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A
Anonymous
November 16, 2017
Question

Is Google analytics goals integration with Marketo possible!?

  • November 16, 2017
  • 1 reply
  • 3462 views

I would like to track users who complete specific Google analytics' goals, in Marketo. is there any way to sort the user/person/contact in Marketo by Google analytics goal completion ?!

example : if User x completes Goal (1) in Google analytics and User Y completes Goal (2) , can I create separated smart lists for each user ?!

Thanks in advance for help

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1 reply

SanfordWhiteman
SanfordWhiteman
Level 10
November 16, 2017

What you're describing will be very difficult, if not impossible, to do with GA Goals. Goals are aggregate-centric as opposed to session- or User-ID-centric. That is, even within the low-level Analytics Reporting API, the Goal-related metrics are like total completed goals, not the sessions that completed the goals. Goals are not designed for drill-down.

Even if it were possible, the prerequisites would be a complex binding of Google User-ID with Marketo Lead ID, together with an intermediate integration layer that can update Marketo from the GA API.

It's not a reasonable project IMO. Look to another analytics package to duplicate the same concept, or of course use Marketo's own web activity tracking events to implement goals.

A
Anonymous
November 16, 2017

Thank you so much for the quick reply.

Did I get it correctly that Marketo has its own tracking events and I am able to implement goals using them ?! if yes, would you please guide me on how to do so !! I believe I am going to give up on idea of using GA goals as it seems to be impossible.

thanks one more time

SanfordWhiteman
SanfordWhiteman
Level 10
November 16, 2017

Marketo has its own tracking events and I am able to implement goals using them?

Marketo's web activity tracking (Munchkin) logs Clicked Link and Visited Web Page events for named leads. You can also log other interesting browser activities as "synthetic" events using the Munchkin API. (For an example of the API case, an interesting in-page navigation can be sent to Marketo as a visit to /my-interesting-stuff/dropped-down-hamburger-menu.)

Then use Trigger SCs to sort and manage interesting activity patterns using Program membership.

That said, I would not argue that Munchkin is specifically designed to compete with the massive session crunching you can do with, say, Keen.io. But needless to say, its built-in awareness of your lead records gives it a leg up. Depends on how complex your goals actually are.

You might also look into using another seemingly general-purpose web analytics tool that might surprise you with its programmability: for example, Clicky (which I've always favored over GA) is far less of a "walled garden" when it comes to querying the API.

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