Recently, Adobe announced its Release Notes for September/Q4, and we’re here to cover the highlights!

What’s being added?

 

Keyword ROI Board

For users of the existing ROI Board, you might have wanted more granular drill-downs for your campaign, and keyword data. The Keyword ROI looks to solve for this. Now you can look into the following metrics at the campaign and keyword level:

• Cost Amount
• New Leads
• Cost Per Lead
• New Opportunities
• Cost per Opportunity
• Unrealized Pipeline Revenue
• Attributed Revenue Amount
• Realized Attributed Revenue Amount
• Simple ROI
• Realized ROI

Make sure to familiarize yourself with the difference between Simple and Realized ROI before beginning to pull reports. 

Tip: Immediately add a filter for Channel = Paid Search. This is not added by default and can cause some confusion with overall cost, revenue, and other metrics on the board without this filter applied. 

 

New Session Channel Carryover Behavior & Social sign-ups/ins

Who this benefits:

• All Marketo Measure customers

Background:

Previously, when a site visitor sat idle on your site for 30 minutes or more, the session would expire. What that means is that if someone came back after 30+ minutes of inactivity, their next actions on your site would qualify as a new session, essentially separating whatever they did next to how they got to the site in the first place. This can lead to “session breaks” and missed data. 

With this new release, you now have the option to have those sessions merged. Once this feature bit (located in Everytouch Attribution section of Settings), the channel information from the initial/previous session carries over, as long as the new session starts within a week (7 days) of the initial inactivity. It’s important to know that this merging of sessions will only occur for direct visits. This ensures that any true new session to the site would not get misattributed or connected to the previous session. 

This feature also includes integrations with Google, Apple, and Microsoft sign-in/sign-up functionality. Previously, if you had a “Sign up with Google” button on your site, that path would likely lead to split sessions, since the user validation likely would be navigating the person away from your site (ie. example.com → accounts.google.com (for sign-up) → example.com). With the new functionality, the true source of the action is tied to the form fill, without worry of credit going to the social platform driving the sign-up/sign-in. 

Again, all you need to do for enabling this is by navifating to My Account > Settings > Everytouch Attribution. From there, flip the ‘Session Channel Carryover’ feature on, and Save just below!

Enhanced Segmentation Capabilities

• Who this benefits:
  • All Marketo Measure customers

A big part of this release is that you now have the ability to add Campaign and Campaign Member fields as segments, which can improve reporting in both Salesforce and Discover. 

If you’re unfamiliar with segments/segmentation, think of these as CRM filters applied to Marketo Measure Discover. They help you get more granular about the data set you’re looking at in many of the Discover boards. Historically, these segments have been limited to being based on just leads, contacts, accounts and opportunities. 

With the recent release, we can now pull in Campaign/Campaign Member fields, which means now you can filter that data based on attributes that live on those objects. In addition to getting more granular Discover data, the segments also come over to CRM on a concatenated field that lives on the Bizible Touchpoint and Bizible Attribution Touchpoint objects. 

So… long story short, you can now build reports filtered by/grouped by values on the Campaign/Campaign Member objects. Why would this matter? Maybe there’s some information on those objects you want to pull in! Here are just a few examples of possible use cases:

• Dynamically populating UTM values from the Campaign Member onto the BT/BAT to understand historical channel data (pre-Bizible JS Implementation) more effectively (Pull in UTM_Source/Medium/Campaign fields from Campaign Member)
• Populate the related SFDC Campaign’s Actual Cost – by doing this, you could categorize offline campaign costs something like this:
  • $1-$500: Low cost
  • $501-$5,000: Middle cost
  • $5001+: High cost
  • Now, in SFDC and in Discover, you can filter by relative cost amount for offline campaigns! 
• Pull in Campaign Member status – understand results of a campaign by different status (ie. Booth Scan vs. Attended vs. Spoke with Rep)
• Pull in Campaign Product (if your team has a motion where campaigns target specific products within your GTM marketing strategy)
• Indication if a campaign member status is an “auto-qualifier” – (ie. operational campaigns tied to lead scoring/lead lifecycle)

So – here’s a disclaimer. Yes, these values can be dynamically parsed from the Campaign/CM objects onto the Segment field. However, they will populate on the segment field, which is concatenated. Here’s how this might look:

Segment 1: Opportunity Type // Value 1: New Business

Segment 2: Campaign Cost // Value: 10000

Segment 3: Campaign Member Status // Value: Attended

Segment field on BT/BAT value: Opportunity Type.New Business; Campaign Cost.10000; Campaign Member Status.Attended

As you can see, all segments are presented in a string. This means that custom work is required to extract each individual segment onto a custom field(s). This is possible with the help of your SFDC admin. 

Once you’re aligned on what fields you want to extract and what their API names are, the steps to dynamically populate segments looks like this:

1. Add new Category:

2. Enter Category Name: (this should be the segment name – ie. Campaign Member Status; Actual Cost, etc.):

3. Add new segment – you only need one if you’re planning on populating dynamically, and it will look something like this:

Basically, this setup tells Marketo Measure to dynamically populate the Campaign Member Status segment with whatever that value is in SFDC and only to do that for offline touchpoints (status is not null.)

4. Add others, save & process! 

5. QA/Validate (system can take 24-48 hours to process)

So, what do you think? Can you think of any additional use cases for this new feature? 

 

Error Handling Setting (CRM Export Errors)

• Who this benefits:
  • All Marketo Measure Customers 

As you might know by now, Adobe has taken steps to improve the visibility and impact of export-related errors from within the App. 

Starting October 1, 2024, if you encounter an export error, the export job will stop progressing and will remain on the record where the error occurred, until the issue is resolved. The idea behind this is that this can help improve visibility on export errors and highlights areas where you’d expect to see incomplete data. 

However, the impact of halting entire export jobs can severely impact reporting, and a lot of the time, the fix (e.g., excluding connected user from all validation rules, allowing user to have ‘Modify All’ permissions, etc. ) can take time to get approvals and implement. 

Understanding this, the Adobe team introduced a feature bit that controls whether or not an error actually halts that entire export job. This can be accessed via the ‘General’ Tab under CRM in Settings: 

If you decide to disable this feature, a warning popup will notify you that it could result in data inconsistencies. This is true, as if Marketo Measure cannot push data to a record, you could be missing out on a completely accurate data set. 

We highly recommend reviewing Adobe’s documentation on the feature bit along with an analysis of which errors are being surfaced in the first place and trying to resolve those. 

If you have any questions on these releases and how to approach them, please feel free to reach out to info@attributa.io, stop by our office hours by emailing mmofficehours@attributa.io, or join our Attribution Nation Linkedin Group!