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. Having said that, 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.

On that note, for this article we’ll discuss:

Editor’s Note: Budgets are getting scrutinised, and marketers are under more pressure than ever to justify their investments. With the Closed-Loop Framework, you can easily connect revenue data with marketing activity to measure your ROI and demonstrate the effectiveness of your campaigns. Download the handbook to learn more.

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Marketo and Bizible attribution reporting

The 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. 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 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 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 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.

With Ruler Analytics, 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 Analytics works.


Track anonymous visitors over multiple sessions and traffic sources

Ruler Analytics 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.


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 Analytics 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 Analytics. 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 Analytics 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 -

Side Note: Ruler Analytics can also send web form, phone call and live chat revenue to Google Ads, Microsoft Advertising and Facebook conversions. Go to the integrations page to learn more about those. Or, alternatively, book a demo with one of our sales representatives to learn more about the integration with Ruler Analytics and Marketo.


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.


Final Thoughts

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 integrating marketing variables into Marketo and Google Analytics? Book a demo today and learn more about the possibilities of Ruler Analytics.