Reporting on User Activity in Marketo

November 20, 2014 Uberflip Customer Success

Some basics to know before you keep reading: "List" can refer to both Lists and Smart Campaigns in Marketo. 

The Basics 

Lead Attribute Changes

Content Type Counting Attribute Changes

Conversion Type Attribute Changes

Hub Page View Events

Flipbook Page View Events



The Basics

When viewing your users’ activity in Marketo, the Field Names on the contact profiles will look like: ItemType Viewed [Hub ID:XXXXX].  

  • ItemType will be replaced with something like Articles, Flipbooks, Videos etc.
  • XXXXX will be the ID of the specific Hub that the user was viewing.  

We do this just in case you have multiple Hubs that are being used to target different audiences.  

For example, in the screenshot below, by looking at his Lead Info (1), we can see that user Sam Brennand has viewed 4 Articles (ItemType) for Hub 20379 (2): 

In this example we have five Hubs, all indicated by ID numbers.



Lead Attribute Changes

This is the most straightforward way to report upon the Leads being generated or being updated from your Hub's Form CTAs. 

When submitting a Form CTA, a Lead can either be created or updated with the given information. This data is then stored on the Lead’s profile.  Reporting on this information is as simple as creating a Smart List and setting a Filter to find leads with the specific value for this attribute.

For example, in the screenshot below, we have used a Filter to find all the Leads who have converted based on having filled out Uberflip-CTA-12345-eBook-1, which might have been placed on an eBook:



Content Type Counting Attribute Changes

Reporting on the number of Hub Item views inside your marketing automation tool will allow you to easily tailor workflows based on the extent of your users' activity. 

When a Lead views a specific piece of content inside a Hub, a counter attribute is attached to the Lead’s profile based on the content’s type.  

If the content being viewed was a video for example, a video counter attribute on the lead’s profile would change from 3 to 4 upon the fourth view of a video in the Hub.  The name of these fields is given in the format of “Videos Viewed [Hub ID:XXXX]”, where XXXX is your Hub ID.  

These fields are numeric, so when reporting on them in Marketo you can set the filter to say where “Videos Viewed [Hub ID:XXXX]” is greater than 4, for example.

For example, again referencing the below screenshot, we are able to tell that user Sam Brennand has viewed 4 articles in Hub 20379. Based on this information, we could then create a Smart List with a Filter for users who have viewed at least 4 articles and target them with nurture campaigns accordingly. 



Conversion Type Attribute Changes

When a Lead interacts with an Item in various ways, these interactions are sent to Marketo in the format of updating special Lead attributes.  

When a user views a Hub Item, the field uf_last_visited_item_id is updated on the Lead with the specific Item ID that was viewed.  When a user fills out a Form CTA that is associated with a particular Hub Item (a Form CTA appearing on an Item page, or when your Form CTA links to an Item through the 'Link to Content' feature), the fields uf_conversion_item_id and uf_conversion_item_title will be updated.  These attributes can be reported on just like all other Lead attributes. 

Click here to learn more about these custom fields. 

In the example below, we're using a Smart List to find the users who submitted a Form CTA on item 33401193: 

Alternatively, you could use the Conversion Item Title to find users who filled out a CTA on a particular item:



Hub Page View Events

When a Lead views a page, this information is automatically sent to that Lead’s profile inside Marketo.  

To report on this information and understand which pages of your Hub have been viewed, set-up a filter on a Lead or Smart List to specify that a Lead or Prospect has visited the URL from your Hub that you wish to report on.  

For example, if you wanted to generate a report on every user that has visited a specific Item in your Hub, you would just need to create a filter based on website visits to that specific Hub URL.

In the example below, we're creating a Smart List to surface all of the Leads who have visited a particular blog post in our Hub. The steps are: 

  1. Add a Filter for Visited Web Page; and
  2. Enter URL for Hub item page.



Flipbook Page View Events

If you have enabled Flipbook Tracking capabilities, when a Lead or Contact views a Flipbook page, this information will be automatically sent to the Lead or Contact’s profile page in Marketo. 

Marketo reports on this data as a Web Page Visit. The difference between a Flipbook Page View and a Hub Item Page View comes down to query string parameters. The query parameters are: Flipbook_page, Flipbook_id, Flipbook_title, and hub_Item_id.  

The only optional query parameter is hub_Item_id and this will show up if you want to view who has seen the Flipbook from within a Hub.  An example of a URL you will see from viewing a Flipbook page is:

In this example, the viewer has looked at the 3rd page of the Flipbook titled “Welcome” with ID 123 and Hub Item ID 124312

To report on this information in Marketo you can create a “Visited Website” Filter and add a constraint for the query parameters.  The constraint can say they contain the Flipbook ID, Flipbook page, etc. if you choose.

In the example below, we are:

  1. Creating a Smart List to find everyone who's done this action;
  2. Creating a Filter for Visited Web Page that targets the Flipbook's Hub URL;  
  3. Adding a Constraint for a Querystring; and 
  4. Used the Querystring to look for users who have viewed page 2 of the Flipbook with ID 11959.

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