How does Marketo unanonymize leads synced from Salesforce?

[Tyron_Pretorius]

I have a lead who Marketo was able to bring in anonymous activity for prior to their becoming a person via salesforce sync. How was Marketo able to do this when this person did not have an email to associate with the SFDC lead coming in?

I understand that Marketo cookies leads and when they fill out a Marketo form and become a person Marketo can match their cookied, pre-form fill behavior with this new email and person that has been created. In this case, however, I cannot see what Marketo is using to make the association.

Any thoughts?

[SanfordWhiteman · Accepted solution]

What are the later events? That's where you'd see the form, the clicked link, etc. which would retroactively merge the previously anonymous activities.

[Tyron_Pretorius]

Ah, that makes sense I had not considered events like form fills and email clicks after the new person event being able to retroactively make the association. I can see there was a merge event for this person which I believe was instigated by them clicking an email and then visiting a webpage upon which point Marketo was able to match the cookie with the previous anonymous behavior.

Thanks @SanfordWhiteman and @Josh_Hill13 

[SanfordWhiteman]

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 I can see there was a merge event for this person which I believe was instigated by them clicking an email and then visiting a webpage upon which point Marketo was able to match the cookie with the previous anonymous behavior.

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Exactly right!

(And P.S. that's why people who extract the Activity Log only for "today" are doing it wrong.)

[Josh_Hill13]

Right.

Marketo does not show you Anonymous data or the cookie IDs.

[Tyron_Pretorius]

@SanfordWhiteman any thoughts?