Differences between Marketo Measure (fka Bizible) Spend Reporting Methods

[Kate_Colbert]

Let’s talk about reporting cost to Marketo Measure (fka Bizible)! There are 4 ways to do this so it’s important to understand which method will be best for each type of cost you’d like Marketo Measure to "know" about. 

To start, let’s outline our 4 options: 

1. Cost pulled automatically from API-connected ad platforms
   1. Example: Sponsored Content on LinkedIn or XXXX ads on Facebook
2. Cost uploaded via CSV
   1. Example: Advertising on Twitter or G2 Crowd
3. Cost pulled from SFDC or MSD Campaigns
   1. Example: Cost of a Webinar or Direct Mail 
4. Cost pulled from Marketo Engage Programs
   1. Example: Cost of a Webinar

To prevent forgetting about any cost or double-counting it (pulling from the API connection AND uploading the same cost in the CSV, for example), it’s a good idea to create documentation to keep track. Perhaps a spreadsheet with columns for the Channel, Subchannel and method that you will use to report the cost to Marketo Measure. Another reason to have a clearly defined strategy is because once Marketo Measure associates a cost method to a given campaign, Marketo Measure will only listen to updates from that method going forward — it is not easy to switch back and forth.

That said, let’s discuss the requirements for using each cost method to help you decide.

1. Cost pulled automatically from API-connected ad platforms

   1. This only works for the platforms that Marketo Measure DOES have an integration with, as of today that is currently: Google Ads, Bing, Facebook and LinkedIn
      • So, to take advantage of this, be sure your Marketo Measure Admin has connected any appropriate ad platforms and also enabled Marketo Measure's auto-tagging functionality
        
        

2. Cost uploaded via CSV

   1. This is the only option for cost when the touchpoint is not created by a synced CRM Campaign or Marketo Engage Program. In other words, if you need to tell Marketo Measure about cost and it is related to Touchpoints that are either A.) created by the JavaScript but NOT related to one of the integrated ad platforms or B.) created from Activity Object rule logic (sales touches usually)
   2. To use this method, navigate to the Marketing Spend section of the Marketo Measure account in order to upload cost at either the Channel, Subchannel or Campaign Level. 
      
      

3. Cost pulled from SFDC or DCRM Campaigns

   1. To use this method, ensure that you are syncing the appropriate CRM Campaigns to Marketo Measure and also that the “Enable Cost Sync” functionality is enabled on the Campaigns section of the Marketo Measure Account. From there, make sure that the appropriate fields on the Campaign Object are populated in CRM otherwise Marketo Measure won’t pull the cost: 
      1.      SFDC: Actual Cost, Start Date, End Date
      2.      DCRM: Total Actual Cost, Actual Start, Actual End
   2. This option works only when the Touchpoint is the result of a synced CRM Campaign. Said differently, this method will not work for Touchpoints created by JavaScript. Why? Let’s imagine that you have a Paid Social - Twitter Campaign, the JavaScript would be tracking this and creating the Touchpoints. So even if you have a CRM Campaign for those people, you’re not syncing that CRM Campaign to Marketo Measure — because the JS is already creating Touchpoints — so there is not a way for Marketo Measure to pull any cost from that CRM Campaign as it's not "connected", you would need to use the CSV upload option. 
      
      

4. Cost pulled from Marketo Programs

   1. This option will work for Programs that you are syncing to Marketo Measure for Touchpoints as long as you are recording period cost in the given programs. 
   2. To use, you'll need to enable the "Sync Marketo Program Cost" setting on the General page under the Marketo section of the Marketo Measure account. 

In summary, it is highly likely that you’ll be using at least two methodologies (probably API integrations and the CSV), or even all three! We just want to make sure that you have all the knowledge to make the best choice for your org and eliminate any confusion!

Last Updated 4/5/2024