Optimize for non-Webflow sites

Integrate with Marketo

Updated

Learn how to integrate Marketo with Optimize.

Integrating Optimize with Marketo lets you import your contact lead info to unlock more focused audience targeting and granular reporting capabilities. You can also track forms as Optimize goals so that you can report on and optimize for form submissions.

How to create a new role in Marketo

You’ll first need to create a new role in Marketo, which contains the read-only permissions that Optimize needs to import and sync data. Start in your Marketo dashboard:

  1. Go to Admin > Security
  2. Click Users & Roles
  3. Open the Roles tab
  4. Click New Role
  5. Enter a name and description (e.g., Role Name: Webflow Optimize Role; Description: API Access)
  6. Click the plus icon in Permissions and select: Read-Only Activity, Read-Only Activity Metadata, Read-Only Assets, Read-Only Lead (Person)
  7. Click Create

How to create a new "API Only" user in Marketo

Then, you’ll assign a new "API Only" user to the role you made in the previous step.

Note

The email address below is only used to differentiate the user. No communication is ever sent to it, so you can use a fake email address if you want.

  1. Go to Admin > Security
  2. Click Users & Roles
  3. Open the Users tab
  4. Click Invite New User
  5. Enter info (e.g., Email: api.user@webflow.com; First Name: API; Last Name: User; Reason: Webflow Optimize User)
  6. Enter Never in Access Expires
  7. Click Next
  8. Select the custom role you created
  9. Choose API Only
  10. Click Next
  11. Click Send (no email invite will be sent)

How to create a new service in Marketo

Next, create a service and add the new "API Only" user to it. This generates the Client ID and Client Secret used to authorize Optimize.

  1. Go to Admin > Integrations
  2. Click LaunchPoint
  3. Click New
  4. Choose New Service
  5. Enter required values in fields (e.g., Display Name: Webflow Optimize Integration; Service: Custom; Description: Service to allow Webflow access; API Only User: api.user@webflow.com)
  6. Click Create
  7. Click View Details
  8. Copy the Client ID and Client Secret

How to get your Munchkin ID in Marketo

The Munchkin ID is Marketo’s custom JavaScript tracking code. You’ll need it to add to Optimize.

  1. Go to Admin > Integration
  2. Click Munchkin
  3. Copy your Munchkin Account ID

How to add your Marketo authentication info to Optimize

To authorize the connection, enter your Munchkin ID, Client ID, and Client Secret in your Optimize site settings.

Open your Optimize site in Webflow, then:

  1. Click Account settings in the Navigation panel
  2. Go to Integrations > Marketo
  3. Click Set up
  4. Enter your Munchkin ID, Client ID, and Client Secret
  5. Click Save

How to troubleshoot authentication errors:

Errors are often caused by invisible characters (e.g., HTML formatting). Use a plain text editor to sanitize the credentials. Invisible characters won't paste into plain text editors, because these apps don't support formatted text.

  1. Paste the credentials into Notepad (Windows) or TextEdit (Mac)
  2. Remove any extra spaces you see — there may not be any
  3. Re-copy the credentials — this version contains no hidden characters
  4. Paste the credentials into Optimize's setup fields and try to reauthenticate

How to import Marketo fields and lists in Optimize

Note

Fields with certain personal identifying information (PII), like date of birth or phone number, can’t be imported.

Lists hold lead groups, fields contain data like email. Static lists import automatically, and you can import up to 50 smart lists.

Open your Optimize site in Webflow, then:

  1. Click Account settings in the Navigation panel
  2. Go to Integrations > Marketo
  3. Click Import Settings
  4. Click Import or Edit to manage fields or lists
  5. Click Save

This starts the import process — it may take up to 30 minutes.

About the import and sync process

When you initiate the integration, Optimize imports the last 90 days of "active" contact data — i.e., the contact was emailed, visited your site, filled out a form, or had an "interesting moment" within the last 90 days. If you later change which fields are imported, the latest 90 days of active contact data syncs.

A new sync occurs:

  • When you first integrate Marketo
  • When you change synced fields or lists
  • When you click Sync Now from the Marketo integration settings
  • Daily at 1:00 AM PDT

Incremental syncing:

After the initial integration, subsequent syncs are incremental. Optimize only imports new or updated Marketo data related to what you've chosen to import. This method cuts down on the amount of data that is being exported from Marketo to help mitigate the chances of you hitting Marketo's daily limit.

How to troubleshoot the error: "Sync failed: updatedAt filter and/or SSI not enabled"

Your Marketo subscription must support:

If either is disabled, contact Marketo Support to enable both features.

How to track form submissions

Import up to 20 Marketo forms to add submissions from each form as a goal for reporting and optimization purposes. You can track submissions as a local goal or an account goal.

Open your Optimize site in Webflow, then:

  1. Click Account settings in the Navigation panel
  2. Go to Integrations > Marketo
  3. Click Select the forms to track
  4. Choose the forms you want to track
  5. Choose Use as account goal to track submissions as an account goal
  6. Enter a Conversion value if your account is configured to track value
  7. Click Save

If you choose not to create an account goal, a goal event is created for you to use in a local custom goal.

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