PathFactory-Marketo Integration

Contents

Summary

To get the most out of Marketo and PathFactory, you’ll need to set up Marketo’s API. The API allows you to send page view data from PathFactory directly to Marketo. It also helps with visitor identification in certain scenarios.

Once the API is set up, you can set up additional features, such as the form submission API and custom object integration.

Note

If you want to export all available PathFactory data to a data warehouse, PathFactory offers the ability to create Public API keys.

Warning

Marketo has a Daily Quota for the number of API calls that can be made to Marketo. The setup below will result in API calls being initiated each time a visitor engages with a PathFactory asset.

Prerequisite

In order for the Marketo API Integration to work successfully in PathFactory you must have a custom subdomain. That is, your PathFactory content tracks must live at a subdomain like example.yourcompany.com (not company.pathfactory.com).

The Marketo API uses the Marketo Munchkin cookie to track visitors’ engagement on PathFactory tracks. The Munchkin cookie is a first-party cookie, which means it will only serve its intended purpose (to track visitor behaviour) if the domain it belongs to matches the domain where it is being dropped. Since the Munchkin cookie is being dropped on your PathFactory content tracks we need that domain to match the domain of your Marketo instance. This is why we require that customers using the Marketo API have a PathFactory custom subdomain. Marketo’s documentation describes this in more detail.

Set up Marketo API

This section outlines the steps needed to set up the Marketo API connection between PathFactory and Marketo:

Create a LaunchPoint service.
Enable Munchkin.
Connect PathFactory to your Marketo account.

Step 1: Create a LaunchPoint service

In Marketo, create a dedicated API only user, if you do not have one already.

Note
This is different from your Marketo user/email address.

Marketo api user window
Create a new LaunchPoint service. Select Custom for the service Type.
LaunchPoint service view
From the list of LaunchPoint services, go to “View Details” for your newly created service.
LaunchPoint service details
Make note of the LaunchPoint Client ID and Client Secret values. You’ll need these values in a later step.
Marketo client ID

Step 2: Enable Munchkin

In Marketo, navigate to Admin Settings > Integration > Munchkin.
Marketo munchkin
Tracking Code: Note the Munchkin Account ID value. You’ll need this value in a later step.
Munchkin account info
API Configuration: Click Edit and ensure that “Enable Munchkin API” is selected.
API key field
Lead Tracking (Optional): Whatever settings you have here (based on your company’s website visitor tracking policy, if any) will apply to the tracking of your PathFactory engagement data in leads’ browsers.
Tracking preferences

Step 3: Connect PathFactory to your Marketo account

You must have administrative privileges for your PathFactory instance to complete this step.

Log in to your PathFactory account.
In the top right, select your user name menu and select Organization Settings.
Select Marketo Account on the left menu, enter the Client ID, Client Secret and Munchkin ID values you retrieved earlier and click Save.
Marketo account information retrieval
You should see a confirmation message when the credentials are authenticated successfully.