Marketo: Most-used fields

The table below gives information about most-used fields that you can import from Marketo. Other fields might also be available in Adverity.

The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.

API name	Adverity UI name	Description	Use in Adverity
Category	Category	A classification or grouping for an asset, activity, or other Marketo entity.	metric
Client IP Address	Client IP Address	The IP address of the client that performed the activity.	dimension
Details	Details	Supplemental information or specific details related to an activity or lead record.	dimension
Device	Device	The type of device (e.g., desktop, mobile) used by the user. This is inferred from the User Agent string.	dimension
Email	Email	The primary email address of the lead. This is a standard Marketo key field for lead records.	dimension
Is Mobile Device	Is Mobile Device	A boolean indicator specifying if an activity or interaction originated from a mobile device.	dimension
Link	Link	The URL of a link that was clicked by a user as part of an activity.	dimension
Platform	Platform	The operating system or platform used by the user (e.g., Windows, macOS, Android, iOS). This is inferred from the User Agent string.	dimension
Query Parameters	Query Parameters	The query parameters from the URL during a web activity.	dimension
Referrer URL	Referrer URL	The URL of the webpage that referred the user to the current page.	dimension
Source	Source	The origin or channel through which a lead was acquired or an activity occurred.	dimension
Subcategory	Subcategory	A more granular classification that further refines the primary category of an asset or entity.	metric
User Agent	User Agent	The user agent string from the client’s web browser, providing information about the browser, operating system, and device.	dimension
Webpage ID	Webpage ID	The unique identifier of the webpage that was visited or where an activity occurred. This is a primary attribute for ‘Visit Webpage’ activities.	metric
activityDate	activityDate	The date and time when the activity occurred.	dimension
activityTypeId	activityTypeId	The unique identifier for the type of activity (e.g., Visit Webpage, Fill Out Form).	metric
behaviorScore	behaviorScore	An integer score reflecting the lead’s engagement and behavior, often influenced by scoring campaigns and programs.	metric
campaignId	campaignId	The unique identifier of the campaign associated with an activity or lead.	metric
date	date	The date and time associated with an event or creation of a record, such as the activity date or creation date of a lead.	dimension
dateOfBirth	dateOfBirth	The lead’s date of birth.	dimension
id	id	The unique identifier for the record or asset.	dimension
leadId	leadId	The unique identifier for a lead record.	metric
marketoGUID	marketoGUID	The unique global identifier assigned by Marketo to a record.	metric
mktoAcquisitionDate	mktoAcquisitionDate	The date when the lead was first acquired into the Marketo system.	dimension
postalCode	postalCode	The lead’s postal code.	metric
primaryAttributeValue	primaryAttributeValue	The value of the primary attribute associated with an activity (e.g., the name of a form for a ‘Fill Out Form’ activity).	dimension
primaryAttributeValueId	primaryAttributeValueId	The unique identifier of the primary attribute associated with an activity (e.g., the ID of a form for a ‘Fill Out Form’ activity).	metric
updatedAt	updatedAt	The date and time when the lead record or asset was last updated.	dimension