Unique User ID on Google Analytics: Can We Synchronize with Marketo ID or Munchkins?

[Cecile_Maindron]

Hello,

we have implemented User ID on Google Analytics and are looking at collecting info from Marketo to enrich our data (dimension widening).

Is it possible to easily capture info from Marketo into GA? Should we do look up on Marketo ID or Marketo munchkins?

Cécile @ Talend

[Anonymous]

I just recently completed a project where I integrated Marketo and Google Analytics. I published an article and accompanying cheat sheet, both are available from Google Analytics-Marketo End-to-End Integration​ - I provide the info on how to merge the two using the GA Client ID and Marketo id. 

[Anonymous]

Stephane Hamel​ - Can you share some of the info from that document here on the site? Analytics is a hot issue these days.

MODERATOR's COMMENTS: The Cheat Sheet is gated -- so you will have to provide your email address and other information and sign up for a newsletter.

[Anonymous]

Update!

I value sharing knowledge and getting feedback, so for those who would rather not fill out the short form to get the cheat sheet, here it is!

It's *free*, as in no cost, no strings attached, not even an email!

But please, if you find it useful, if it helps you, if you see any errors or things that could be improved - please let me know!

https://gallery.mailchimp.com/2936eff1d920112158827c144/files/MarketoGACheatSheet_SHamel_150824.pdf

Enjoy!

Stéphane

_________________________________________________

Stéphane Hamel, MBA - "data is the raw material of my craft"

Digital Analytics Thought Leader – immeria.net, digitalanalyticsmaturity.org & gaAddons.com

LinkedIn: linkedin.com/in/shamel

G+: google.com/+StephaneHamel-immeria

Twitter: @SHamel67

Upcoming speaking appearances.

Your digital analytics are going nowhere? I've been studying digital analytics maturity concepts for years. Use the Digital Analytics Maturity Self-Assessment Tool (DAMSAT) to uncover your digital analytics practice strengths and weaknesses.

[Arvin_Poole]

Stephane,

Thanks for sharing this. I know this post is old so not sure if there is an update to your cheat sheet. I am getting ready to try this out in our test GA and Marketo environment. I would like to provide feedback and any further insight if you can point me to the right place to provide my feedback.

Thanks,

Arvin Poole

Digital Acquisition Manager

Life Line Screening

[Anonymous]

Sorry about the back n forth.

Can I (or you can) just add this to the site.

? Please feel free (or I can) to ask for feedback, suggestions, etc.

If you do:

- Click on the pencil at the top of the page

- Pick Upload File (let me know if you don't see this)

- Upload, add a few comments and make sure to put it in the

Marketing Central area.

[Anonymous]

Sure Scott,

the cheat sheet provides details for the following points:

• High-level Use Cases
• Track Marketo Form Submission in Google Analytics
  • add GA tracking code on onSuccess() of the form
• End-to-End Lead Tracking
  • create a hidden filed in your Marketo form
  • create a GA custom dimension
  • add the GA client id (part of the GA cookie) to the newly created hidden form field
  • create a webhook so whenever a lead is received, you call back GA using the measurement protocol and use the given client id
• Marketo leads via REST API: use a similar concept for leads generated using the REST API
• Extend the concept to Marketo Lead workflows: once you have the GA client id, you can send other important lead status changes to GA

Btw, the reason the cheat sheet is gated is simply because I offered Marketo to publish it directly on this site and they didn't. I then asked if I could use a Marketo form but never got it - as I can't afford Marketo on my own, I ended up relying on another alternative... that wasn't my first option.

A lot of work went into developing & testing this solution, and it's important for me to get feedback about it to see if it can be further improved - thus the email. If someone wants it without going through the form request, they can simply email shamel@immeria.net and I will send it directly.

[Anonymous]

Hi Cécile, I moved your question to a different location so you'd get a quicker reply.

[Cecile_Maindron]

thanks! I'm kind of desperate to get an answer

[SanfordWhiteman]

Cécile, the Munchkin ID isn't really the same as Google's idea of a User ID because the same human (lead) can be represented by multiple Munchkin IDs.

The Marketo equivalent is going to be {{Lead.Marketo Unique Code}} (random alphanumeric/Base36) or {{Lead.Marketo Unique Name}} (looks more like the user's full name, plus numbers to avoid duplicates).

[Anonymous]

So this is super helpful, but I have a follow up question for this.  How can I use this unique code or name to figure out the Marketo lead id or lead activity id behind it? Or can I get the lead id (even when anonymous)? My Goal is to use the Marketo Lead ID for GA User-id so I can join this data together.

[SanfordWhiteman]

If you want to use the Lead ID, use {{Lead.Id}} directly.  There's no reason to do any kind of lookup.

[Cecile_Maindron]

thanks Sanford for your comment. Do you know how I can push Marketo data via the Lead Unique Code into GA to do widening dimensions?

[SanfordWhiteman · Accepted solution]

You'd add the value to the GA session as in User ID - Web Tracking (analytics.js)​.

As far as getting the Marketo data into your page in the first place, if it's a Landing Page, use tokens.  If it's not a Marketo LP, you'd have to use some more trickery to extract the data via API or pseudo-API.