Unique User ID on Google Analytics: Can We Synchronize with Marketo ID or Munchkins? | Community
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Cecile_Maindron
Cecile_Maindron
New Participant
May 28, 2015
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Unique User ID on Google Analytics: Can We Synchronize with Marketo ID or Munchkins?

  • May 28, 2015
  • 2 replies
  • 7794 views

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

Best answer by SanfordWhiteman

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?


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.

2 replies

A
Anonymous
August 24, 2015

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. 

A
Anonymous
September 25, 2015

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.

A
Anonymous
September 27, 2015

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.

A
Anonymous
June 16, 2015

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

Cecile_Maindron
Cecile_MaindronAuthor
New Participant
June 17, 2015

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

SanfordWhiteman
SanfordWhiteman
New Participant
June 17, 2015

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).

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