Getting Strategic with Marketo Measure's Ad Campaign Name Field

Marketo Employee
Marketo Employee

I always say that the ‘Ad Campaign Name’ field should be your go-to when it comes to reporting with Marketo Measure (fka Bizible), but this can be a difficult reporting mindset to adopt so let’s break it down with a thorough definition followed by an example. 


The Ad Campaign Name field is dynamic in that it can be populated in different ways depending on where the Touchpoint is coming from — how it’s being created, in other words. Below summarizes the 5 different ways:

  1. If it is a JavaScript Touchpoint and coming from an API-integrated ad platform (Google Ads, Bing, Facebook, or LinkedIn), it will be populated with the Ad Campaign Name value from the ad platform 
  2. If it is a JavaScript Touchpoint but not tracked by an API-integrated ad platform, MM will pull the UTM_Campaign value if available
  3. If it’s a CRM Campaign Touchpoint (typically something more “offline” in nature), MM pulls the CRM Campaign Name.
  4. If it's a touchpoint created with the Marketo Engage Program, MM pulls the Program Name
  5. If it's a touchpoint created with the Marketo Engage Activities integration, it depends on the type of Activity. It will either be the Program Name or you have to define a MM Campaign Name because not all Marketo Engage Activity Types contain a Program Name.

What created the Touchpoint?

Ad Campaign Name Value

JavaScript by way of Google Ads, Bing, Facebook or LinkedIn

Ad Campaign Name as populated in the ad platform


UTM_Campaign Value if populated

Synced CRM Campaign

Name of the CRM Campaign

CRM Activity Object

Campaign value defined by you on Activities page

Marketo Program

Marketo Program Name

Marketo Activity

Either the Marketo Program Name or a MM Campaign Value defined by you.

Now that we have Ad Campaign Name defined, let’s illustrate how you can be strategic with this field. In our example, let’s say you are having a Cyber Security Webinar that you are promoting across multiple — maybe even all — channels. It would be nice to see all of the Touchpoints related to that webinar, right? Well, if you’re consistent with naming conventions, you can easily use Marketo Measure's Ad Campaign Name field to get that reporting. 


To do this, we need a consistent term or code to use where appropriate for all the ways the Ad Campaign Name field can be populated. This will depend on your UTM strategy, but for this example let’s just say that value is “CyberWBN2024.” 


Let’s say you’re leveraging one of the ad platforms MM has an API integration with (Google Ads, Bing, Facebook, and LinkedIn) and you want to run some paid advertising a month or so before the webinar. Great! When you are setting up your ads — in let’s say, Google Ads — be sure to set the Ad Campaign Name value to “CyberWBN2024”


Then, let’s say you’re posting organically on platforms like Twitter or Facebook. This is also great! But be sure to set the UTM_Campaign value to “CyberWBN2024”


Now when people actually attend the Webinar, you’ll probably want to track attendance.  If you are recording attendance in a CRM Campaign, be sure that the CRM Campaign Name contains “CyberWBN2024”. (Or, if you wanted to do a more formal name such as “Cyber Security Webinar Oct 2024” — that is fine, but note that you will then need to use ‘OR’ logic when pulling the Ad Campaign Name field into the report).


Now, when you run a CRM report, you can add filter logic saying Ad Campaign Name = CyberWBN2024 to see ALL Touchpoints related to this Cyber Security Webinar regardless of what the channel was, or how the Touchpoint was created (JavaScript vs CRM Campaign, for example). 


Pro Tip: You can take this a step further by being strategic/consistent with your web page values. Specifically, Landing Page and Form Page URLs. That way, you could add logic to the filtering such as “Ad Campaign Name equals X OR Landing Page contains X OR Form URL contains X.”



Disclaimer: As you probably gathered, this example only speaks to Touchpoints created from either the JavaScript or CRM Campaigns. Since Touchpoints can be created from the CRM Activity object or Marketo Activities or Programs, you’d want to work within the framework identified above to incorporate those Touchpoint Sources. Comment if you have any questions! 


Check out this newer blog post for details on how other "dynamic" Marketo Measure fields are populated depending on where the Touchpoint is coming from! 


Last Updated 4/5/2024