Understanding the Role of mkt_tok in Email Click Tracking

Marketo uses several tools and techniques to ensure comprehensive tracking of user activities. One such tool is the mkt_tok parameter. This blog post will delve into how email clicks are tracked in Marketo and the importance of mkt_tok in the tracking process.

Email Click Tracking: The Basics

When a user clicks on a link in an email, Marketo's branding server tracks this click. This tracking happens regardless of the presence of the mkt_tok parameter. This initial tracking is crucial because it registers the click even if the user never reaches your web server. For instance, if a user has JavaScript disabled, the click will still be registered by the branding server. This ensures that every click is accounted for, providing a reliable measure of email engagement.

The Role of mkt_tok

While the initial click is tracked without needing mkt_tok, this parameter becomes vital for tracking subsequent web session activities of the lead. Think of mkt_tok as a bridge to the realm of Munchkin, Marketo's web tracking tool. Munchkin tracks user activities on your website, but it relies on mkt_tok to associate these activities with the correct lead.

Without mkt_tok, Marketo can still register the click, but it loses the ability to track what the user does next on your website. This gap can significantly hamper your ability to understand user behavior and attribute web activities to specific email campaigns.

Special Cases: Links Without mkt_tok

There are scenarios where you might not want to use mkt_tok. Links with the special class mktNoTok will not be mkt_tok-enized. This can be important in certain technical cases, such as when dealing with third-party systems that might not handle mkt_tok correctly. However, it's essential to note that while mktNoTok links will still register the initial click, the subsequent web tracking will be limited.

Key Takeaways

• Email clicks are tracked by Marketo's branding server regardless of mkt_tok presence.

• mkt_tok is crucial for tracking subsequent web activities via Munchkin.

• Links with mktNoTok do not use mkt_tok, limiting web tracking capabilities.

• Effective use of mkt_tok bridges the gap between email engagement and web behavior.