in our department, I'm responsible for visualizing our marketing data. At the moment we are using Tableau as a Dashboard solution and so far it's working well.
For some weeks now, I'm trying to create Tableau dashboards for our Marketo email performance. Therefore, I'm using the Marketo Tableau Connector to access the data (the connector is based on the Marketo REST API).
After creating the dashboard, I started to compare it with our Marketo internal Email Reports and discovered some differences. Of course, I started to look for mistakes in my calculations, but after some time I realized that the API provides different data.
In the picture, you can see the Email Report from Marketo and the API Data in Tableau. In most cases, the data is about the same order of magnitude, but never identical. Especially "Opens" seem to differ more than the other KPIs. (same email, date range and filters)
Current calculations of my Tableau KPIs on email level shown in the picture:
Total Send: COUNT(distinct) LeadID IF ActivityTypeID=6
Total Delivered: Total Send - Total Hard Bounces - Total Soft Bounces (used in picture)
Total Delivered v2: COUNT(distinct) LeadID IF ActivityTypeID=7 (also doesn't provide same figures as in the email report)
Total Opens: COUNT(distinct) LeadID IF ActivityTypeID=10
I already know from other discussions in Marketo Nation that Marketo tracks/calculates opens different in the internal Email Report than in the API. Does anyone have a solution for this and for the other KPIs like "Sent" and "Delivered"?
Thank you very much in advance and have a nice day!
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