RTP Segment Matches vs. Google Analytics

[Anonymous]

I need help in trying to understand the Marketo data in Google Analytics

We have created RTP segments, and one of our segments show in the segments dashboard that there are 127,341 matches for May 2015, and our GA shows 109,897 total events.

What does the GA number mean? Does the GA number mean the number of visitors fitting the description of the Marketo RTP segment, or does it mean the number of visitors who were served an RTP campaign?

What we are trying to determine is the number of users or visitors (sessions) that fit the Marketo RTP segment's definition.

Thanks for your help

[Anonymous · Accepted solution]

Hi Isabel

Whenever a visitor matches one of your segments it is recorded in RTP and a data event is sent over to GA - this happens once per session.

When you check the Top Events report (Reporting > Behavior > Events) you see the total # of RTP events recorded in GA.

The two numbers won't always fit for a few reasons, most of them are related to configurations and different tracking methods - see this article:

7 Reasons for seeing gaps between RTP and Google analytics

You can filter your Top Events report to show all the events under category "RTP-Campaigns" to see a breakdown of all your active campaigns and how many impressions/conversions each one had.