The main Marketo integration sends the lead collected by your Instapage form to your Marketo list, but it does not associate it with the specific web traffic, and all web data (pages views, dates visited, URL paths, and more) is lost.
In order to associate the lead with the respective web data, Marketo works with its own pixel called Munchkin. There are several ways in which you can implement Munchkin on your pages in order to start collecting the web data corresponding to your leads.
1. Our direct integration
You can use our direct integration to apply this to all of the pages in a workspace.
On the menu on the left side of the dashboard, click on the name of the workspace you want, Workspace Settings - Integrations, and select the Marketo Munchkin card to expand it.
When you expand the card, you will see this screen where you can place your Asynchronous Munchkin tracking code from the same Marketo account that you already have connected.
After adding your code, it will look something like this:
By clicking on the Connect button, the Munchkin tracking code will be added to all of your pages on that workspace.
To disconnect the integration, expand the card and click on the Disconnect button, then confirm the action by typing DISCONNECT in the field that appears.
2. Adding Munchkin through Google Tag Manager
If you don't already have GTM connected with Instapage, you can check out our instructional article here.
In order to add the Munchkin script on your pages, navigate to your Google Tag Manager account and add this code, including your Munchkin code in the indicated section:
To achieve this, you will need to select Custom HTML within GTM and add the code provided above, with your Munchkin code included in the indicated section, then save. Now, for all of the pages that you have GTM implemented on, your leads will have their web data associated inside Marketo.
Marketo Munchkin and GDPR
IMPORTANT: Since Munchkin will place a tracking cookie into the visitor's browser, to make sure your pages are GDPR compliant you will have to implement the Cookie Bar according to this article: Blocking Loading Cookies from Tracking Scripts. If the cookie bar is active Munchkin will not fire unless the visitor accepts the cookies.
If you have implemented Marketo Munchkin through our direct integration, it's enough to simply turn the cookie bar ON. However, if you have implemented it through custom code you will need to wrap the Munchkin code in the GDPR function as explained at the bottom of the article above, then turn the cookie bar ON.
Note that if you have implemented Munchkin through the second option in the article and it has been applied to all of the pages within a workspace: A visitor that lands on a page without a form and accepts cookies will be tracked as a "Marketo Unknown Lead" until he submits a form on one of your pages that are tracked.
Please note that, currently, Marketo Munchkin has a problem with tracking data across different subdomains of a 2 letter country domain. You can check with Marketo when this bug will be fixed.
It works though if the visits are made on the same subdomain of the 2 letter country domain.