Webinars can be a tricky tracking setup with Marketo Measure (fka Bizible) because usually there will be Touchpoints from what Marketo Measure would consider “online” channels and also from “offline" channels.
To break that down further…
For webinars, there typically will be a JavaScript Touchpoint from the prospect filling out a form to register for the webinar. It’s thought of as “online” because it’s tracked by the Marketo Measure JavaScript. The channel would be whatever drove the person to your site to then complete the registration form whether it’s Paid Search, Email, Organic Social, etc.
Where the “offline” tracking comes in is the actual webinar attendance. Now this can confuse people because webinars are online of course, but webinar attendance typically is not trackable by the Marketo Meausure JS so it must then be treated as an “offline” channel (tracked by syncing a CRM Campaign or Marketo Program/Activity).
Why can’t the Marketo Measure JS track webinar attendance you might be asking? Remember that the Marketo Measure JS only tracks: 1.) form fills, 2.) page view sessions ONLY if it’s the last thing before a milestone stage change or an anonymous first touch, and 3.) if it’s a web chat where the person inputs their email into the chat and it’s a chat platform that Marketo Measure has an integration with (Drift, LiveChat, LivePerson, Olark, and SnapEngage). So, the Marketo Measure JS just cannot track someone pressing play and attending that webinar – whether it’s live or on-demand.
So, attendance data should be pushed to a CRM Campaign that can then be synced to Marketo Measure. Or, thanks to the new-ish Bizible/Marketo integration, you could pull the data from a Marketo Program or Marketo Activities instead.
Things to keep in mind:
- If your webinar registration form is not on your website or on a page where you can place the Marketo Measure JavaScript, then you would not be able to track the registration with the JavaScript. In this situation, the recommendation is to just only track the webinar attendance with a CRM Campaign or Marketo Program.
- When it comes to reporting on the webinar, Ad Campaign Name will be a powerful field. Make sure to appropriately use UTMs and ad platform naming conventions when promoting the webinar, and try to match this to the CRM Campaign Name or Marketo Program name for the attendance so you can pull all the Touchpoints together.
- Similarly, leverage Landing Page and Form URL fields where appropriate too. For example, include the name of the webinar in the Form URL if possible to have more reporting options.
Let me know if you have questions or if I can clarify any points!
Last Updated 4/5/2024
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