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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 it's identified, it becomes a person and the history associated with their browser cookie is merged in.


Marketo is now standardizing language across all subscriptions, so you may see lead/leads in your subscription and person/people in These terms mean the same thing; it does not affect article instructions. There are some other changes, too. Learn more.

An Anonymous activity is created when someone:

  • Visits your Marketo landing page the first time.


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

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.