Integrate Marketo and Google Analytics for End-to-End Tracking

Katie Holmes
1st March 2021

By integrating data between Marketo and Google Analytics, you can understand which lead generation activity such as web form, phone calls, and live chat enquiries generate the most value and optimise marketing spend accordingly.

By combining Google Analytics and Marketo, you can expect to uncover invaluable insights to help inform data-driven decisions and implement changes that will result in definite success.

Unfortunately, there is no out-of-the-box integration to connect Marketo and Google Analytics.

But, there are alternative ways to help match data captured from lead generation activity such as web forms, phone calls or live chat with marketing source data to gain end-to-end visibility of your sales process.

For this article, we’ll discuss:

💡 Pro Tip

Ruler makes it easy to track revenue in your Google Analytics. It sends marketing source data to your CRM and enriches your Google Analytics with closed revenue data, allowing you to track which marketing sources offer the greatest value.

How to automatically send marketing revenue in Google Analytics

Marketo and Bizible attribution reporting

Chances are that you’re already using Marketo, or at the very least know how it works.

Marketo is a powerful marketing automation software that allows you to connect, activate, and optimise all of your marketing tools and processes.

In 2018, Marketo acquired Bizible to unify customer touchpoints and provide marketers with insight to understand, engage, and measure which marketing activities directly impact company ROI.

Related: Marketo reporting and attribution alternatives

Executives have long yearned for improved attribution to seamlessly link revenue back to marketing investment, and while Marketo and Bizible offer a solution, it does come with its downfalls:

Expensive and hidden costs

Marketo and Bizible do come at a price.

Marketo is one of the most expensive solutions out there for marketing automation, and is not very transparent about the full cost of it’s collaboration with Bizible.

Complicated to setup

Marketo and Bizible require a steep learning curve.

The intricate setup is manageable for people with a strong software and analytics background but can be a bit of a challenge for those who lack the technical skills or time to learn.

Lack of offline tracking capabilities

While Marketo does a good job of tracking direct mail and events, it does lack the functionality to connect phone call and live chat activity with sales revenue out-of-the-box.

As a result, marketers miss out on vital data they need to evidence which digital marketing activities generate the most valuable leads offline.

Cost effective way to integrate Marketo and Google Analytics

Marketo and Bizible make a powerful combination, but there are other attribution methods available that offer similar benefits at competitive prices.

Ruler Analytics, for example, integrates all your tools and applications and sends marketing variables to your CRM, or wherever your store leads data, allowing you to measure the impact of marketing on revenue activity.

Related: Ruler Analytics vs Bizible: Analysis and Comparison

With Ruler’s marketing attribution, you can bring Marketo and Google Analytics closer together and benefit from seamless reporting to gain a single source of truth of what’s working, and what isn’t.

Here’s how Ruler works.

Track anonymous visitors over multiple sessions and traffic sources

Ruler tracks data on a visitor level so that it can match leads, conversion or sales back to the marketing touchpoints that generated them, across multiple channels, ads and keywords.

Related: How to view full customer journeys in Ruler

Match leads with customer journey over multi-touchpoints

When an anonymous visitor converts into a lead, Ruler matches the user’s details to their unique touchpoints.

A lead could convert over the phone, form or live chat, but Ruler can easily track these mediums using its call tracking and lead capturing functionality.

Send marketing variables to Marketo

Once Ruler has matched the conversion details with the user’s touchpoints, that data is then sent to Marketo.

Allowing you to create and update leads with multi-touch marketing source variables such as first/last click, keyword, landing page, etc.

For reference, here is a list of triggers and actions that you can push into Marketo using Ruler Analytics.

Available Ruler Analytics Triggers:

Available Marketo Actions:

Once you’ve attributed lead source variable to Person Source in Marketo, you can then pass this information onto your CRM to track marketing’s impact across the sales cycle.

Send data to Ruler Analytics

You can feedback key events from Marketo and your CRM into Ruler to measure and report on the channels, campaigns and ads that drive the most overall value.

Attribute CRM and Marketo data to Google Analytics

By now, you should know how to send marketing variables to Marketo and CRM using Ruler.

While tracking conversion rates and average cost-per-acquisition for each marketing channel is possible in Google Analytics, it doesn’t necessarily tell you which activities generate the most revenue.

More specifically, those customers that convert over the phone or through web chat solutions.

Ruler provides a direct link between client records in Marketo and Google Analytics so that you can connect leads to their marketing touchpoints and provide more intelligence on how users navigate around your website.

More importantly, you can analyse the behaviour of your target audience and identify which lead generation activity such as which web forms, phone calls and live chat conversions lead to the most profitable outcomes straight from the Google Analytics reporting suite.

marketo and google analytics - phone revenue -

💡 Pro Tip

Ruler can pass revenue from Marketo to more than 1000+ apps, allowing you to measure the performance of your marketing based on actual value and not just lead volume metrics. Download the guide below to get started and evaluate the true impact of your marketing campaigns.

Your complete guide to closed-loop marketing attribution

What are the benefits of integrating Marketo and Google Analytics

There are several benefits to consider when integrating your Marketo and Google Analytics data, such as:

Enrich your leads with quality data

Provide greater intelligence on leads and conversions.

With full visibility of the buying process, you can track customers and move them further along the buyer journey more effectively with content tailored towards their interests and needs.

See what campaigns have the highest performance

Track the impact of your marketing activity across the sales cycle and identify which lead generation activity, such as which web forms, phone calls and live chat conversions drive the most interest.

Track exactly which marketing campaigns are driving revenue

Tie leads and conversions directly back to the marketing source that generated them and send marketing-generated ROI reports to clients and executives.

Need help integrating Marketo with Google Analytics

Integrating Marketo with Google Analytics allows you to connect leads generated via web form, live chat or phone call directly back to the campaigns that generated them. As a result, allows you to share revenue-focused reports to clients and executives.

Want to know more about sending marketing source variables into Marketo and Google Analytics? Book a demo today and learn more about the possibilities of Ruler Analytics.

book demo - revenue attribution -

Google Analytics & Marketo FAQs

Yes. Tools like Ruler Analytics allow you to integrate Marketo with Google Analytics. The integration allows you to send leads generated via web form, live chat or phone call back to Google Analytics as an event. When a lead closes into a deal, Ruler sends the revenue data to GA, allowing you to measure the effectiveness of your marketing with more confidence.
There's quite a difference between Google Analytics and Marketo. Google Analytics focuses on website statistics, whereas Marketo works to de-anonymise your data so you know who clicked where and why.
Google Analytics doesn't show the same number of conversions as Marketo because they track data differently.
Yes, Marketo works with GA4.