How do I create Adobe Marketo Engage metrics?

Visualize, discover, and act on your marketing data by creating Adobe Marketo Engage data feed metrics.

This article includes:

• Resources
• Defining your approach
• First steps
• Creating Marketo Engage data feed metrics 
• Next steps – Interacting with your data

Resources

The PowerMetrics-Marketo Engage integration currently relies on the ability to pull static lists into PowerMetrics. By using this method, you can leverage Marketo Engage’s rich list of fields associated with lead records to create dashboards.

Defining your approach

Due to limitations with Marketo Engage’s API, you will only be able to pull in static lists that contain fewer than 30,000 leads. However, for most organizations, this still allows you to create real-time, monitoring dashboards. Here are some suggested approaches:

• Leads created today
• Leads created past 7 days
• Leads created past 30 days
• Leads created by a campaign
• Leads by a specific revenue stage (eg: leads with an opportunity)

For larger lists, consider using the PowerMetrics-Salesforce integration.

First steps

Before creating Marketo Engage data feed metrics, you need to:

• Set up Klipfolio as a LaunchPoint service (you will only need to do this once)
• Create static lists in Marketo Engage

Setting up Klipfolio as a LaunchPoint service

You will only need to complete this task once in order to create your LaunchPoint Client ID and LaunchPoint Client Secret. These two values are required each time you create a Marketo Engage data feed in PowerMetrics.

1. In Marketo Engage, go to Admin tool.
2. Click the LaunchPoint icon.
3. Click the New Service option.
4. Fill out the options: At Display Name, enter Klipfolio. At Service, select Custom. Add a helpful Description. Select your chosed API Only User (you create API Only Users ahead of time - Learn more).
This will create a Launchpoint Client ID and Client Secret.
You will need to refer to the ID and Secret each time you create a new Marketo Engage data source in PowerMetrics.

Creating static lists in Marketo Engage

Static Lists are containers within Marketo Engage that ‘house’ leads that have been assigned to that list. Unlike Smart Lists, Static Lists are not dynamic. Therefore, you will need to set up a program that controls when leads are added and removed from a Static List.

From an organizational perspective, it’s easier to create separate folders and programs to house lists categorically. For this example, we will use a program to house all lists that segment leads that were created today. Similarly, you could look at leads from different time periods or from a specific program.

Creating Marketo Engage data feed metrics

Every metric needs a data feed. As you create metrics, you’ll either create a new data feed or select one from your list of existing data feeds. Learn more about data feeds.

When you create Marketo Engage data feed metrics, you:

• Locate necessary information for your query
• Submit your query
  • Modify the query (optional)
  • Determine available field (optional)
• Use an existing data feed for your metric (if applicable)
• Refine the data in the data feed editor.
• Configure your metric.

Finding the necessary information for your query

When you enter your queries in PowerMetrics to retrieve data from Marketo Engage, you'll need to enter your LaunchPoint Client ID and Secret and your REST API Identity URL and REST Request URL. You may also need to enter a Unique ID for your static list.

Finding your LaunchPoint Client ID & LaunchPoint Client Secret

In Marketo Engage, navigate to the Admin section.
Select LaunchPoint from navigation menu.
Find Klipfolio under Installed Services. Click View Details.
The dialog that pops up will give you values for both the Launch Point Client ID and the LaunchPoint Client Secret. Copy these values to a location that is easily accessible.

Finding your REST API Identity URL and REST API Endpoint URL

In Marketo Engage, navigate to the Admin section.
Select Web Services from the navigation menu.
In the REST API section, you will find the values for both REST API Identity URL and the REST API Endpoint URL. Copy these values to a location that is easily accessible.

Finding the unique ID for your Static List

In Marketo Engage, navigate to the Marketing Activities section. Search for your Klipfolio folder. Select the static list you’d like to use in PowerMetrics.
To find the unique ID for your list, view the URL presented in your browser’s address bar. The ID will be the 4 numeric digits that are presented immediately after the letters ST. This value may appear as follows: https://app-ab11.marketo.com/#ST2172B2LA1
Copy this value to a location that is easily accessible.

Submitting your query in PowerMetrics

Now that you're set up and have all the information you need, you're ready to query your Marketo Engage data to bring it into PowerMetrics.

To submit a query in PowerMetrics:

1. Open PowerMetrics.
2. In the left navigation sidebar, click the + button beside Metrics and select See all services.
3. On the Where is your data? page, under Data Feed Services, select Adobe Marketo Engage.
4. Click +New data feed > Select Adobe Marketo Engage data.
5. On the Choose a pre-built or custom connection page, select a pre-built data source or click Create a custom Adobe Marketo Engage data source.
6. Fill in the LaunchPoint Client ID and LaunchPoint Client Secret fields.
7. At REST API Identity URL, replace <yourSubdomain> with your Adobe Marketo Engage subdomain.
8. At REST Request URL, replace <yourSubdomain> with your Adobe Marketo Engage subdomain and modify the URL so it appears similar to the following example:
   https://614-OQV-361.mktorest.com/rest/v1/list/1234/leads.json. Note: It’s important to modify the query to include the version information (v1/list), as well as to specify the unique ID of the list, the type of asset being called, and the format to return the data (1234/leads.json).
9. Add the appropriate fields to your query. For example,
   https://614-OQV-361.mktorest.com/rest/v1/list/2269/leads.json?fields=firstname,lastname,email,leadScore
10. Click Get data.
11. The request should return results within 60 seconds. By default, the list will return the following fields:
    • ID
    • updatedAT
    • lastName
    • email
    • createdAt
    • firstName
12. Ensure this is the data you're looking for. If you want to modify the query, follow the instructions in the following procedure. If you're happy with the data returned, click Continue. Next step - refine the data in the data feed editor.

Modifying the query (optional)

By modifying the request URL, you can retrieve additional information about lead records in your query. For instance, you may wish to retrieve data points such as Lead Source, Lead Score, Lifecycle Status, and other custom fields.

This section will detail how to set up the Request URL to accept additional fields, and how to determine what fields are available to your organization via the Marketo Engage API.

Setting the Request URL to accept additional fields

• After the text .json, add the following text:
  ?fields=
  This parameter will allow you to enter additional fields into the query.

Determining which fields are available to your organization (optional)

Each organization has its own list of unique Marketo Engage fields associated with lead records. Here’s how to retrieve that list and to add those fields to your URL request.

1. Navigate to the Admin section of Marketo Engage.
2. Select the Field Management option from the navigation menu.
3. Click the Export Field Names option in the Fields menu. You will download an Excel file with a list of all fields available.
4. Select values from the 1st column to modify your Request URL.
5. To build a custom Request URL, append fields to the URL in the following format: ?fields=leadSource,leadScore,email,inferredCountry
6. Submit the query.

Adding metrics using an existing Marketo Engage data feed

The instructions above describe creating a new data feed for your Marketo Engage metric. If you have an existing data feed you want to use:

1. In the left navigation sidebar, click Data Feeds.
2. In your list of Data Feeds, select the one you want to use for your metric.
3. Click the Metrics tab in the right-side pane.
4. Click +Add metric and proceed to Configuring your metric.

Refining data in the data feed editor

You’ve arrived in the data feed editor where you can choose to either accept the automatic settings or make changes.

If you’re happy with the automatic settings:

• Click Save data feed and proceed to Configuring your metric.

If you want to make changes:

• Marketo Engage returns data in a JSON format. The method for refining and editing JSON source data is slightly different than when dealing with source data that’s already in a tabular format. Learn how to refine and edit JSON source data feeds.
• Some common adjustments include changing the data format or names for columns, updating the data feed name, and combining columns using formulas - there are many customization options available.
• If you want to adjust the original query, click the tile under Data service.
• When you’re finished editing the data feed, click Save data feed and proceed to Configuring your metric.

Note: After you’re finished creating a metric with this data feed, you can return to it and use it to make more data feed metrics. In the left navigation sidebar, click Data Feeds. Select the desired data feed from the list and click +Add metric.

Configuring your metric

When you configure a data feed metric, you select the measure and dimensions from the data feed to include in the metric and choose settings that determine how the data will be visualized. Go here for detailed instructions on configuring your metric.

Next steps – Interacting with your data

Now that you're connected and have some metrics, it's time to start learning from your data and tracking your progress.

Here are a few suggestions for interacting with your data:

• View your data from multiple perspectives in the metric overview page.
• Organize your account by certifying metrics and applying asset tags to metrics, dashboards, and data feeds.
• Investigate and analyze your data in Explorer.
• Get contextual answers to your questions with the PowerMetrics AI Assistant.
• Gather your metrics onto dashboards and share them with your colleagues.
• Add goals to your metrics to help track their progress.