Marketo Metrics and Breakdowns

This page provides a comprehensive reference of all supported metrics and breakdowns available for Marketo data extraction through Adzviser.

Metrics

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

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

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

Field Name	Description
Activity ID	Activity identifier
Activity lead ID	Activity lead identifier
Activity type ID (Activity)	Activity type ID (Activity)
Activity campaign ID	Activity campaign identifier
Activity date	Activity date
Activity time	datetime field
Activity primary attribute ID	Activity primary attribute identifier
Activity primary attribute value	Activity primary attribute value

Field Name	Description
Activity type ID	Activity type identifier
Activity type name	Activity type name
Activity type description	Activity type description
Activity type primary attribute	Activity type primary attribute

Field Name	Description
Campaign ID	Campaign identifier
Campaign name	Campaign name
Campaign description	Campaign description
Campaign type	Campaign type
Campaign is active	Campaign is active
Campaign start date	Campaign start date
Campaign start time	Campaign start time
Campaign end date	Campaign end date
Campaign end time	Campaign end time
Campaign recurrence type	Campaign recurrence type
Campaign recurrence interval	Campaign recurrence interval
Campaign recurrence weekdays only	Campaign recurrence weekdays only
Campaign recurrence weekdays	Campaign recurrence weekdays
Campaign recurrence day of month	Campaign recurrence day of month
Campaign recurrence day of week	Campaign recurrence day of week
Campaign recurrence week of month	Campaign recurrence week of month
Campaign qualification type	Campaign qualification type
Campaign qualification interval	Campaign qualification interval
Campaign qualification unit	Campaign qualification unit
Campaign max members	Campaign max members
Campaign communication limit enabled	Campaign communication limit enabled
Campaign smart list ID	Campaign smart list identifier
Campaign flow ID	Campaign flow identifier
Campaign parent program ID	Campaign parent program identifier
Campaign workspace	Campaign workspace
Campaign URL	Campaign URL
Campaign status	Campaign status
Campaign created at date	Campaign created at date
Campaign created at time	Campaign created at time
Campaign updated at date	Campaign updated at date
Campaign updated at time	Campaign updated at time

Field Name	Description
Email ID	Email identifier
Email name	Email name
Email description	Email description
Email template ID	Email template identifier
Email folder name	Email folder name
Email subject	Email subject
Email status	Email status
Email workspace	Email workspace
Email pre-header	Email pre-header
Email CC fields	Email CC fields
Email is operational	Email is operational
Email is text only	Email is text only
Email open tracking disabled	Email open tracking disabled
Email has View as Webpage	Email has View as Webpage
Email URL	Email URL
Email from name	Email from name
Email from address	Email from address
Email reply-to	Email reply-to
Email created at date	Email created at date
Email created at time	Email created at time
Email updated at date	Email updated at date
Email updated at time	Email updated at time

Field Name	Description
Lead ID	Lead identifier
Lead company name	Lead company name
Lead score	Lead score
Lead source	Lead source
Lead status	Lead status
Lead rating	Lead rating
Lead relative score	Lead relative score
Lead priority	Lead priority
Lead urgency	Lead urgency
Lead created at date	Lead created at date
Lead created at time	Lead created at time
Lead updated at date	Lead updated at date
Lead updated at time	Lead updated at time
Lead first name	Lead first name
Lead last name	Lead last name
Lead role	Lead role
Lead job title	Lead job title
Lead email address	Lead email address
Lead main phone	Lead main phone
Lead phone number	Lead phone number
Lead mobile phone number	Lead mobile phone number
Lead site	Lead site
Lead department	Lead department
Lead industry	Lead industry
Lead number of employees	Lead number of employees
Lead country	Lead country
Lead city	Lead city
Lead state	Lead state
Lead postal code	Lead postal code
Lead website	Lead website
Lead unsubscribed status	Lead unsubscribed status
Lead unsubscribed reason	Lead unsubscribed reason
Lead do not call status	Lead do not call status
Lead do not call reason	Lead do not call reason
Lead deleted at date	placeholder — Marketo tracks deletedat via activities
Lead deleted at time	placeholder

Field Name	Description
Program member lead ID	Program member lead identifier
Program member program ID	Program member program identifier
Program member created at time	Program member created at time
Program member created at date	Program member created at date
Program member updated at time	Program member updated at time
Program member updated at date	Program member updated at date
Program member membership time	Program member membership time
Program member membership date	Program member membership date
Program member reached success time	Program member reached success time
Program member reached success date	Program member reached success date
Program member reached success	Program member reached success
Program member is exhausted	Program member is exhausted
Program member acquired by program	Program member acquired by program
Program member nurture cadence	Program member nurture cadence
Program member status	Program member status
Program member status reason	Program member status reason
Program member track	Program member track
Program member registration code	Program member registration code
Program member registration likelihood	Program member registration likelihood
Program member webinar URL	Program member webinar URL
Program member waitlist priority	Program member waitlist priority
Program member deleted at time	Program member deleted at time
Program member deleted at date	Program member deleted at date