20/20 Vision into Reporting and Attribution: Avoid Seeing Double

Kara Brasfield, Helen Abramova — Verizon

Individually, Marketo Engage is a key player for a company's brand, and Adobe Analytics gathers precise details on traffic. Combined, these two tools create a complete picture of the entire customer journey. We'll share how we used EVAR parameters to build a new approach to analytics and attribution. Find out how our unique solution — Universal Gating System — became essential in personalizing and gating content on our website, passing the data into Marketo Engage, and enabling advanced and holistic reporting.

Key takeaways:

  • How to pass EVARs to Marketo Engage forms.
  • Best practices for hard- and soft-gating content using embedded Marketo Engage forms in Adobe Experience Manager.
  • How to resolve GDPR-compliance aspects of asset gating.

Related products

View related content


Check out the keynotes, future innovations, and key announcements from Summit Live.

Innovation Tracks

Next steps

Discover Adobe Experience Cloud.

Everything you need for great customer experiences — from AI-driven analytics to content optimization at scale.


Build your customer experience playbook.