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Using the FunnelEnvy Visitor Id with Marketo to associate offline conversions with variations
Using the FunnelEnvy Visitor Id with Marketo to associate offline conversions with variations

By storing FunnelEnvy's visitor id in a custom Marketo field we can associate visitors and variations with offline conversions.

Arun Sivashankaran avatar
Written by Arun Sivashankaran
Updated over a week ago

FunnelEnvy can track offline conversions from Marketo, such as Marketing Qualified Leads (MQLs) as Goals and associate them with variations the visitor sees. This is accomplished with a Marketo webhook as described here:

To be able to associate the offline conversion with a visitor to the website you can store the FunnelEnvy Visitor Id as a custom associated with your Marketo leads and then send that back to FunnelEnvy in the Marketo webhook.

To set this up correctly you'll need to:

  1. Create a custom field in the Marketo lead database to store the FunnelEnvy Visitor Id

  2. Update lead forms with hidden fields to capture the FunnelEnvy Visitor Id from the cookie

  3. Update the Marketo webhook to include the FunnelEnvy Visitor Id as a parameter

Create a Custom Field in the Marketo Lead Database

In the Marketo Lead Database create a new custom field. It should be of type "String". For the field name we recommend "FunnelEnvy Visitor Id", though you can use any name as long as you refer to it when setting up the hidden form field in the subsequent step.

Visit the Marketo Documentation on creating custom fields for more information.

Updating lead forms to capture the FunnelEnvy Visitor Id

Note: If you have a lot of forms on your site, this step may be quite burdensome. In those cases, we do have a fallback option allowing the fields to be adding via frontend JavaScript. Please speak with your FunnelEnvy account representative to explore this option.

In this step you will create a hidden field in your lead capture forms to send the value of the FunnelEnvy Visitor Id to the Marketo custom field you setup in the previous step. The FunnelEnvy visitor id is stored as the value of the cookie _fe_bvid on pages where the FunnelEnvy Javascript snippet is active.

If you're using Marketo forms go into design studio to edit your forms. Create a new hidden field value using the custom field you created in the previous step:

To populate the hidden field in your forms configure the Autofill settings to use the cookie _fe_bvid as shown in the following screenshot:

Once you've saved the form the custom field should populate automatically with the FunnelEnvy Visitor id when lead capture forms are submitted to Marketo.

For more information please refer to the Marketo documentation on setting a hidden form field value.

Update the Marketo Webhook

The last step is to send the FunnelEnvy Visitor Id as a parameter with a webhook from Marketo. This assumes that you've configured your webhook for offline conversion goals as documented here:

In Makreto Admin, find the webhook and edit the URL to append the parameter bvid with your custom parameter.

The final URL will look something like this (note that this will vary based on your specific organization and goal settings:{{system.munchkinId:default=null}}&leadId={{lead.Id:default=null}}&bvid={{FunnelEnvy Visitor Id:default=null}}

That's it! Once saved the FunnelEnvy Visitor Id will be captured in your Marketo lead database and sent to us to accurately process offline conversions from Marketo.

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