Marketo

SegMetrics gives you the ability to analyze your Marketo campaign performance and connect it to other data sources. With this integration, you can easily segment your data to find the sources that eventually lead to clients, understand how different accounts respond to each touchpoint, and track complete revenue attribution.

Integration Overview

SegMetrics takes the spend from your ad platforms and purchases from your payment processor, then connects them to the email addresses in Marketo. This creates a complete picture of your customer journey from first touchpoint to purchase.

You don't need to import orders or tag people in a special way - contacts just need to be in your Marketo account for SegMetrics to connect the data based on email addresses.

Connecting Marketo to SegMetrics

Follow these steps to integrate your Marketo account with SegMetrics:

1. Navigate to the Integrations page by clicking the gear icon in the top right corner, then click Integrations
2. Once you're on the Integrations page, select the CRM list and click Connect next to Marketo
3. In your Marketo account, find your API credentials:

• Go to Admin > Integration > LaunchPoint
• Select your custom service and click View Details
• Copy the Client ID and Client Secret

4. Enter these credentials into SegMetrics and click Save to activate the integration

Once integrated, SegMetrics imports all historical contact data from your Marketo account.

Pro Tip: SegMetrics stores all synced Marketo data in its own database, allowing you to accumulate more historical data over time for more comprehensive reporting.

Understanding Available Data and Reports

Once integrated, SegMetrics imports all historical contact and campaign data from your Marketo account. Use the following SegMetrics reports to analyze your Marketo data:

Acquisition Report

Use for tracking new lead metrics from your Marketo campaigns. This shows leads added over specific time periods and helps identify which campaigns are generating the most leads.

Advertisement Report

This is for analyzing the effectiveness of your paid ads. This will show cost per lead, cost to acquire customer, and ROAS.

Nurture Report

Perfect for analyzing Marketo tags, smart lists, and automation performance. Filter by specific Marketo segments to see how different contact groups perform through your email sequences and nurture campaigns.

Engagement Report

Track email campaign performance and website interactions. Monitor how contacts engage with your Marketo emails and connect that engagement to website behavior and conversions.

Orders Report

Analyze revenue metrics connected to your Marketo contacts. See which email campaigns, programs, and automations drive actual purchases when combined with your payment processor data.

Subscriptions Report

For subscription-based products, track how Marketo nurture sequences affect recurring revenue and subscription lifecycle metrics.

You can create custom reports by going to Contacts > New Report, then selecting your desired filters based on dates, tags, and touchpoints.

Connecting Payment Information to Marketo Contacts

Marketo doesn't track payments natively, so SegMetrics uses email address matching to connect payment information to your Marketo leads.

When you integrate your payment processor with SegMetrics, we automatically connect the contacts and purchases together based on their email address. This allows you to see the complete customer journey from email engagement to purchase.

Recommendation: Use whichever payment processor can act as your single source of truth for the most accurate revenue attribution.

Setting Up Email Link Tracking

To improve tracking fidelity and get click rates from your Marketo emails, add the ContactId to your email links using Marketo's merge tokens:

Format: ?seg_cid=*|UNIQID|*

Example: http://example.com/?seg_cid=*|UNIQID|*

This tells SegMetrics who is visiting the page, even if they're on a different device, providing better cross-device tracking.

Frequently Asked Questions

Q: What time zone is Marketo data synced in?

A: Marketo data is synced in UTC. SegMetrics reports on your data based on the timezone you set in your Account Settings.

Q: How much historical data syncs when I first connect Marketo?

A: When you connect Marketo, all historical data from your account is synced. This includes all contacts, campaigns, programs, and engagement data.

Q: Do I need the tracking snippet to get data from my Marketo account?

A: No, you don't need the tracking snippet to import contact and campaign data from Marketo. However, the tracking pixel is essential for connecting website visitor behavior to email engagement and tracking the complete customer journey.

Q: How do I find my Marketo Client ID and Client Secret?

A: In your Marketo account, go to Admin > Integration > LaunchPoint, select your custom service, and click View Details. Your Client ID and Client Secret will be displayed there.

Q: Can I create reports combining Marketo data with other platforms?

A: Yes, SegMetrics automatically connects Marketo contact data with your ad spend, website behavior, and purchase data from other integrated platforms. This gives you complete attribution reporting showing how email marketing contributes to your overall ROI.