How does Marketo click tracking in e-mails work | Community
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A
Anonymous
November 10, 2015
Solved

How does Marketo click tracking in e-mails work

  • November 10, 2015
  • 3 replies
  • 2987 views

Hello,

we have seen a steep decline in the click-to-open rate (from ~8% to ~2%) since we rearranged the structure of our emailings and included different links to different Marketo landing pages (in fact, 4 links to different landing pages; previously it was 1 landing page). At present, we are trying to identify whether this is due to this new structure or if some clicks are not being tracked by Marketo.

Therefore, please help us understand how Marketo click tracking in emails works and if including links to different landing pages may somehow disturb this.

Many thanks in advance.

Best Regards

Simon

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Best answer by Grégoire_Miche2

Hi Simon,

One common trap is to use tokens and set the link URL as being {{my.token}} or {{lead.OtherToken}}. It will not work because, as John stated, Marketo will not see any nor any .

So remove the "" or "" from you token values and set the link URL to "{{my.token}}"

Nevertheless, we observe as a tendency on many Marketo instances that the more CTA you have in an email, the less clicks you get. People react better to clear and straightforward emails/CTA than to blurred messages.

-Greg

3 replies

A
Anonymous
November 11, 2015

Thanks a lot for your quick replies! We indeed wrap the full URL into tokens since we have changed the mailings. As you pointed out, this probably causes the reporting issues, which are responsible for the low CTO.

Grégoire_Miche2
Grégoire_Miche2Accepted solution
New Participant
November 10, 2015

Hi Simon,

One common trap is to use tokens and set the link URL as being {{my.token}} or {{lead.OtherToken}}. It will not work because, as John stated, Marketo will not see any nor any .

So remove the "" or "" from you token values and set the link URL to "{{my.token}}"

Nevertheless, we observe as a tendency on many Marketo instances that the more CTA you have in an email, the less clicks you get. People react better to clear and straightforward emails/CTA than to blurred messages.

-Greg

J
JohnCl9
Employee
November 10, 2015

Hi Simon,

When an email is sent from Marketo it is scanned while it's being built, and any link (anything will at the beginning) gets "wrapped" in tracking information.  This information allows Marketo to know who the email is sent to.   It also allows click tracking by redirecting your email links to the branding domain listed in your Admin section before taking the lead to wherever the link leads.  This quick redirect to the tracking server is how clicks get tracked, and it can't happen if the links in your email aren't getting wrapped.

Can you describe what you mean by changing the structure of your emails?

John

Stijn_Heijthuij
Stijn_Heijthuij
New Participant
November 10, 2015

Minor issue that we've noticed; if you have a token that is a URL (from start to finish) it won't be tracked in the reports. That's why we always break the section out of the {{my.token}} to become {{my.token}}

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