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
Lead reports include leads created within the requested date range, including both the start and end dates in UTC. Scores and other lead fields reflect their values when the report is exported. The first request starts a background report and returns a message asking you to retry in one minute. Submit the same request again to check it; retries reuse the existing exports. Preparation can take several minutes. Completed results are reused for one hour. In Google Sheets, retry Get Data or refresh the saved query after the report is ready.
| Field Name | Description |
|---|---|
| Leads | Number of leads created in the requested date range |
| 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 |
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 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 |