How to Properly Honor No-Tracking Requests in Marketo

When users opt out of tracking, it’s crucial to ensure their request is fully respected—not just in form submissions but across all tracking touchpoints in Marketo. Simply removing a tracking cookie during form submission isn’t enough. Here’s why and how you can truly honor a no-tracking request.

The Limits of Removing Cookies at Form Submission

You might think removing the tracking cookie at form submission is sufficient, but it’s only a partial fix. Consider this approach:

if (form.getValues().trackMe == "no") {
  form.setValues({ _mkt_trk: null });
}

While this prevents the tracking cookie from being stored at that moment, it does not prevent tracking from happening later. For example, if the user clicks on a tracked Marketo email link containing an mkt_tok, their session can still be associated with their profile. If you promise users “We will not track you,” you must ensure all tracking avenues are disabled—not just cookie-based tracking on forms.

Marketo-Wrapped Links: The Hidden Tracking Mechanism

Marketo’s tracked email links serve as a secondary tracking method beyond Munchkin cookies. If a known user clicks on a tracked link, their anonymous web session is linked to their profile, re-enabling tracking even if they opted out earlier. To genuinely honor their request, you must prevent tracking at all points, not just at the form level.

Fully Disabling Tracking: A Holistic Approach

To truly respect no-tracking requests, implement these key steps:

1. Delete Existing Munchkin Cookies

   • Clear any previously stored tracking cookies to ensure past browsing data isn't re-associated.

2. Prevent Munchkin from Reinitializing

   • Disable Munchkin.init for opted-out users to prevent the system from generating new tracking cookies.

3. Disable Tracked Email Links

   • Avoid sending emails containing mkt_tok-enabled links to users who have opted out of tracking. You can select the Disable tracking option while adding links to your emails.

4. Ensure Cross-Device Compliance

   • Implement no-tracking policies across all known devices and browsers associated with the user.

Beyond Compliance: A Trust-First Approach

Respecting no-tracking requests isn’t just about compliance—it’s about building trust. Users who opt out of tracking do so for a reason, whether privacy concerns, regulatory requirements, or personal preferences. By proactively ensuring their data isn’t collected in any way, you demonstrate transparency and respect, strengthening your brand’s credibility.

Rather than seeing no-tracking requests as an inconvenience, consider them an opportunity to refine your approach to ethical marketing. A user who trusts you is far more likely to engage on their terms, leading to higher-quality interactions and brand loyalty.

TL;DR

Honoring no-tracking requests requires more than just removing a cookie—it demands a holistic approach to disabling tracking across all Marketo touchpoints. By implementing these strategies, you can maintain transparency, comply with privacy regulations, and foster long-term trust with your audience.

Happy Marketo’ing! 💜