Avoid errors and improve data quality in Adobe Marketo

Adobe Marketo is a leading platform for marketing automation, nurturing, and lead scoring — but its performance is only as reliable as the data that feeds it. From website behaviors to campaign interactions, even minor tracking inconsistencies can lead to mis-scored leads, broken workflows, and misleading reports. Trackingplan helps you safeguard your Marketo setup by continuously monitoring the data that fuels your automation logic. Without needing access to Marketo itself, it automatically checks for tracking errors, validates campaign tagging, and ensures that lead behaviors are properly captured across all channels and devices.
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COMMON PROBLEMS

Most common mistakes when using Adobe Marketo

Broken Lead Scoring Due to Incomplete Events

Challenge: Key actions like demo requests or pricing page visits are not tracked or sent with the correct parameters.

Impact: Leads receive incorrect scores, resulting in mistimed follow-ups or lost opportunities.

Inconsistent UTM Tracking in Campaigns

Challenge: Email and ad links use inconsistent or mistyped UTM parameters.

Impact: Breaks attribution chains and fragments campaign performance insights in Marketo and CRM tools.

Untracked Form Submissions

Challenge: Custom forms or SPA frameworks fail to send submission events correctly.

Impact: Leads are not created in Marketo, stalling workflows and nurturing sequences.

Silent Tracking Failures After Site Changes

Challenge: Website or tag manager updates break event tracking without triggering any alerts.

Impact: Data goes missing silently for weeks, compromising lead capture and campaign effectiveness.

Misaligned Web and CRM Data

Challenge: Differences in tracked user behavior vs. CRM records lead to mismatched segments.

Impact: Poor targeting, duplicated efforts, and lost marketing efficiency.

Real-time Monitoring of Key Events

Track important behaviors like form fills, content downloads, and page visits — and know instantly when something breaks.

Automated UTM and Campaign Validation

Catch inconsistencies or missing UTMs before they skew your attribution logic.

Form Submission Health Checks

Ensure all forms — even those in dynamic frameworks — correctly trigger events and populate lead profiles.

Cross-Tool Data Integrity

Validate that your tracked events align with what’s expected in Marketo, GA4, and your CRM — all without direct access to those tools.

HOW TRACKINGPLAN HELPS

How Trackingplan solves your problems with Adobe Marketo

Trackingplan ensures every tracked user interaction makes it to your Marketo programs — cleanly, consistently, and without error.
Support

Frequently asked questions about Adobe Marketo

Why is my lead scoring in Marketo unreliable?

Lead scores often depend on user interactions like form submissions, downloads, or clicks. If any of those events are missing or not firing correctly, scoring models become inaccurate. Trackingplan validates each trigger and alerts you to any tracking gaps—ensuring your lead scoring logic is fed with reliable data.

Why do my campaigns show inconsistent attribution?

Trackingplan ensures that UTM parameters are captured and structured correctly across all your sources, avoiding issues like missing mediums, campaign names, or overwritten values. This ensures Marketo attribution logic works as expected and reflects the true origin of your leads.

Can Trackingplan detect tracking drops after a site update?

Yes. Trackingplan monitors your entire tracking setup continuously and immediately flags when important events disappear—even after a silent update or code release. This helps you catch tracking failures that would otherwise go unnoticed until it’s too late.

Does Trackingplan require access to my Adobe Marketo account?

No. Trackingplan works independently by monitoring your data collection layer—whether web or app—without accessing Marketo directly. This allows for faster onboarding, greater security, and full compliance with internal access policies.

Still have questions?

Can’t find the answer you’re looking for? Chat to our support team.

Our results in numbers

Achieve more by getting rid of manual processes and validations

From weeks to hours

Reduction of measurement error resolution time

90%

Hours saved per month per FTE

30h

Reduction in data errors in reports

80%

Improvement in campaign performance

15%

Efficiency increase in marketing automation

25%

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Deliver trusted insights without wasting time on manual audits

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Real-time alerts to stay in the loop about any errors or changes in your analytics, pixels, and campaign tagging
See everything. Miss nothing. Let automation flag issues before they cost you.
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