Accelevents and Marketo Field Mapping
Mapping fields allow you to customize which data will be transferred through the Accelevents and Marketo integration. Aside from exporting or importing the attendee's name and email address, you can also include other ticket holder order form fields and other order details to the mapping configuration.
If you still need to integrate, follow the steps in this article to set up the Integration to Export Event Data from Accelevents Into Marketo.
Important Notes:
If you have multiple events, you'll need to set the mapping for each event.
Mapping should carry over to duplicated events, event templates and events created through event templates.
If the integration is disabled and uninstalled, the mapping will go back to default (only name and email) when the integration is reconnected.
We can only map to text / string, number, phone number, date picker, and dropdown / picklist Marketo fields. It will not work if the Marketo field is a radio button, checkbox, etc.
You can map Accelevents conditional questions, the main question and the subquestions must be mapped to separate text fields.
The dropdown/ picklist values should always match in both platforms for it to work.
If a dropdown, multiple choice or single checkbox field is mapped and the attendee's answer does not match any of the values in Marketo, the record will still be created in Marketo, but none of the other mapped fields will populate in Marketo.
Step 1: Map the Accelevents and Marketo Fields
Once the Accelevents-Marketo integration is enabled, click the Configure button from Settings > Integrations in your admin console to get to the Configure Marketo Mapping menu.
By default, only the attendee's name and email are included in the data transfer. To include more information in the data transfer, specify which Accelevents Ticket Holder fields should sync with Marketo fields.
Click Add a New Mapping
Select the Accelevents Ticket Holder field on the left column
Select the Marketo field on the right column
The Accelevents Fields dropdown will show all the ticket holder order form fields, even custom fields. The Marketo Properties dropdown will show all the fields available in Marketo.
If you can't find a matching Marketo field for the Accelevents field (e.g., disclaimer or social media links), select the most applicable field or create a new property or field in Marketo.
We can map to these Marketo fields:
Text / String
Number
Phone Number
Date picker
Dropdown / picklist - the values in Accelevents and Marketo should be identical
Note: If a dropdown, multiple choice or single checkbox field is mapped and the attendee's answer does not match any of the values in Marketo, the record will still be created in Marketo, but none of the other mapped fields will populate in Marketo.
Step 2: Select the Update Policy
The third column in the mapping menu allows you to customize the behavior when updating the ticket holder fields in Accelevents. These are the choices:
Note: The update policy applies to data coming from Accelevents. This does not apply to data coming from Marketo to Accelevents.
Update Policy | Behavior |
Always update | When the field is updated in Accelevents, the field will also update in Marketo |
Do not update | When the field is updated in Accelevents, it will not update in Marketo |
Do not update if the source is empty | When the field is updated in Accelevents as a blank field, it will not update it as blank in Marketo. The existing data in Marketo will not be replaced as blank. |
Update if target is empty | When the field is updated in Accelevents and the Marketo field has data, it will not update the Marketo field. |
Always Append | When there is data in the Marketo text or string field, and new data is coming from Accelevents, it will not replace the old data, instead, the new and old data will be semi-colon separated. |
For name and email address, these are the default settings below, but you can change it. After selecting the Update Policy for each field, click Save.
Step 3: Activate the Order Form Fields for the Ticket Holder
The next step to ensure that the data transfer will work is to activate the order form fields for the ticket holder. Note that it has to be ticket holder fields. The information in the ticket buyer fields will not be included in the data transfer.
Go to Registration > Order Form
Go to the Ticket Holder tab
Activate the field by turning on the toggle.
What if I'm not using the ticket holder fields?
If you're not collecting ticket holder information (toggle to Collect both ticket buyer and ticket holder information is turned off and only 1 ticket is allowed per order), the buyer automatically becomes the ticket holder, therefore the buyer information automatically appears in the ticket holder fields in the order. The information carried over to Marketo are coming from the holder fields. In this scenario, we recommend activating the fields in the ticket holder tab before turning off the toggle to Collect both ticket buyer and ticket holder information.
Notes:
If you're mapping hidden fields, the fields must also be set to Active.
If you're not seeing the Ticket Holder fields in the orders tab, click enable ticket holder and turn on the toggle to Collect both ticket buyer and ticket holder information
Once you have everything in place, test the mapping by registering for the event. If you're exporting attendees from Marketo to Accelevents, the data transfer should also work if you've set up the export workflow correctly.
Auto-Generated Data Mapping
Aside from mapping the ticket holder order form fields, you can also map auto-generated data from the order, such as the order number, ticket number, ticket name, QR code, tracking link used, UTM data, magic link and more. If registrations are originating from Marketo, some of these information can also appear in Marketo after the order is created in Accelevents.
Updating Fields in the Accelevents Order
Since the mapping applies to ticket holder information, changes in the ticket holder information in the order updates the record in Marketo. Clicking the "Update" button in the Ticket Holder Information pop-up will trigger the update in Marketo.
If you click the update button in the ticket buyer information pop-up, it will not update in Marketo.
If you're not seeing the fields in the holder information, you may need to activate those fields in the ticket holder settings, just like in Step 3, then when you're done, turn off the "Collect both ticket buyer and ticket holder information" toggle again.
Default Record Creation and Updating Rules
Rules For New Registrations in Accelevents
1. New Record Creation Rules
A new record is created if no record has the same email address as the ticket holder.
All mapped fields will be included in the new record.
The new record will be added as a marketing activity member.
A record will not be created for the ticket buyer if the ticket buyer differs from the ticket holder.
2. Updating Existing Contact Rules
An existing record is updated if the record has the same email address as the ticket holder.
The mapped data will be updated based on your selected Update Policy.
The updated record will be added as a marketing activity member.
If the ticket buyer already has a record in Marketo, the record will not be updated with the ticket buyer's information.
Rules For Updating Registrations in Accelevents
Note: If only the TICKET BUYER data is collected, the buyer automatically becomes the ticket holder, therefore the buyer information automatically appears in the ticket holder fields in the order. In this case, the information carried over to Marketo are coming from the holder fields. If updates are made in the Accelevents order, it will only update in Marketo if the "Update" button is clicked from the TICKET HOLDER information pop-up.
When the update button is clicked in the ticket holder information in the Order (by admin) or in My Registrations (by attendee), the Marketo fields will be updated based on the selected Update Policy for those fields, even if no changes are made (as long as the button is clicked).
Note that it will only update in Marketo if the changes were made directly in the Order or in My Registrations. If the attendee updates their profile information (hub, app, or My Profile), it will update the order, but it will not update in Marketo as the updates were not directly done in the Order or My Registrations.
Rules For Updating the Marketo Record After Importing to Accelevents
The order in Accelevents will not be updated if changes are made in Marketo.