Once you sync your Marketo instance and your AdRoll account, we recommend building out a program to track all impressions, clicks, view conversions, and click conversions. You can then use this new program to build additional reports to show your ROAS of your advertising spend.
Create a Program for Reporting in Marketo
The first thing you’ll want to do is create a new tag for the AdRoll as a channel. You may have a similar Advertising channel but the program status will likely be different than what is needed for this program as you’ll see in a moment.
- Navigate to the Admin section of your Marketo (requires Marketo Admin Access)
Add a new Channel Tag. We recommend naming your channel AdRoll Advertising, with the progression status of:
- View Conversions
- Click Conversions
- Success Bank
Note: Your Marketo system may vary, so please work with your Marketo Admin to build a program that works for you.
Navigate to the Marketing Activities section of your Marketo and create a new program with the channel type you just created. We recommend naming the program “AdRoll Advertising Platform."
Within that program you next want to build four smart campaigns to track visitors as they move through the four program statuses.
First, build Impressions. Create a new Smart Campaign titled "Impressions." In the right hand search bar of the Smart List criteria, type AdRoll Daily Clicks and Impressions and drag the Trigger into the Smart List pane.
Click Add Constraint to find AdRoll Impressions. Check the box to add that constraint to the trigger.
Make sure AdRoll Event = "is not empty"
And AdRoll Impressions: "greater than” “0”.
Note: When AdRoll matches a Marketo visitor to an AdRoll visitor, the lead will have this field populated with “0." If you use the field “is not empty," you'll find all the matched visitors, not necessarily all visitors who were served impressions.
The trigger should look like this:
Under flow, set the Change Program Status to AdRoll Advertising > Impressions.
Finally, turn on this Smart Campaign to run each person through the flow once. Since we're using program status, people can't flow backwards.
Repeat these steps for:
- Clicks: Smart List, Flow, and Schedule
- View conversions: Smart List, Flow, and Schedule
- Click conversions: Smart List, Flow, and Schedule
When you complete all of these steps, you'll have four Smart Campaigns to programmatically track the information that your AdRoll campaigns send to your Marketo instance.
Note: If you use Salesforce, we also recommend syncing this program to an identical Salesforce campaign, so your campaign can be used in attribution reporting.