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The first time someone visits a Marketo landing page (or a page on your website that has the Munchkin tracking code), Marketo creates an anonymous activity and uses a browser cookie to track it. Once the visitor is identified, it becomes a person and the history associated with the browser cookie is merged in.

1. An anonymous activity is created when someone:


Unlike other links in Marketo emails, View as Web Page is not tracked as an email click. 

2. An anonymous activity is merged into a new or existing person when someone:

One name in the database might be tied to many cookies because people often use different devices and browsers to visit your site.


When anonymous records are merged into a new or existing person record, custom field values will not transfer over.

Deep Dive

Learn more about Basic Reporting.