Inconsistent Email Click Behaviour causes DOI failure
Dear Community,
As a part of our DOI process, one of the triggers for ‘DOI Confirmation’ Smart campaign is ‘Email Click’ behaviour.
Configured business flow is;
- customers fills a form on the website,
- receives a DOI confirmation Email,
- clicks the confirmation button,
- redirected to the Confirmation Landing Page,
- receives the target Email content based on the form fulfilment.
In Marketo, either of the following triggers the execution of the DOI confirmation;
- Email Click ()
- Fills out Form (on the DOI Confirmation LP)
- Web Page Visit (DOI Confirmation LP with PURL)
This process works as expected for most of our customers, which means that Marketo can track and receive the Email Click behaviour. Whenever the required trigger is recorded, the corresponding smart campaign starts correctly, the DOI confirmation is documented, and the Marketing Suspended flag is removed. This process is up and running for about many years now.
We have tested
- by deleting all the cookies in the test users’ browser and also deactivating the ‘Do Not Track’ features of the browsers.
The affected recipient doesn’t have any common behaviour which might help to identify the issue. it happens;
- in different browsers / devices
- personal and company domains
Important Notes:
It is important to note that the problem does not appear to be related to the email itself. We were able to forward one of the affected emails and successfully generate an Email Link Click activity record when the same email was opened and clicked from a different device. This suggests that the email and its tracking configuration are functioning correctly.
Another observation supports this assumption: while the Email Link Click activity is missing, the subsequent Web Visit activity is often logged successfully. This indicates that the user actually reached the target page, even though the click event itself was not recorded.
Another thing to point out one specific aspect of our DOI implementation. The DOI email links direct users to a PURL-based landing page. These landing pages contain custom JavaScript that manages and restores personalization cookies. The script ensures that the correct personalized page is displayed based on the unique code contained in the URL. (for more information read: blog.teknkl.com/fixing-marketo-purls/
Also, it’s not about the security reasons such as Proxy, bot activity etc. Because some from the same company domains completes the process through a successful link tracking, but some of them not.
To sum up - based on our tests and investigation - , the configurations/setup in Marketo are not the issue, there is something wrong with the Email link tracking, but we’re unable to identify it what it is yet.
Anyone else faced/is facing this issue before or?
Thanks in advance.