Marketo Measure is sold in numbered tiers (Tier 1 to Tier 3) and as Marketo Measure Ultimate, a separate implementation built on Adobe Experience Platform. It is also included in the Marketo Engage Ultimate package.
Last checked 2026-09-28
CX Enterprise atlas / Customer Engagement | Data & analytics
Adobe Marketo Measure
ProductGenerally available
Customer EngagementData & analytics
Also known as Marketo Measure, Bizible, Bizible Attribution
B2B marketing attribution application, formerly Bizible. It tracks online and offline buyer touchpoints across marketing and sales, ties them to leads, contacts, accounts and opportunities in the CRM, and credits pipeline and revenue to channels, campaigns and content with rule-based, custom and machine learning attribution models.
Integrates with 4
Part of 1
Integrated by 2
Contains 19 parts, 86 entries
- Tiers and editions# Collection
- Marketo Measure Tiers 1-3# Edition
The standard tiered subscriptions that connect directly to Salesforce or Microsoft Dynamics and Marketo Engage. Features scale by tier: for example Tier 1 gets one custom segment and Tier 2 and up get ten, multi-currency and the custom attribution model start at Tier 2, and Boomerang stages moved from Tier 3 to Tier 2 in June 2024.
Last checked 2026-09-28
- Marketo Measure Ultimate# Edition
Also known as MMU
Edition that takes all B2B data (accounts, opportunities, contacts, leads, campaigns, activities) through Adobe Experience Platform instead of direct CRM and Marketo Engage connections, so it works with nearly any CRM and with several CRM or marketing automation instances at once. Ad platforms and the JavaScript still connect directly. There is no in-place migration from Tiers 1-3.
Built on: Experience Platform
Integrates with: Real-Time Customer Data Platform
Last checked 2026-09-28
- B2B data ingestion through Experience Platform# Capability
B2B entities are brought into Experience Platform with its source connectors, modelled in XDM B2B schemas, and sent to Marketo Measure through dataflows. Each entity from a given source goes into one dataset, and each dataset can be in only one dataflow.
Last checked 2026-09-28
- Marketo Measure Ultimate destination# Integration
Experience Platform destination card, available only to Ultimate customers, that runs the B2B dataflows from Experience Platform into Marketo Measure. It requires the Marketo Measure instance to be mapped to one Experience Platform sandbox first; that mapping cannot be changed in the app.
Last checked 2026-09-28
- Dataset-specific stage mapping# Capability
In Ultimate every rule is set per dataset. Stage mapping uses six built-in stages (Lead Open, Lead Lost, Lead Converted, Opportunity Open, Opportunity Lost, Opportunity Won) plus up to 15 custom open stages, and historical CRM stage transitions are inferred from record timestamps.
Last checked 2026-09-28
- Attribution models# Collection
Marketo Measure runs all its models at once. Rule-based models weight four milestone touchpoints (First Touch, Lead Creation, Opportunity Creation, Closed Won) and share the rest among middle touches; the custom model and AI options let customers set or learn the weights.
Last checked 2026-09-28
- First Touch model# Capability
Single-touch model that gives 100% of the credit to the first recorded interaction (FT).
Last checked 2026-09-28
- Lead Creation model# Capability
Single-touch model that gives 100% of the credit to the touchpoint where the prospect became a lead (LC).
Last checked 2026-09-28
- U-Shaped model# Capability
Multi-touch model that splits credit 50/50 between the First Touch and Lead Creation touchpoints.
Last checked 2026-09-28
- W-Shaped model# Capability
Multi-touch model that gives 30% each to First Touch, Lead Creation and Opportunity Creation, and shares the remaining 10% among intermediate touchpoints.
Last checked 2026-09-28
- Full Path model# Capability
Multi-touch model that gives 22.5% each to First Touch, Lead Creation, Opportunity Creation and Closed Won, with 10% shared equally among the touches in between.
Last checked 2026-09-28
- Custom Attribution Model# Capability
Lets customers choose which touchpoint positions and custom funnel stages to include and set the percentage of credit for each, manually or from the machine learning suggestions. Stage choices rely on stage mapping and Salesforce field history tracking. Available from Tier 2.
Last checked 2026-09-28
- Machine Learning model weights# Capability
Data-science model that suggests the weight of each custom stage from the customer's own touchpoint data, combining predictive accuracy, stage conversion rate and touchpoint uniqueness. It first runs 3-7 days after the custom model is enabled and then re-runs every 7 days.
Last checked 2026-09-28
- AI-powered attribution# Capability
Algorithmic attribution that removes baseline effects such as brand value and untracked engagement (incremental scoring), can target any stage conversion, and can be trained separately per segment or go-to-market motion. Marketo Measure Ultimate adds Attribution AI dashboards in Discover.
Last checked 2026-09-28
- Account-based attribution# Capability
Attribution across every lead and contact on an account: opportunities on the same account share the First Touch and Lead Creation touchpoints, and each opportunity's amount is spread over the touchpoints that moved it forward.
Last checked 2026-09-28
- Touchpoints and stages# Collection
Touchpoints represent interactions with marketing and sales. They are generated from web tracking, CRM campaign membership and CRM activities, mapped to channels, and positioned on funnel stages.
Last checked 2026-09-28
- Buyer Touchpoints# Capability
Also known as Buyer Touchpoint, BT
Touchpoints related to Lead, Contact and Case records, not to opportunities, so they carry no revenue. Used for top- and mid-funnel engagement reporting; positions are First Touch, Lead Creation or intermediate form submissions.
Last checked 2026-09-28
- Buyer Attribution Touchpoints# Capability
Also known as Buyer Attribution Touchpoint, BAT
Touchpoints related to Contact, Account and Opportunity records, so every one carries attributed revenue. A Buyer Touchpoint also becomes a BAT once its contact is tied to an opportunity.
Last checked 2026-09-28
- User Touchpoints# Capability
The raw touchpoints created from all engagements. Only some become Buyer or Buyer Attribution Touchpoints; the Engagement dashboard reports on all of them, and suppression rules do not apply.
Last checked 2026-09-28
- Touchpoint generation# Capability
Three ways a touchpoint is created: the JavaScript for interactions on your sites, synced CRM campaign membership for offline or off-site interactions such as events and content syndication, and CRM Task or Event records for sales activity.
Last checked 2026-09-28
- Activities attribution# Capability
Rules that turn selected CRM Task and Event records, such as sales calls and emails, into touchpoints, grouped into named Marketo Measure Campaigns that map to channels such as a BDR channel.
Last checked 2026-09-28
- Custom stages and stage mapping# Capability
Maps CRM lead and opportunity statuses to buyer progression stages (for example MQL or SAL) so touchpoints can be created at stage transitions and used in funnel reporting and the custom model.
Last checked 2026-09-28
- Boomerang stages# Capability
Creates a touchpoint for every stage transition, including repeats such as a contact who MQLs, moves on and MQLs again, with settings for which occurrences count. Available to Tier 2 and Tier 3 since June 2024.
Last checked 2026-09-28
- Touchpoint removal and suppression# Capability
Rules that purge matching touchpoints from the CRM (removal, still reportable in Marketo Measure) or exclude them from reporting altogether (suppression), often to save CRM storage.
Last checked 2026-09-28
- Custom touchpoint fields# Capability
Accepts customers' own URL tracking parameters and maps them to touchpoint fields with rules, so landing pages do not have to be re-tagged in Marketo Measure's format.
Last checked 2026-09-28
- Marketo Measure JavaScript# Capability
Also known as bizible.js
The bizible.js script placed in the head of every page. It records anonymous and known web sessions, page views, content downloads and form submissions with first-party cookies, and pushes them to the CRM as touchpoints.
Last checked 2026-09-28
- Script deployment options# Capability
The script can be added directly to pages, through Google Tag Manager, or through the Marketo Measure extension for Adobe Experience Platform Tags (Launch).
Last checked 2026-09-28
- Form provider support# Capability
Guidance for capturing form fills from Marketo landing pages, Pardot, HubSpot, Act-On, Unbounce, Uberflip, Sitecore, lightbox, iframe and AJAX forms, and for excluding specific forms.
Last checked 2026-09-28
- Web sessions and channel carryover# Capability
Defines how sessions start and end (30 minutes of inactivity). Since Q4 2024, a direct visit within seven days keeps the previous session's channel, and social sign-ins are merged into one session; this is the default for new customers.
Last checked 2026-09-28
- Cross-domain tracking# Capability, deprecated
Tracking of one visitor across domains through third-party cookies. Deprecated around June 1, 2024 in response to the third-party cookie phase-out, with no replacement: visitors are now recognized only by form fills on each domain. Data collected earlier stays available.
Last checked 2026-10-20
- GDPR consent for the JavaScript# Capability
Options to hold Marketo Measure tracking until a visitor has given consent, to support GDPR requirements.
Last checked 2026-09-28
- Channel mapping# Collection
Touchpoints are bucketed into channels and subchannels for reporting. Marketo Measure ships 12 out-of-the-box channels that can be renamed, plus custom online and offline channels built with rules.
Last checked 2026-09-28
- Online channels# Capability
Rules that map web touchpoints to channels and subchannels from UTM parameters, referring sites, ad platform tags and landing page URLs.
Last checked 2026-09-28
- Offline channels# Capability
Maps CRM campaign types, such as events, webinars, direct mail and content syndication, to offline channels so their campaign members become touchpoints.
Last checked 2026-09-28
- Custom Campaign Sync# Capability
Rule-based selection of which CRM Campaign and Campaign Member records create touchpoints, without needing the CRM package or a picklist on the Campaign object. Available in all tiers; replaces the legacy campaign sync processes.
Last checked 2026-09-28
- CRM integrations# Collection
Tiers 1-3 connect directly to Salesforce or Microsoft Dynamics: Marketo Measure reads leads, contacts, accounts, opportunities and campaigns and writes touchpoint objects back. Ultimate reaches other CRMs through Experience Platform instead.
Last checked 2026-09-28
- Salesforce integration# Integration
Managed Salesforce package that adds Buyer Touchpoint, Buyer Attribution Touchpoint, Marketo Measure Person, A/B test and event objects plus fields and permission sets. The older V1, V2 and reporting packages were consolidated and retired after August 2023, and exports to Lead and Contact fields ended on June 14, 2024.
Last checked 2026-09-28
- Marketo Measure Insights# Application
Salesforce Canvas app on Lead, Contact, Opportunity and Account pages that shows a person's first 20 web sessions with their channels, pages and First Touch or Lead Creation markers.
Last checked 2026-09-28
- Salesforce sandbox testing# Capability
Testing the integration against a Salesforce sandbox and migrating the setup to production.
Last checked 2026-09-28
- CRM export error handling# Capability
In-app notifications for record-level export errors and a setting (on by default) that pauses export jobs at the first error from October 1, 2024, then resumes once the issue is fixed.
Last checked 2026-09-28
- Microsoft Dynamics integration# Integration
Managed solution for Microsoft Dynamics CRM that adds Marketo Measure entities and revenue workflows, authenticates with OAuth through Azure Active Directory, and ships nine stock dashboards and reports.
Last checked 2026-09-28
- CRM packageless integration# Capability
Also known as Marketo Measure Quick Start
Setup that reads standard CRM objects without installing the package or adding custom objects and fields, for teams that report outside the CRM, for example from the data warehouse.
Last checked 2026-09-28
- Ad platform integrations# Collection
API connections to ad platforms that download spend automatically and, where enabled, auto-tag ad URLs with Marketo Measure parameters so touchpoints resolve to the right campaign, ad and keyword.
Last checked 2026-09-28
- Google Ads integration# Integration
Connects Google Ads (AdWords) accounts for cost import and auto-tagging through tracking templates or destination URLs. Third-party redirects from bid management tools must be tagged manually.
Last checked 2026-09-28
- Microsoft Bing Ads integration# Integration
Connects Microsoft Bing Ads accounts for automatic cost download and auto-tagging of ads.
Last checked 2026-09-28
- Facebook Ads integration# Integration
Auto-tags all Facebook ads with the _bf parameter and downloads cost for active ads. The connecting user must be an admin of the Facebook Ads account.
Last checked 2026-09-28
- LinkedIn integration# Integration
Two parts: Sponsored Content tagging and cost, which maps activity back to LinkedIn campaigns and creatives, and Lead Gen Forms, whose submissions are matched to CRM or Marketo Engage leads so they can be attributed. Available to all users.
Last checked 2026-09-28
- DoubleClick Campaign Manager integration# Integration
API connection to Google's DoubleClick Campaign Manager for campaign data. Its view-through attribution use relied on the DoubleClick impression cookie and was deprecated in 2024.
Last checked 2026-09-28
- View-through attribution# Capability, deprecated
Created touchpoints from ad impressions via the Google/DoubleClick impression cookie. Deprecated around June 1, 2024 with the third-party cookie phase-out and not replaced; earlier data remains accessible.
Last checked 2026-10-20
- Marketo Engage integration# Integration
Connection to a production Marketo Engage instance that brings in people, program memberships and activities as touchpoint sources, so engagement is attributed before records reach the CRM.
Integrates with: Marketo Engage
Last checked 2026-09-28
- Marketo Engage People integration# Capability
Downloads people from Marketo Engage and ties tracked web sessions to them, so touchpoints map to a person before a stage or trigger syncs them to the CRM.
Last checked 2026-09-28
- Marketo Engage Programs integration# Capability
Rules that create touchpoints from Marketo program memberships, such as email or engagement programs the JavaScript cannot see. Available in all tiers.
Last checked 2026-09-28
- Marketo Engage Activities integration# Capability
Brings in selected Marketo activity types, such as Click Email or Change Status in Progression, as touchpoints measured alongside other channels.
Last checked 2026-09-28
- Other integrations# Collection
First-party Adobe connections and third-party tools whose data feeds touchpoints.
Last checked 2026-09-28
- Adobe Analytics B2B Customer Attributes integration# Integration
Free integration that sends Marketo Measure attribution and CRM metadata into Adobe Analytics visitor profiles as a Customer Attributes data source.
Integrates with: Analytics, CX Enterprise Customer Attributes
Last checked 2026-09-28
- A/B test integration# Integration
Records Optimizely and VWO experiment and variation data on leads, contacts, cases and opportunities so the revenue impact of site tests can be reported. Enabled by Marketo Support.
Last checked 2026-09-28
- Drift chat integration# Integration
Creates touchpoints when a visitor provides an email address in a Drift chat. On by default and can be turned off with a script attribute.
Last checked 2026-09-28
- Call tracking integration# Integration
Integration with CallTrackingMetrics that treats a phone call as a form submission and credits the web session that led to it.
Last checked 2026-09-28
- Marketing spend management# Capability
Brings cost into ROI reporting three ways: automatic download from API-connected ad accounts, CRM campaign cost sync, and manual CSV upload per channel and subchannel. The Discover Marketing Spend board shows all spend together.
Last checked 2026-09-28
- Account-based marketing# Capability
Lead-to-account matching by website, email domain and company name, and a Predictive Engagement Score that grades how engaged each account is. Needs at least 25 won and 25 unwon accounts; not available in Marketo Measure Ultimate.
Last checked 2026-09-28
- Lead-to-account matching# Capability
Groups leads into CRM accounts by comparing lead website, email domain and company name with account websites and the domains of the account's contacts and leads.
Last checked 2026-09-28
- Predictive Engagement Score# Capability
Also known as PES
Account grade computed from page views, recency, number of people engaged, visits to key pages and likelihood to close, shown on the Salesforce account record.
Last checked 2026-09-28
- Custom segmentation# Capability
Filters for reporting built from lead, contact, opportunity and (since Q4 2024) campaign and campaign member fields, for example region or grade. Tier 1 gets one segment, Tier 2 and up get ten.
Last checked 2026-09-28
- Multi-currency# Capability
Reports spend and revenue in the currencies configured in the CRM, reading the currency setting from Salesforce or Dynamics. Tier 2 and higher.
Last checked 2026-09-28
- Custom revenue amount# Capability
Attributes revenue from a custom opportunity amount instead of the standard Salesforce Amount, by populating the Marketo Measure Opportunity Amount field with a Salesforce workflow or Data Loader.
Last checked 2026-09-28
- Discover dashboards# Collection
The in-app reporting area (redesigned as the new Discover), with filterable dashboards that support drill-down, cross-filtering and export. Each dashboard answers a set of attribution, ROI, velocity or engagement questions.
Last checked 2026-09-28
- Attributed Revenue Dashboard# Capability
Attributed revenue by channel, subchannel and campaign over time.
Last checked 2026-09-28
- Attributed Opportunity Dashboard# Capability
Attributed amount and count of open and closed opportunities, filterable by opportunity stage, to show marketing's contribution to early and mature pipeline. Added in Q3 2024.
Last checked 2026-09-28
- Revenue Overview Dashboard# Capability
Summary of attributed revenue, deals, leads and opportunities.
Last checked 2026-09-28
- ROI Dashboard# Capability
Cost, cost per deal and return on investment by channel, subchannel and campaign.
Last checked 2026-09-28
- Keyword ROI Dashboard# Capability
Keyword-level cost, attributed revenue, leads and opportunities for paid search across Google Ads, Bing Ads, LinkedIn and other platforms. Added in Q4 2024.
Last checked 2026-09-28
- Engagement Dashboard# Capability
Touchpoints, people engaged and touchpoints per person over time and by channel, based on User Touchpoints.
Last checked 2026-09-28
- Lead Velocity Dashboard# Capability
How long leads take to move between stages, by channel.
Last checked 2026-09-28
- Opportunity Velocity Dashboard# Capability
How long opportunities take to move between stages and to close, by channel.
Last checked 2026-09-28
- Passport Dashboard# Capability
Counts of leads, contacts and opportunities in each non-terminal stage on a chosen day, and of those that passed through each stage during a period.
Last checked 2026-09-28
- Web Traffic Dashboard# Capability
Visits, unique visits, form fills and top landing pages from tracked web traffic.
Last checked 2026-09-28
- CRM reports# Capability
Report types and prebuilt reports in Salesforce and Dynamics over the touchpoint objects, for example opportunities by marketing channel, closed-lost opportunities by channel and leads with Buyer Touchpoints, plus guidance for custom report types.
Last checked 2026-09-28
- Marketo Measure Data Warehouse# Service
Snowflake warehouse holding touchpoint, attribution and ads data (in UTC) for ad hoc analysis, BI tools or sharing with other systems. It is included in Marketo Measure Ultimate and is the way to get Ultimate results into a CRM.
Last checked 2026-09-28
- Reader account access# Capability
Organization-wide read-only Snowflake account whose link and username are in the Marketo Measure settings.
Last checked 2026-09-28
- BI report templates# Capability
Editable Power BI and Tableau templates that query the Snowflake warehouse and show example attribution reports.
Last checked 2026-09-28
- Administration and security# Capability
Users sign in through the Adobe Admin Console; the app's settings cover attribution, channels, integrations, users and security, including role-based control of Discover data downloads and IP allowlists for Salesforce session restrictions.
Integrates with: Admin Console
Last checked 2026-09-28
- Privacy requests# API / SDK
Access and delete requests for Marketo Measure data, submitted by email address through the Adobe Experience Platform Privacy Service UI or API.
Last checked 2026-09-28
Sources 5
- business.adobe.com/products/marketo/marketo-measure.html
- experienceleague.adobe.com/en/docs/marketo-measure
- experienceleague.adobe.com/en/docs/marketo-measure/using/home
- experienceleague.adobe.com/en/docs/marketo-measure/using/introduction-to-marketo-measure/overview-resources/marketo-measure-framework
- helpx.adobe.com/legal/product-descriptions/adobe-marketo-engage---product-description.html