Reason of why Marketo suggest hard-code instead tag system

[nsoria1]

Hey team,

I would like to know the reasons why Marketo docs suggest to use hard-coded solution to track traffic instead a tag manager system such as Google Tag Manager.

Since we have a large amount of forms we want to track and there are multiple Marketing teams, is difficult to kept control over each of them (and the future ones) and we though using GTM.

Is there any extra reason besides the data loss? Would you be able to suggest some resources to implement GTM?

Thanks.

[Darshil_Shah1]

I’m assuming with tracking you meant Munchkin JS, but either way, loading a script via GTM (or any tag management platform) adds an overhead as the tracking script is loaded only after the GTM is done loading. In the case a visitor navigates away before the tracking script loads, there would be a potential data loss as the script would not be able to log a hit in the activity log. I believe that’s the primary reason for Marketo advising users to hard code tracking script instead of loading it via a tag management platform. Having said that, a lot of users do load it via tag management platform, and they don’t see any major issues with it, as in most cases the script loads before the visitor navigates away, and Marketo is able to log a hit for their web activity. Additionally, check out this developer documentation page that walks through adding Munchkin to GTM. Hope this is helpful. Let us know if you have questions.

[SanfordWhiteman]

There is another reason. On Marketo LPs, you must use the automatically injected Munchkin loader, as it contains information about the page that GTM will not have. Therefore you must make sure GTM excludes that tag on Marketo LPs – it can be easier to simply not use GTM at all so you don't have to keep track of these different scenarios.

All that said, the worries we had a few years ago about dropped hits are somewhat tempered now by the use of Beacons.

[nsoria1]

Thank you @SanfordWhiteman for the response. Would you have some documentation for the reason you're referring to?

Also, for multiple Marketo LPs and Forms, would you suggest modifying them one by one or centralize it with GTM?

[Darshil_Shah1]

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Also, for multiple Marketo LPs and Forms, would you suggest modifying them one by one or centralize it with GTM?

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You don't need Munchkin JS for tracking form fills, it is used for tracking web activities (visits/clicks). Also, by default Marketo LPs have Munchkin JS included in them.

[SanfordWhiteman · Accepted solution]

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You don't need Munchkin JS for tracking form fills, it is used for tracking web activities (visits/clicks).

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True of course, but to limit potential confusion: in order for Munchkin Visits Web Page and Munchkin Clicks Link on Web Page activities to be associated with known user, the person needs to either fill out a form or click a tracked link in an email.

So Filled Out Form is intimately linked to Munchkin. It doesn’t depend on Munchkin. More the other way around: Munchkin functionality depends on forms.

[Darshil_Shah1]

Yes, of course! Munchkin depends on form fills/clicks on tracked links in emails for associating anonymous activities to a known person record. Thank you, Sandy!

[nsoria1]

Thank you for the explanation and the documentation. It is really useful @Darshil_Shah1. I will review it and let you know any comments.