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Integrating the Dynamic Link into Marketo
Integrating the Dynamic Link into Marketo

A guide to prefilling the placeholders for your Dynamic Link, in Marketo.

Mollie Herbert avatar
Written by Mollie Herbert
Updated over a week ago

To send review invitations from Marketo, we use the dynamic link. The dynamic link prefills the customers order details so to automatically verify the review.


⭐️ Available on Grow and Plus plans


  • Log into your dashboard.

  • Select Collection >> DYNAMIC LINK.

  • Copy the blue 'Dynamic Link Template For Automation' URL.

Instructions ⚙️

Editing your Dynamic Link

Once you have copied the dynamic link from your dashboard, open up any text element you have (E.g Microsoft Word, Google Docs, Textedit Ect.) and paste it into the document.[Yourstorename]&user=<customer name>&order_id=<order reference>&email=<customer email address>&products=<product sku>&type=<review type>

It will look something like the above. The following steps below, will guide you through which parts of the link you will need to edit, to suit your outcomes you are looking to achieve.

Editing Review Type Fields

Firstly, pending which review type you would like to collect, you would need to change &type=<review type> in the link to your review type.

If collecting Company reviews:

&type=<review type> becomes:


If collecting Product reviews:

&type=<review type> becomes:


If collecting both Company and Product reviews:

&type=<review type> becomes:


If collecting Local Reviews:

&type=<review type> becomes:


So now, your link should look something like this (depending on which review type you are collecting):[Yourstorename]&user=<customer name>&order_id=<order reference>&email=<customer email address>&products=<product sku>&type=company

Editing Customer Data Fields

You will need then need to alter some of the text in the link, so that it compliments your placeholders that you already have in Marketo. These being:

<customer name><order reference><customer email address>

Customer Name Variable

&user=<customer name> becomes:

&user=###{{lead.Full Name}}

Order Reference Variable

&order_id=<order reference> becomes:


Customer Email Address Variable

&email=<customer email address> becomes:

&email=###{{lead.Email Address}}

So now, your link should look something like this:[Yourstorename]&user=###{{lead.Full Name}}​&order_id=###{{lead.Id}}&email=###{{lead.Email Address}}&products=<product sku>&type=company

Note: If you are collecting Company, or Third Party reviews, you will need to delete the following text from the link and then you can skip to step 4:

&products=<product sku>

Adding Dynamic Product Data to your Dynamic Link

Note: This step is only needed if you are collecting Product or Combined reviews, via your Dynamic Link. If you are not, skip to step 4.

Adding product SKU's to your dynamic link, will vary pending which Marketo Token that your product SKU is assigned to. The variable that you need to replace <product sku> with differs from user to user.

You can read more about Marketo tokens here, and how to create a custom token for your product SKU.

Once you have created a SKU token, You will need to replace <product sku> with the token that identifies SKU in your Marketo account.

Pasting your Dynamic Link into a CTA Button in Marketo

Once you have changed the variable fields in the step above to accomodate for your parameters already set in Marketo, it is time to paste the link into the email template that you are wanting to send to customers.

In the WYSIWYG editor (aka Rich Text Editor), type the text in, highlight and paste the link as per a standard hyperlink.


For any further support, feel free to use our live chat in the bottom right hand of the dashboard.

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