Marketo 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.
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.
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:]
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.