Presentation held at the Marketo User Group in The Netherlands on February 10th 2015. Contents showcase how to track Marketo form fills into Google Analytics using Google Tag Manager and Google URL Builder.

1. 1© 2014 Graydon Nederland
hands on w/
Google Analytics

3. Payments Behavior in The Netherlands
62,4%
37,6%
… pay within
the agreed
terms and…
… pay too late
Out of all Dutch
companies*…
*Source: Graydon business information

4. Solvency of business partners
17%
or 425.000 out of
2.500.000 Dutch
companies get a credit
advice* of € 0,0
*according to the Graydon scoring model

5. Analyzing your customer portfolio
78%
Or 1.872.000* of
active companies in The
Netherlands are located in
de Randstad
*Source: Graydon business information

6. Know your business partner
2%
Or 600 to 1.500 billion, is
estimated, of the worldwide
GDP is laundered
5%to

7. Graydon website
getting hands on
usefull links

8. Hands on w/ Google Analytics
• About Graydon
• Into our kitchen
• Tracking results
• Blog & Download Center
• Content Items
• Gettin’ geeky
o Google Tag Manager
o Forms 2.0
o Google Analytics
• The Dashboards

9. Marketo and Google Analytics

10. Almost 78% of us can dive in
Marketing Automation toolsAnalytics tools

14. Into our kitchen

15. 15

16. 16
{ blog
}
{
downloads
}
{
Marketo
}
{ Sales
}
{ www }
trafficcapturenurtureconvert
{
Marketo
}

17. Graydon Lead Flow
Opt-in
Weekly
Newsletter
Monthly
Newsletter
Marketing
Automation:
Profiling
Marketing
Automation:
Awareness
Progressive
Profiling
Dispatch
Lead
Followup
Lead
Disqualified
Lead
Qualified
Marketing
Automation:
Consideration
Opportunity
Created
Opportunity
Won
Opportunity
Lost
Marketing
Automation:
Customer
ANONYMOUS MQL SQL OPPORTUNITY CUSTOMER
UQL
Demographics
• Demographics Score > X
• Company Known
• Job Title Known
Form to lead
• Contact Me
• Trials
• Tarifs
• Become
Customer
Marketing
Automation:
Decision
Behavior
• BU Score > X
• Total Score > X
• Phone Number
Known
{ Marketo }
{ blog }
{ downloads
}
{ www
}

18. { www }
{ blog
} {
downloads
}
Lead journey
{ Forms
2.0}

19. Content Item journey
Inbox Landingpage Download
email page page email

20. Our naming convention
70+ Content Items
5 Forms (used on 100+ pages)
C001 - CI - 5 Tips To Improve Your Credit Management
# BU Name
Download Center - NL - nl
Type Co La

21. Tracking results

22. { blog }
{ downloads
}
{ Marketo
}
{ Sales
}
{ www }
Tracking toolbox
Lead behavior
• # new leads
• Acquisition Program
• # leads filled a form
Anonymous behavior
• Users
• Sessions
• Pageviews
• Bouncerate
• # form fills
Opportunities
• # SQLs
• # Opptys
• % Conversion

23. Blog & Download Center

24. What does it do?
• Compare your downloadable content
o Users
o Sessions
o Pageviews
o Downloads
• Top performers
• Insights into behavior of ‘downloaders’
o Filter on users with Event Category ‘download-center’

26. Google Analytics – Build Segments

28. Content Items

29. What does it do?
• Compare your Content Items
o All website behavior
o Users
o Pageviews
o Time on page
o Operating System
o Device Category
o Downloads
• Top converters
• Track engaged leads across your website
o Filter on users with Campaign exactly matching C002

30. Content Item Analysis
C001 C002 C042 C003 C057 C011
Sent 2 15 695 3 2 225
Delivered 2 14 695 3 2 220
Opened 2 3 255 2 1 76
Clicked 1 0 158 0 0 15
Users 3 5 141 0 1 17
Sessions 5 9 165 0 1 18
Page Visits 6 9 183 0 1 20
Form Fills 5 9 85 0 1 11

32. Google Analytics – Build Segments

34. Getting’ geeky

35. getting geeky w/
Google URL Builder

36. Tracking emails into Google Analytics
Pass campaign information to Google Analytics
• Google URL Builder
http://connect.graydon.nl/C001-CI-5TipsToImproveYourCreditManagement
?utm_source=marketo&utm_medium=email&utm_term=N001&utm_campaign=C001&utm_content=dutch
Google URL Builder
Parameter value
utm_campaign C001
utm_medium email
utm_source marketo
utm_term N001
utm_content dutch

37. getting geeky w/
Google Tag Manager

38. Installing Google Tag Manager
Google Developers on Google Tag Manager
1. Sign up for Google Tag Manager (free)
2. Upgrade to Universal Analytics (free)
– Installing Universal Analytics via Google Tag Manager is an ideal way to implement, as
making changes in the future will be much easier.
3. Place below script on your website
4. Replace both instances of GTM-XXXX with your container ID
<!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXX"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var
f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-XXXX');</script> <!-- End Google Tag Manager -->

39. Tracking input on landingpages
The Benefits of Google Tag Manager
“The convenience of inserting tags through a tag management solution as opposed to directly via a
site’s code cannot be overstated.”
• Track Clicks & Form Submissions
o Click Listener
o Form Listener
o Link Click Listener
o Timer Listener
1. Macros
2. Rules
3. Tags
Auto Event Tracking with Google Tag Manager

40. Create the macro
Tags, Rules, Macros and the Data Layer

41. Google Tag Manager
Google Tag Manager allows you to quickly and easily update: tags on
your website (such as tracking and marketing optimization tags). You
can add and update AdWords, Google Analytics, Floodlight, and non-
Google tags from the Google Tag Manager user interface instead of
editing site code.
Create the rule
Tags, Rules, Macros and the Data Layer
Rule is fired when ‘event’ equal to ‘download-center’ is
passed on

42. Create the tag
When the download-center rule is fired, add event tracking to
Google Analytics with category ‘download-center’
Tags, Rules, Macros and the Data Layer

43. Adding Munchkin through
Google Tag Manager

44. Integration Munchkin with Google Tag Manager

45. getting geeky w/
Forms 2.0

46. Counting Form Submissions
Counting the number of form fills in Google Analytics
• Google Tag Manager
• Forms 2.0
Every form fill gets submitted into Google Analytics
• Event: download-center
MktoForms2.whenReady(function (form){
// Add an onSuccess handler
form.onSuccess(function(values, followUpUrl){
// Log Form Submission in GA
dl.push({"event":“download-center“
});
});

47. getting geeky w/
Google Analytics

48. Filtering
Filter the results in a widget on:
• Page
• Event Category
• Campaign
• Ad Content
• Device Category
• Keyword
• Medium
And can be “Exactly Matching”, “Containing”, “Beginning With”, “Ending
With” or a “Regular Expression”
Google Analytics - Regular Expressions

49. Segmenting
Segments let you isolate and analyze subsets of your Analytics data.
Apply Segments to see specific data.
Google Analytics – Build Segments

50. The dashboards

51. Blog – Shared Dashboard

52. Download Center – Shared Dashboard

53. Content Item – Shared Dashboard

54. 54© 2014 Graydon Nederland
hands on w/
Google Analytics
Stijn Heijthuijsen
Email & Marketing Automation Specialist @ Graydon
s.heijthuijsen@graydon.nl