Understanding Anonymous Activity and People understanding-anonymous-activity-and-people

The first time someone visits a Marketo landing page (or a page on your website that has the Munchkin Tracking Code), Marketo creates an anonymous activity and uses a browser cookie to track it. Once it’s identified, it becomes a person and the history associated with their browser cookie is merged in.

IMPORTANT
Enabling the Beta Feature Munchkin V2 Anonymous Replay Activity on Known ensures that campaigns triggered by anonymous lead promotion will always be replayed after the anonymous lead is successfully merged into the known record. As a result, custom fields changed by Change Data Value steps in any replayed campaigns will be retained in the known record.

An Anonymous activity is created when someone:

NOTE
Unlike other links in Marketo emails, View as Web Page is not tracked as an email click.

An anonymous activity is merged into a new or existing person when someone:

One name in the database might be tied to many cookies because people often use different devices and browsers to visit your site.

NOTE
When anonymous records are merged into a new or existing person record, custom field values will not transfer over.
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