re-engaged), then, well, they are just “fun and creative.”   So … Did It WORK?   I contacted the team at NTEN to see how effective this campaign was. Below is what they shared with me.   They sent this email to a list of 24,000 subscribers who had not opened in email from them in the past year.   For this particular campaign, they reported the following metrics:   Open rate – 38.89% vs. 26.73% “average” over the previous few emails Click-to-Open Rate* – 47.37% vs. 12.3% “average” over the previous few emails *in other words, of the 38.89% who opened the email, nearly 50% clicked at least one link   Of those who clicked a link, the Top 4 most-clicked links were:   41.14%: Click Here (Happy Dog … to stay subscribed) 4.91%: Unsubscribe 2.21%: Sign up 2.14%: Sad (Sad Cat … to opt-out) By all accounts, I’d say this “We Miss You” campaign was a HUGE success? What do you think? Have you tried a “reenagement campaign in the past? If so, how effective was it for you? Drop a note in the comments below!   P.S. The email marketing team at NTEN shared their “lessons learned” from this campaign in this blog post. I love their transparency. Is this article helpful ? YesNo