What Reporting Options Does Marketo Offer?
Understand how to use Marketo’s native analytics, advanced attribution, and lifecycle reporting to prove impact—from email and program performance to pipeline and revenue. Learn where Performance Insights, Advanced Report Builder (Revenue Explorer), Attribution, and Marketo Measure fit.
Marketo provides channel/program analytics (Program Performance, Email & Landing Page reports, Email Insights), funnel & lifecycle views (Lifecycle/Revenue Stage models, conversion and velocity), and attribution (multi-touch via Marketo Measure/Bizible or native attribution). For deeper slicing, use Performance Insights for dashboards and Advanced Report Builder (Revenue Explorer) for ad-hoc pivoting by segment, time, asset, and stage.
Marketo Reporting at a Glance
When to Use Which Marketo Report
Use this sequence to pick the right view, accelerate insights, and align stakeholders on one source of truth.
Question → Report → Why it Helps
- “Which programs worked this quarter?” → Program Performance / Performance Insights. Roll up successes, CPL, and pipeline influenced by channel.
- “Are emails trending up?” → Email Insights. Compare subject, audience, device and time trends with cohort filters.
- “Where do leads stall?” → Lifecycle/Revenue Stage. Find conversion/velocity bottlenecks between MQL → SAL → SQL → Closed.
- “What actually drives pipeline?” → Attribution / Marketo Measure. Multi-touch across ad, web, event, and sales touchpoints.
- “I need a custom slice.” → Advanced Report Builder. Pivot by segment, product, region, and date to answer ad-hoc questions.
- “What about landing pages and forms?” → Landing Page & Form reports. See conversion rates and optimize offer friction.
- “Can we share dashboards?” → Performance Insights. Executive-ready tiles with filters by timeframe and segment.
Marketo Reporting Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Channel Taxonomy & Costs | Inconsistent tags, missing costs | Governed channel tags and program naming; costs loaded monthly | Marketing Ops | Cost/Success, ROMI |
| Email Measurement | Opens/clicks only | Engagement cohorts, deliverability health, audience/offer testing | Campaign Ops | CTR, CTOR, Inbox Placement |
| Lifecycle & SLAs | Undefined stages | Modeled stages with conversion & velocity, routed with SLAs | RevOps | Stage Conversion, Days-in-Stage |
| Attribution | Last-touch narratives | Multi-touch models with Marketo Measure; ad & offline included | Analytics/RevOps | Pipeline/Revenue Influenced |
| Dashboards & Sharing | Manual spreadsheets | Performance Insights for exec dashboards and recurring reviews | Marketing Ops | Time-to-Insight, Data Adoption |
| Ad-Hoc Analysis | One-off exports | Advanced Report Builder pivots for product/region/segment | Analyst | Decision Cycle Time |
Client Snapshot: From Opens to Opportunities
By standardizing channel taxonomy, enabling Email Insights cohorts, and implementing multi-touch attribution, a B2B SaaS team replaced last-touch reporting with revenue-grade dashboards—pinpointing programs with highest opportunity creation and reallocating spend within two quarters. Explore results: Comcast Business · Broadridge
Pair Marketo analytics with RM6™ governance and The Loop™ to align channels, lifecycle stages, and attribution to growth.
Frequently Asked Questions about Marketo Reporting
Turn Marketo Data into Decisions
We’ll configure taxonomy, lifecycle, dashboards, and attribution so you can forecast with confidence and prove impact to the business.
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