Marketo Destination

Marketo is a leading marketing automation platform that lets you identify the right audiences through effective behavioral tracking and deliver automated, personalized marketing campaigns.

Find the open source transformer code for this destination in the GitHub repository.

Setup

Before setting up the Marketo destination in RudderStack, you must create two fields in Marketo with the API names exactly as userId and anonymousId. RudderStack looks up the Marketo Lead objects using these properties.

Without these two fields, all events will fail.

1. In your RudderStack dashboard, go to Directory > Destinations > Cloud Destinations and search for Marketo.
2. Connect your source and click Continue.

Connection settings

Configure the following settings to set up Marketo as a destination in RudderStack:

• Name: Assign a name to uniquely identify the destination.
• Munchkin Account ID: Enter your Munchkin account ID. You can find the Munchkin Account ID by logging into your Marketo instance and going to Admin > Integration > Munchkin. Your Munchkin ID is listed on the main screen in the Tracking Code section. For more information, see the Marketo documentation.
• Client ID: Enter your Marketo client ID.
• Client Secret: Enter your Marketo client secret.

You can find the client ID and client secret by logging into your Marketo instance and going to Admin > Integration > LaunchPoint. Select the API service and click View Details to get the credentials. For more information, see the FAQ section below.

Connection compatibility

Destination info
Status: Generally Available Supported sources: Android, iOS , Web, Unity, AMP , Cloud, Warehouse, React Native , Flutter, Cordova, Shopify Refer to it as MARKETO in the Integrations object.

Connection modes
Source	Cloud mode	Device mode	Hybrid mode
AMP
Android
Cloud
Cordova
Flutter
iOS
React Native
Shopify
Unity
Warehouse
Web

Supported message types
Source	Identify	Page	Track	Screen	Group	Alias
Cloud mode
Supported sources

Configuration settings

After completing the initial setup, configure the following settings to correctly receive your data in Marketo:

Custom Activity Settings

• Track anonymous events: Turn on this setting to track events that don’t contain a userId.

If you disable this setting, events that don’t contain the userId field will automatically fail.

• Create lead if it does not exist: RudderStack creates a new Marketo lead if the user is not present. This setting is turned on by default.

Consent settings

• Consent management provider: Configure the consent management settings for the specified source by choosing the consent management provider from the dropdown. If you choose Custom, make sure to pass the custom consent data to SDK.

Mappings

The following settings are associated with the track events and require you to first create a Custom Activity in Marketo before sending an event. You also need to approve the activity in order to get the Custom Activity ID.

Custom events

You can also use the JSON mapper to set up these mappings.

• Map events to Marketo Activity ID and Primary Key: Use this setting to map the event name in track call to Marketo’s custom activity ID and the primary key associated with the custom activity. For example, you can map a Product Clicked event to a custom activity with primary field product_id and activity ID 100001.

The primary field for Marketo’s custom activity is marked with an asterisk (*).

Lead trait mapping

• Map your traits to Marketo custom fields: RudderStack maps some of the user traits to the custom Marketo fields by default (listed in the Supported mappings section). You can use this setting to override the default mappings or map any other traits to the custom Marketo fields.

For custom Marketo fields, you can use the list of standard Marketo fields (REST API Name column) or any other custom field names existing in your lead records.

Custom activity property map

• Map your event properties to Marketo custom activity’s field: Use this setting to map your track event properties to the Marketo fields listed in your custom activity.

For example, you can map Product Clicked event’s product_name property to the Marketo’s productName field for the custom activity Product Wishlisted.

Identify

You can use the identify call to create or update a Lead object in Marketo.

A sample identify call is as shown:

rudderanalytics.identify("1hKOmRA4GRlm", {
  name: "Alex Keener",
  first_name: "Alex",
  last_name: "Keener",
  email: "alex@example.com",
})

Supported mappings

By default, RudderStack maps the following traits to the Marketo fields:

For the rest of the fields that you want to sync with Marketo, you can create a mapping of your traits and custom Marketo fields in the RudderStack dashboard, as specified in the Lead Mapping settings section.

Track

You can use the track events to register custom activities in Marketo.

Note that:

• Make sure to first create the custom activities in Marketo before sending the events. Also, approve the activity in Marketo to get the Custom Activity ID.
• If you are using RudderStack Open Source, make sure to update your transformer version to v1.51.1 or later to send your track events to Marketo correctly.

A sample track call is as shown in the snippet below:

rudderanalytics.track("Order Completed", {
  checkout_id: "C324532",
  order_id: "T1230",
  value: 15.98,
  revenue: 16.98,
  shipping: 3.0,
  coupon: "FY21",
  currency: "INR",
})

Refer to the Custom Activity Settings section for more information on mapping the track events.

FAQ

Why are my requests failing with the message “Lookup failed”?

Make sure you have created two fields in Marketo with the names userId and anonymousId, so that RudderStack can look up the Marketo lead database for leadId with the userId that are passed along with the event.

Why are my track events failing?

• Make sure you have created two fields in Marketo with the API names exactly as userId and anonymousId. RudderStack looks up the Marketo lead objects using these properties. Without these two fields, all events will fail.
• If you’re sending track events without userId, make sure you have turned on the Track Anonymous events setting in the RudderStack dashboard. If this setting is disabled, events that don’t contain the userId field will fail.

How do I obtain the Marketo client ID and secret?

To set up the Marketo API service and obtain the client ID and secret associated with it, follow these steps:

1. Log into your Marketo instance and click the Admin tab.
2. Select LaunchPoint.

3. Here, you will able to see all installed services used for connecting to Marketo.

4. To create a new service, click New > New Service.
5. Enter the Display Name. From the Service dropdown, select Custom.
6. Under Settings, enter the Description and select the API Only User, as shown. Finally, click CREATE.

Make sure the API Only User associated with the API service has the necessary permissions to create or update contacts as wellas the custom activities.

Once the setup is complete, you should have the client ID and client secret for the API service. Use this to configure the Marketo destination in RudderStack.

How do I create a custom activity in Marketo?

For a step-by-step guide on creating a custom activity in Marketo, refer to this Marketo documentation.

Questions? Contact us by email or on Slack