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High-level Use Cases Visitors fill out Marketo Forms to download white papers, subscribe to newsletter, request trials or services, etc.: Use a generic and consistent method to track successful form submissions - which, in some cases, don’t end up with a “thank you” page. Once the lead is received, various rules and human intervention are required to qualify the lead and either reject it, proceed to enable a trial, or initiate the sales & billing process after discussing with the client: Track key events affecting the lead, such as a status change – and enable “post back” to Google Analytics using events or ecommerce transactions. Solution Outline The Marketo Forms 2.0 onSuccess() handler can be used to trigger a Google Tag Manager custom event, and from there, track the “thank you” as a Google Analytics virtual page view or event; A hidden form field can hold the Google Analytics Client ID. Whenever Marketo receives a lead, a Webhook uses the Google Analytics Measurement Protocol to register an event against Google Analytics; Any relevant workflow can be modified to include a Webhook to log a Google Analytics event with updated status and other relevant information, or even an ecommerce transaction with all the details; For cases where a lead is generated using the Marketo REST API, the concept can still be applied successfully Metrics & Analysis Through this implementation, you will gain the following metrics and unlock new analysis capabilities: Events or virtual page views for successfully submitted leads; Ability to track leads as goals and visualize their conversion funnels; A custom dimension to track the specific form ID being used; A custom dimension to track the user-level Marketo lead id; Offline conversion and ecommerce tracking; Ability to optimize your marketing & retargeting based on specific user behavior. Track Marketo Form Submission in Google Analytics When creating your Marketo form you can elect to have a “Thank You Page” or create a more sophisticated workflow. By default, the user is just presented with a notice in an overlay. The technique presented here leverage the Marketo Forms 2.0 API in order to have a generic and consistent method of tracking successful forms submissions. Following those simple steps will allow you to track a virtual page view or an event in Google Analytics. Google Tag Manager (GTM) is the preferred method of deploying and managing Google Analytics (GA) tags and demonstrated throughout this document.