A good tag system can be super helpful for filtering your reports. Tags can also be used for filtering the Marketo Marketing Calendar. It is best practice to create all tags before starting to create any programs. Tags created after programs are created will not appear in the existing programs. If you add tags later they will need to be manually added to all existing programs. I recommend making all Tags required since users usually don’t remember to add optional tags to their programs. If you make them all required, remember a “-None-” or “-Not Applicable-” option. Finally, watch when cloning programs since you may need to update the tags.
Deciding on which tags and values you need depends on what you want to report on. Consider how you want to filter your programs in RCE using Program Channel, Program Name and Tags when you develop your Tag system. Marketo currently does not permit you to select multiple values of a tag when adding a tag to a program. To reduce confusion and accidentally using the incorrect tag it is best practice to create only the tags necessary.
Consider These Tags for all Program Types
- Geography (region or country)
- Program owner/creator
- Product or business unit
Here is a summary of the different reports Tags can be used in.
| Analytic Reports | Tag Filter Available in Report |
| Company Web Activity | No |
| Email Link Performance | No |
| Email Performance | No |
| Engagement Stream Performance | No |
| Landing Page Performance | No |
| Lead Performance | No |
| Leads By Revenue Stage | No |
| Leads By Status | No |
| Opportunity Influence Analyzer | No |
| Program Analyzer | Yes |
| Program Performance | Yes |
| Sales Insight Email Performance | No |
| Social Influence | No |
| Success Path Analyzer | No |
| Web Page Activity | No |
| RCE Reports | Tag Filter Available in Report |
| Email Analysis | Yes |
| Lead Analysis | No |
| Model Performance Analysis (Companies) | No |
| Model Performance Analysis (Leads) | No |
Opportunity Analysis | No |
| Program Cost Analysis | Yes |
| Program Membership Analysis | Yes |
Program Opportunity Analysis | Yes |
| Program Revenue Stage Analysis | Yes |
A friendly reminder that if you add a tag to a program it won't appear in RCE until the next day.
Link to Checklist for Attribution Reporting.
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