When it comes to great scientists, you may think of Aristotle or Einstein. And when it comes to marketing automation and website tracking, perhaps the likes of Marketo and Google Analytics come to mind. However, in theory, if you were to put Aristotle and Einstein together in the same room, they might not accomplish much together without speaking the same language.
The same can be said for Google Analytics and Marketo.
Limitations of Using Google Analytics With Marketo
While Google Analytics could be considered the most widely known web analytics tool, their type of tracked data often does not mesh well with other platforms.
Marketo focuses on marketing events and de-anonymizing transactional data. Such as, who is this email going out to and who visited your home page?
Contrarily, Google Analytics is the complete opposite. By specifically focusing on sessions, devices, and browsers, GA’s policy to keep their data anonymous is by design.
Needless to say, trying to combine this data is not easy nor particularly feasible. There are no easy out-of-the-box integrations for these two platforms to share meaningful data.
The solution? Find a website tracking platform that speaks the same language.
One alternative tool to replace Google Analytics on your site is Woopra. Woopra not only speaks the same language, but also easily integrates with Marketo with a few clicks of a button.
Focusing on individual users, which you could identify by email, name, or other identifying information, Woopra’s approach is to understand the complete user journey for each visitor to your site.
From the first email that goes out to browsing your site, getting a demo, then finally buying your product, Woopra gives you the insight to make the best well informed, data-driven decisions.