What is involved in setting this up?

In order for Marketo Measure to start measuring the ad impressions, there is an impression tag that needs to be placed in Doubleclick Campaign Manager. Once the tag is implemented, the impressions are stored in our logs and we take care of the rest. Reach out to your Success Manager if you are interested in measuring view through attribution.

Which ad platforms are supported?

We currently support Doubleclick Campaign Manager.

How is the attribution calculated?

We ran some careful analysis of impression data and its influence on conversions across all stages and marketing channels. The distribution varies depending on the model as you can see from the table below:

First TouchLead CreationU-ShapedW-ShapedFull PathCustom Model
Impressions0%0%10%10%10%Custom
FT100%0%35%26.6%20%Custom
LC0%100%35%26.6%20%Custom
OC0%0%0%26.6%20%Custom
Closed0%0%0%0%20%Custom
Middle0%0%20%10%10%Custom

What will this look like in Salesforce?

Marketo Measure will create a single impression Touchpoint on any Lead that was exposed to the display ad. We are able to map the user even after they first come to your website (FT) and fill out a form (LC). The Touchpoint will contain ad information such as Ad Campaign Name/ID, Ad ID, Ad Content, Site Name/ID, Placement Name/ID, Marketing Channel, Geo, Referrer Page, and more.

The view-through attribution model will depend on the client and their data.

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