Activity Types
Some activity types provide us with the Program ID and Program Name, so it’s easy to map that into the Campaign Id and Campaign Name on the Buyer Touchpoint. For others, there is no program association, so part of the rules definition requires you to create a Marketo Measure Campaign Name. Below are lists of each category:
Activity Types with Program Id
Send Email (6)
Email Delivered (7)
Email Bounced (8)
Unsubscribe Email (9)
Open Email (10)
Click Email (11)
Change Data Value (13)
Change Score (22)
Add to List (24)
Change Status in Progression (104)
Add to Nurture (113)
Change Nurture Cadence (115)
Activity Types without Program Id
Click Link (3)
New Lead (12)
Sync Lead to SFDC (19)
Convert Lead (21)
Change Owner (23)
Remove from List (25)
SFDC Activity (26)
Email Bounced Soft (27)
Delete Lead from SFDC (29)
Merge Leads (32)
Add to Opportunity (34)
Remove from Opportunity (35)
Update Opportunity (36)
Delete Lead (37)
Send Alert (38)
Send Sales Email (39)
Open Sales Email (40)
Click Sales Email (41)
Add to SFDC Campaign (42)
Remove from SFDC Campaign (43)
Change Status in SFDC Campaign (44)
Receive Sales Email (45)
Request Campaign (47)
Sales Email Bounced (48)
Change Revenue Stage (101)
Change Revenue Stage Manually (102)
Change Segment (108)
Call Webhook (110)
Sent Forward to Friend Email (111)
Received Forward to Friend Email (112)
Change Nurture Track (114)
Push Lead to Marketo (145)
Sync Lead to Microsoft (300)
Share Content (400)
Dialogue Engaged (158)
Document Interacted With (159)
Dialogue Appointment Scheduled (160)
Dialogue Goal Reached (161)
Custom Activity (xxx)
Channel Mapping
For any of the rules from an Activity Type with a Program Id, the Marketo Program Channel is determined from the Program. We use the Program Channel to map to your custom Offline Channels, so you need to make sure your channels are configured properly as instructed here.
And for any of the rules from an Activity Type without a Program Id, your first step was to create a Campaign Name. Use this Campaign Name to set up your custom Online Channels laid out here.
If Channels for your Marketo Activities aren’t properly configured, it’s likely your new touchpoints fall under the “Other” channel.
Program Costs
Through the data import of Marketo Programs, costs are automatically downloaded from Period Costs and the reported costs in Marketo is distributed throughout the assigned month. For example, if $1000 is reported for January 2021, the $1000 is split across 31 days. The costs can be found in Marketo Measure Discover.
Cookie Mapping
As a result of the Marketo Measure integration with Marketo, the Marketo Measure Cookie Id is also now mapped and synced with the Marketo Munchkin Id. This helps close the gap to attribute the anonymous first touch to a web session rather than attributing both the FT and LC touches to a Marketo Activity. Imagine this scenario:
Mark clicks a Facebook ad and lands on wayneenterprises.com where he gets a cookie with Marketo Measure Id 123 and Marketo Munchkin Id 456. No form fill takes place.
The Wayne Enterprises Marketing team sends out an email blast to specific targeted leads, one of them being mark@email.com
.
mark@email.com
receives the email and clicks through and lands on wayneenterprises.com
. This becomes mark@email.com's
second visit to wayneenterprise.com
with the same cookie Ids, but there was no form fill, so to Marketo Measure, they are still an anonymous visitor.
The Wayne Enterprises Marketing team creates a Marketo Activity rule to generate touchpoints for a “Click Email” activity type.
Today’s implementation would create a single FT and LC touchpoint for mark@email.com
from the Marketo Activity from the “Click Email” activity type.
With this cookie mapping enhancement, the FT would go back and get credited to the Facebook ad and the LC would get credited to the Email.
FAQ
How do I know whether to create a Marketo Programs rule or a Marketo Activities rule?
The Marketo Engage Programs Integration is a simple way to generate touchpoints based on whether a Person is a program member of a program. If you are interested in defining a rule based on the time a Person changes to a particular Program status, the Marketo Engage Activities Integration will be the setup you want, specifically the “Change Status in Progression” activity type so that your Touchpoint Date can be mapped to the system-generated Activity Date.
Why is the name of my Touchpoint Type truncated?
The Touchpoint Type field was created in the Marketo Measure package with 16 characters. Unfortunately, changing the character limit of the field would require deprecating the existing field and creating a one. The value of the Touchpoint Type is the Activity Type, which is also set in the Medium field.
Why does my Custom Activity Type not appear in the list of available activities?
We only show “Approved” custom activity types and not Draft or Approved with Draft.
How do I determine which Activity Types I want to generate a touchpoint for?
Although there is no limit on the number of Activity Types you can create, we generally recommend no more than five activity types. It takes time to determine which marketing activities are relevant enough to be part of the touchpoint journey. For example, “Unsubscribe Email” may not be a significant touchpoint to track, but “Click Email” with additional filters might be a good one. This varies by each organization and each team, so we suggest you work with your team to brainstorm on the best approach here.
Why is my Browser Name cut off?
The Marketo Measure Browser Name has a hard limit of 20 characters, although the User Agent value we get from Marketo tends to be a longer string.
BrowserInfo.Name
BrowserInfo.Version
PlatformInfo.Name
PlatformInfo.Version