Marketo Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for Marketo data extraction through Adzviser.
Metrics
Email stats (aggregated from activity records)
| Field Name | Description |
|---|---|
| Activities | computed aggregate |
| Email sent | activityTypeId=6 |
| Email delivered | activityTypeId=7 |
| Email delivery rate | calculated: delivered / sent |
| Email opens | activityTypeId=10 |
| Email opens (unique) | activityTypeId=10 unique leads |
| Email open rate | calculated: unique opens / delivered |
| Email clicks | activityTypeId=11 |
| Email clicks (unique) | activityTypeId=11 unique leads |
| Email pending | calculated: sent - delivered - bounced |
| Email soft bounce | activityTypeId=47 |
| Email hard bounce | activityTypeId=8 |
| Email total bounces | calculated: hard + soft |
| Email bounce rate | calculated: total bounces / sent |
| Email unsubscribes | activityTypeId=9 |
| Email unsubscribe rate | calculated: unsubscribes / sent |
Lead aggregates
| Field Name | Description |
|---|---|
| Leads | computed aggregate |
| Leads (score >50) | computed: leads where leadScore > 50 |
| Leads (score >70) | computed: leads where leadScore > 70 |
| Leads (score >90) | computed: leads where leadScore > 90 |
| Average score | computed average of leadScore |
Program aggregates
| Field Name | Description |
|---|---|
| Program total members | from program members count |
| Program new names | computed: members with acquiredBy = this program |
| Program new name (%) | calculated: new names / total members |
| Program successes | computed: members with reachedSuccess = true |
| Program success (%) | calculated: successes / total members |
| Program total cost | from program.costs array |
| Program cost per member | calculated: total cost / total members |
Breakdowns
Activity fields
| Field Name | Description |
|---|---|
| Activity ID | Activity identifier |
| Activity lead ID | Activity lead identifier |
| Activity type ID (Activity) | Unique platform or external identifier associated with the activity |
| Activity campaign ID | Activity campaign identifier |
| Activity date | Calendar date associated with the activity event or record |
| Activity time | datetime field |
| Activity primary attribute ID | Activity primary attribute identifier |
| Activity primary attribute value | Value of the activity type's primary identifying attribute |
Activity type fields
| Field Name | Description |
|---|---|
| Activity type ID | Activity type identifier |
| Activity type name | Name of the activity type |
| Activity type description | Description stored for the related activity type record |
| Activity type primary attribute | Name of the primary attribute used to identify this activity type |
Campaign fields
| Field Name | Description |
|---|---|
| Campaign ID | Campaign identifier |
| Campaign name | Name of the campaign |
| Campaign description | Description stored for the related campaign record |
| Campaign type | Type of campaign |
| Campaign is active | Whether campaign is active is true for the related Marketo record |
| Campaign start date | Calendar date associated with the campaign start event or record |
| Campaign start time | Date and time of the start time lifecycle event for the campaign |
| Campaign end date | Calendar date associated with the campaign end event or record |
| Campaign end time | Date and time of the end time lifecycle event for the campaign |
| Campaign recurrence type | Type of campaign recurrence |
| Campaign recurrence interval | Recurrence schedule setting for the campaign |
| Campaign recurrence weekdays only | Recurrence schedule setting for the campaign |
| Campaign recurrence weekdays | Recurrence schedule setting for the campaign |
| Campaign recurrence day of month | Recurrence schedule setting for the campaign |
| Campaign recurrence day of week | Recurrence schedule setting for the campaign |
| Campaign recurrence week of month | Recurrence schedule setting for the campaign |
| Campaign qualification type | Type of campaign qualification |
| Campaign qualification interval | Waiting interval before a person may qualify for the campaign again |
| Campaign qualification unit | Qualification unit classification assigned to the campaign |
| Campaign max members | Reported number of max members associated with the campaign |
| Campaign communication limit enabled | Whether campaign communication limit enabled is true for the related Marketo record |
| Campaign smart list ID | Campaign smart list identifier |
| Campaign flow ID | Campaign flow identifier |
| Campaign parent program ID | Campaign parent program identifier |
| Campaign workspace | Workspace classification assigned to the campaign |
| Campaign URL | URL associated with the campaign record |
| Campaign status | Current campaign status |
| Campaign created at date | Calendar date associated with the campaign created at event or record |
| Campaign created at time | Date and time of the created at time lifecycle event for the campaign |
| Campaign updated at date | Calendar date associated with the campaign upd at event or record |
| Campaign updated at time | Calendar date associated with the campaign upd at time event or record |
Email asset fields
| Field Name | Description |
|---|---|
| Email ID | Email identifier |
| Email name | Name of the email |
| Email description | Email address stored for the related Marketo record |
| Email template ID | Email template identifier |
| Email folder name | Name of the email folder |
| Email subject | Email address stored for the related Marketo record |
| Email status | Current email status |
| Email workspace | Email address stored for the related Marketo record |
| Email pre-header | Email address stored for the related Marketo record |
| Email CC fields | Email address stored for the related Marketo record |
| Email is operational | Email address stored for the related Marketo record |
| Email is text only | Email address stored for the related Marketo record |
| Email open tracking disabled | Email address stored for the related Marketo record |
| Email has View as Webpage | Email address stored for the related Marketo record |
| Email URL | URL associated with the email record |
| Email from name | Name of the email from |
| Email from address | Email address stored for the related Marketo record |
| Email reply-to | Email address stored for the related Marketo record |
| Email created at date | Calendar date associated with the email created at event or record |
| Email created at time | Date and time of the email created at event or record |
| Email updated at date | Calendar date associated with the email upd at event or record |
| Email updated at time | Calendar date associated with the email upd at time event or record |
Lead fields
| Field Name | Description |
|---|---|
| Lead ID | Lead identifier |
| Lead company name | Name of the lead company |
| Lead score | Qualification or engagement score assigned to the lead |
| Lead source | Traffic source |
| Lead status | Current lead status |
| Lead rating | Rating assigned to the related Marketo record |
| Lead relative score | Qualification or engagement score assigned to the lead |
| Lead priority | Priority classification assigned to the lead |
| Lead urgency | Urgency classification assigned to the lead |
| Lead created at date | Calendar date associated with the lead created at event or record |
| Lead created at time | Date and time of the created at time lifecycle event for the lead |
| Lead updated at date | Calendar date associated with the lead upd at event or record |
| Lead updated at time | Calendar date associated with the lead upd at time event or record |
| Lead first name | Name of the lead first |
| Lead last name | Name of the lead last |
| Lead role | Role classification assigned to the lead |
| Lead job title | Human-readable title of the related lead job content |
| Lead email address | Email address stored for the related Marketo record |
| Lead main phone | Contact main phone stored for the lead |
| Lead phone number | Phone number stored for the related Marketo record |
| Lead mobile phone number | Phone number stored for the related Marketo record |
| Lead site | Website or site value associated with the lead |
| Lead department | Department classification assigned to the lead |
| Lead industry | Industry classification assigned to the lead |
| Lead number of employees | Reference number of employees assigned to the lead |
| Lead country | Country stored for the lead |
| Lead city | City stored for the lead |
| Lead state | State stored for the lead |
| Lead postal code | Postal code stored for the lead |
| Lead website | Website or social-profile reference associated with the lead |
| Lead unsubscribed status | Current lead unsubscribed status |
| Lead unsubscribed reason | Recorded reason associated with the lead's current outcome |
| Lead do not call status | Current lead do not call status |
| Lead do not call reason | Recorded reason associated with the lead's current outcome |
| Lead deleted at date | placeholder — Marketo tracks deletedat via activities |
| Lead deleted at time | placeholder |
Program member fields
| Field Name | Description |
|---|---|
| Program member lead ID | Program member lead identifier |
| Program member program ID | Program member program identifier |
| Program member created at time | Date and time of the created at time lifecycle event for the program member |
| Program member created at date | Calendar date associated with the program member created at event or record |
| Program member updated at time | Calendar date associated with the program member upd at time event or record |
| Program member updated at date | Calendar date associated with the program member upd at event or record |
| Program member membership time | Date and time of the membership time lifecycle event for the program member |
| Program member membership date | Calendar date associated with the program member membership event or record |
| Program member reached success time | Date and time of the reached success time lifecycle event for the program member |
| Program member reached success date | Calendar date associated with the program member reached success event or record |
| Program member reached success | Whether the program member is marked as reached success |
| Program member is exhausted | Whether the program member is exhausted |
| Program member acquired by program | Whether the program member is marked as acquired by program |
| Program member nurture cadence | Nurture cadence classification assigned to the program member |
| Program member status | Current program member status |
| Program member status reason | Recorded reason associated with the program member's current outcome |
| Program member track | Track classification assigned to the program member |
| Program member registration code | Code identifying the related program member registration |
| Program member registration likelihood | Estimated likelihood that the program member will convert or close |
| Program member webinar URL | URL associated with the program member webinar record |
| Program member waitlist priority | Waitlist priority classification assigned to the program member |
| Program member deleted at time | Whether the program member deleted at time |
| Program member deleted at date | Calendar date associated with the program member deleted at event or record |
Program asset fields
| Field Name | Description |
|---|---|
| Program ID | Program identifier |
| Program name | Name of the program |
| Program description | Description stored for the related program record |
| Program created at time | Date and time of the created at time lifecycle event for the program |
| Program created at date | Calendar date associated with the program created at event or record |
| Program updated at time | Calendar date associated with the program upd at time event or record |
| Program updated at date | Calendar date associated with the program upd at event or record |
| Program start time | Date and time of the start time lifecycle event for the program |
| Program start date | Calendar date associated with the program start event or record |
| Program end time | Date and time of the end time lifecycle event for the program |
| Program end date | Calendar date associated with the program end event or record |
| Program URL | URL associated with the program record |
| Program type | Type of program |
| Program channel | Channel classification assigned to the program |
| Program tags | Applied tags |
| Program status | Current program status |
| Program workspace | Workspace classification assigned to the program |
| Program costs | Monetary costs stored for the program |