Marketing Rockstar Guides

An Etumos Company

Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Cookie Policy
  • Services
    • Demand Generation Consulting
    • Marketing Automation Consulting
    • Data Quality Systems
    • Lead Nurturing and Engagement
    • Marketing Analytics
    • Content Marketing
  • Marketo Consulting
    • Marketo Implementation
    • Marketo System Audit
    • Marketo Training
    • Lead Scoring
    • Subscription Management Center
    • Email Reputation Management
    • Marketo Revenue Cycle Analytics
  • Blog
  • Tools
    • Marketing Technology Maturity Model
    • Build a Marketing Operations Center of Excellence
    • Marketo Expert’s Guide to Program Templates
    • Intelligent Lead Nurturing
    • The Marketo Guide (2013)
    • Sell Faster with Sales Insight Booklet
  • Speaking
    • News & Events
    • Past Presentations
  • Clients
  • About
  • Contact

Learning Analytics in Marketo

February 11, 2013 By Josh Hill

Marketo Lead Source ReportMarketo provides detailed statistics on Leads and their activities on Marketo Pages, Emails, and your website. Marketo Reports are good for understanding how your campaigns and assets are performing, including which activities are leading to Opportunities and Revenue. Reports include:

  • Lead Reports for understanding origins and progression.
  • Email Reports for understanding opens, CTRs, and deliverability.
  • Campaign Reports to watch campaign performance (membership) of any type.
  • Company Web Reports detailing web activity based from a company, based on IP lookup.
  • Web Page Reports analyzing lead activity on the main website.
  • Landing Page Reports analyzing Marketo Landing Page performance and Leads.
  • Program Reports analyzing Program progression data.
  • Social Influence Report which will show you who is sharing your content and bringing in new friends.

Analytics is a critical tool in your marketing life. Marketo helps you view your data better, if you carefully setup your Marketing Activities, Campaigns, Programs, Emails, and Landing Pages. If you followed earlier advice on Naming and Organization, you will find it much easier to build reports in Analytics.

Marketo has quite a few variations on each report which can take time to setup. If you are after some quick numbers, I recommend a few shortcuts:

Campaign Overview Tab

Select any campaign and look at the tabs in the center of the screen.

  • Status

For nurturing campaigns, this screen also shows Leads in Wait Step.

  • Used by

Lists any other campaigns dependent on this campaign.

  • Membership Trend

Leads who qualified over time. This is a rolling chart.

  • Members by Week

Chart of members by week. No data displayed for weeks without members. This is a rolling chart.

  • Email Tab

An Email Performance report for any emails sent by this campaign. This is the same data which appears in the Analytics Email Performance Report.

Campaign Member Lists

Each Campaign also provides a list of every lead who ever qualified for the flow. You can click on this list to see the complete list of leads. Use the View changer to adjust the columns shown.

Programs: the Program Overview Tab

Programs contain a wealth of data for individual marketing campaigns. If you are concerned with a particular Program, just click on it!

  • Program Summary

Summary and settings for the Program. This is similar to the Campaign Overview. Programs, however, show Membership Statuses and success metrics as well.

  • Used By

Shows campaigns or other programs dependent on this Program.

  • Membership

Displays a chart of current Membership statuses. Current means currently in the Program with that Status, while Historical shows how leads have moved through the Program. Sent or Registered Leads likely move on to a new Status, so this chart will show the original count and the current count.

Smart Lists and Static Lists

Using a smart list for a data count is a quick way to find out data for a specific purpose. For instance, if you had a cross-tab of those who Unsubscribed and Was Sent Email X but not Customers, this is a good place to start. If you push this data to Segmentations or Static Lists, check there as well.

Landing Page Overview Tab

Each landing page and AB Test Group provide statistics on Page Views and Conversions for each page. This is true for Design Studio and Program based pages.

[Updated December 18, 2013: Added NY MUG Presentation:]

Marketo Reports Basics from Josh Hill

If you haven’t guessed yet, this post means the How to Use Analytics chapter is now done. All 126 pages packed with clear steps on using the basic reports and customizing them for your needs. and I’m on to the next one. Stay tuned for more by signing up for my email list.

Filed Under: Marketo User Guide

2019 Adobe / Marketo Summit Sessions

Adobe Marketo Summit 2019

Special Content

Learn Lead Lifecycles
Speaking the Same Language for Marketo Architecture & Best Practices
Expert Guide to Program Templates

Categories

  • Conference Reviews (6)
  • Demand Generation (16)
  • Market Strategy (2)
  • Marketing Automation (48)
  • Marketing Careers (4)
  • Marketing Operations (9)
  • Marketing Technology (21)
  • Marketo User Guide (87)

Topics for Marketing Technologists

  • Conference Reviews (6)
  • Demand Generation (16)
  • Market Strategy (2)
  • Marketing Automation (48)
  • Marketing Careers (4)
  • Marketing Operations (9)
  • Marketing Technology (21)
  • Marketo User Guide (87)

Services & Products

Marketing Technology Consulting
Marketo Consulting Services
Marketo Training
Marketo Health Audit
Revenue Stacks

 

Contact Me

Marketing Rockstar Guides
Contact Us

Copyright (c) 2022. Etumos. All Rights Reserved. Unless otherwise noted for that content only. Privacy Policy

Copyright © 2025 · Enterprise Pro Theme on Genesis Framework · WordPress · Log in

 

Loading Comments...
 

You must be logged in to post a comment.