By Caroline Graham

Whether you’ve been using Marketo for five weeks or five months, it’s likely that you spend a lot of time reporting on your efforts. From the success of email campaigns to the turnout of a live event or tradeshow, it’s crucial to be able to show how your campaigns have performed.

Luckily, Marketo has a myriad of reporting options that make it easy for you to showcase your team’s success, from email campaigns to landing pages to engagement streams. Keep reading for tips on when to use some of Marketo’s most popular report types and how you can customize your reports to show the most important information relevant to your team.

Marketo Report Types

Email Performance Report 

See how your emails are performing, from open rates to click-through rates, including deliverability rate, unsubscribe rates, and more.

Pro tip: Filter the report via the smart list tab in order to show the performance for specific industries, job titles or locations.

Email Link Performance 

See how many people have engaged with each link that appears in your email, from your logo, to your CTA, to your privacy policy.

Pro tip: Make sure you look at the column for clicks as well as people. Clicks shows how many times the link was clicked, while people shows you the number of unique people that clicked the link itself.

Engagement Stream Performance Report 

See how your engagement programs are performing, including Marketo’s proprietary engagement score, which enables you to see the effectiveness of the content in your nurture programs.

Pro tip: Engagement score is based on an algorithm that takes into account engaged behavior (Open, Click, Program Success) and disengaged behavior (Unsubscribe). Anything over 50 is considered above average, and below 50 is considered to be below average. 

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Program Performance Report 

See how many members exist in a certain program, as well as the number of members that have reached the success step in the program.

Pro tip: If you’re using period cost in your programs, this report can not only show you the new people acquired by the program, but it can also show you the cost per new name, enabling you to get an overall view of how much it costs to bring in a new lead.  

People Performance Report

See how many people have been added to certain programs, as well as when they’ve been added.

Pro tip: Use this report when you want to see a holistic view of the number of people who have entered into a program month over month. Don’t forget that you can filter the type of lead by using the smart list tab as well as group the leads by their segmentation.

Landing Page Performance Report

See the number of views, conversions, conversion rate and new people acquired by your landing page.

Pro tip: Exporting this report and sorting by conversion rate will help you to see which pages have a high amount of views, but a low conversion rate, which gives you an idea of where you can focus on conversion rate optimization.

Web Page Activity Report

See who is visiting your website (both known and anonymous visitors) as well as their entry page, the number of pages they viewed, the URL referrer (so you can know how they got to your website), and their geographic location, inferred from their IP address.

Pro tip: Make sure you have munchkin code installed, otherwise you won’t be able have any available data to view on this report.

Use Cases for Each Marketo Report Type

While it can be tempting to want to pull as many reports as possible, each of the reports mentioned above serves a certain purpose, based on the data you need and the story you want to tell. For example, if you need to show the overall growth of your database from January to June, the people performance report is your best option. If you want to drill down on how many of those people were from a certain segmentation, such as industry, country, or job title, it’s easy to add those filters into the smart list to show a more detailed overview.

Email reporting is one of the most popular reporting tools that Marketo offers, and for good reason, considering Marketo is an email marketing automation tool at its core. If you only need the open and click-through rates, an email performance report will usually suffice in giving you basic information about the emails in that program. If you are wanting to see the links in your emails that your leads are engaging with the most, the email link performance report will likely be your best bet.  

Even though you most likely are also getting relevant data from Google Analytics, the landing page performance report and web page activity report can give you information specific to the leads in your Marketo instance, as opposed to only giving you anonymous data. These two reports are helpful to pull whenever you launch a new pillar page, landing page, or even a PPC campaign that is leading users to a specific webpage on your site. You can sort the landing page performance report to see your conversion rates, and use the web page activity report to see where your users are located and identify any geographical trends.

The Final Word

Reporting can be overwhelming, but as long as you know the point you want to get across, rest assured that Marketo has a report type that will work for you. Don’t forget that you can always customize most of the reports if you need to drill down further in order to get shareable data that makes sense for your team. 

Finally, it’s no secret that in order for your reporting to be accurate, your Marketo instance must be set up for success. If it’s been a while since you’ve done a comprehensive audit of your current setup, make sure to check out our free Marketo Audit Tool, which will help you identify how you are using Marketo now, as well as all of the ways that you can optimize your instance for future success.


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Caroline Graham

About the author

Caroline Graham was formerly a Marketing Automation Manager based in Indianapolis. She is a Marketo Certified Expert focused on understanding how the digital age impacts consumer behaviors. Read more articles by Caroline Graham.

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