Get attribution right
from day one — and
make it actually usable
Most Marketo Measure implementations end with data no one trusts. Attributa builds it to match how your business actually operates — so your team uses it from the moment it goes live.
What is Marketo Measure?
Formerly known as Bizible — now part of the Adobe Marketo Engage family.
Where most analytics tools tell you which channels generated traffic or leads, Marketo Measure tells you which channels, campaigns, and content actually generated pipeline and revenue. It does this by tracking touchpoints across your website, paid ads, email, events, and CRM activities — then applying an attribution model to distribute revenue credit across them.
For B2B marketing teams running on Adobe Marketo Engage and Salesforce, Marketo Measure is the attribution layer that makes the rest of the stack measurable. Without it, you can see that a deal closed — but not which marketing activities contributed, or in what proportion. With it, every dollar of spend can be traced forward to pipeline and revenue.
Who needs Marketo Measure implementation?
Marketo Measure is purpose-built for B2B marketing teams that run on Salesforce and need to understand which marketing activities are driving pipeline and revenue — not just leads. It's the right fit if your organisation matches most of the following profile.
Stack
You run Salesforce as your CRM and Marketo Engage as your marketing automation platform.
Sales cycle
Your deals involve multiple stakeholders and a sales cycle longer than 30 days.
Budget
Your marketing budget is large enough that misattribution has real financial consequences — typically $500K or more in annual spend.
Reporting needs
Your marketing team needs to report on pipeline contribution and revenue influence, not just lead volume.
Channel mix
You run multiple channels — paid search, paid social, email, events, and content — and need to understand their relative contribution to revenue.
Current state
Your current attribution is last-touch or first-touch only, and you know it's not telling the full story.
Not the right fit for every company. If you're pre-Salesforce, running a short B2C sales cycle, or at an early stage where simplicity matters more than attribution granularity, there are better options. Attributa will tell you honestly if Marketo Measure is right for your situation — and recommend an alternative if it's not.
How the Attributa implementation process works
A standard Marketo Measure implementation with Attributa takes 6 to 10 weeks from kickoff to validated, live attribution data. The timeline depends on your Salesforce environment complexity, the number of ad platforms to integrate, and whether a sandbox environment is included.
Discovery & Scoping
Week 1Before writing a line of configuration, we conduct a structured discovery session to understand your tech stack, CRM architecture, campaign structure, lead lifecycle, and reporting requirements. We document your current attribution state, identify known data quality issues, and confirm which Marketo Measure tier and configuration approach is right for your environment.
✦ Output: written scoping document and implementation planTechnical Implementation
Weeks 2–4We install and configure Marketo Measure in your Salesforce and Marketo Engage environments. This includes:
- Marketo Measure package installation in Salesforce (production and/or sandbox)
- JavaScript snippet deployment across your website for touchpoint tracking
- Ad platform integrations: Google Ads, LinkedIn Ads, Facebook Ads, and any other active paid channels
- Marketo Engage program and campaign mapping to Marketo Measure channels
- Domain configuration, user permissions, and CRM field mapping
- Marketo Measure Boomerang or activity touchpoint configuration if applicable
Configuration & Alignment
Weeks 3–5With data flowing, we configure Marketo Measure to reflect how your business actually operates — not how the default settings assume it does. This is where most self-managed implementations break down. We configure:
- Channel and sub-channel mapping aligned to your actual campaign taxonomy
- Touchpoint suppression rules to remove noise (internal traffic, unqualified sources)
- Attribution model selection and stage mapping aligned to your revenue lifecycle
- Marketing spend integration for ROI and cost-per-pipeline reporting
- Segmentation setup for account-based marketing (ABM) and territory reporting
Validation & Quality Assurance
Weeks 5–7We do not hand over a live system without validating the data end-to-end. Our QA process includes touchpoint verification across all configured channels, attribution model accuracy checks against known historical deals, Salesforce report validation, and Discover dashboard review. We fix any discrepancies before training begins.
✦ Output: written QA summary documenting what was tested and confirmedEnablement & Handover
Weeks 7–10A Marketo Measure implementation is only valuable if your team can use it. We deliver a structured enablement session covering the Discover reporting interface, Salesforce attribution reports, common interpretation questions, and how to handle future campaign additions. We also provide written documentation of your configuration so any future administrator can understand what was built and why.
✦ Output: written configuration documentation + recorded enablement sessionWhat is included at each pricing tier
Tier 1
Standard implementation covering a single Salesforce org, up to 4 ad platform integrations, standard channel mapping, and one enablement session. Best for teams with a straightforward CRM structure and moderate campaign volume.
Tier 2
Full-complexity implementation covering custom lifecycle stages, advanced touchpoint configuration, Marketo Engage program mapping, spend integration, and extended QA. Best for teams with customised Salesforce orgs, ABM programs, or multi-brand environments.
Platforms and integrations we work with
Marketo Measure sits at the centre of your marketing technology stack. A successful implementation requires expertise in every platform it touches. Attributa works across all of the following.
Build attribution you can actually trust
Most Marketo Measure implementations fail quietly — data flows, but no one trusts it. Attributa builds it right the first time, so your team uses it from day one.
Not sure if you're ready? The assessment is free, takes 30 minutes, and comes with a written findings summary.