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.
Category Metric
A classification or grouping for an asset, activity, or other Marketo entity.
Client IP Address Dimension
The IP address of the client that performed the activity.
Details Dimension
Supplemental information or specific details related to an activity or lead record.
Device Dimension
The type of device (e.g., desktop, mobile) used by the user. This is inferred from the User Agent string.
Email Dimension
The primary email address of the lead. This is a standard Marketo key field for lead records.
Is Mobile Device Dimension
A boolean indicator specifying if an activity or interaction originated from a mobile device.
Link Dimension
The URL of a link that was clicked by a user as part of an activity.
Platform Dimension
The operating system or platform used by the user (e.g., Windows, macOS, Android, iOS). This is inferred from the User Agent string.
Query Parameters Dimension
The query parameters from the URL during a web activity.
Referrer URL Dimension
The URL of the webpage that referred the user to the current page.
Source Dimension
The origin or channel through which a lead was acquired or an activity occurred.
Subcategory Metric
A more granular classification that further refines the primary category of an asset or entity.
User Agent Dimension
The user agent string from the client's web browser, providing information about the browser, operating system, and device.
Webpage ID Metric
The unique identifier of the webpage that was visited or where an activity occurred. This is a primary attribute for 'Visit Webpage' activities.
activityDate Dimension
The date and time when the activity occurred.
activityTypeId Metric
The unique identifier for the type of activity (e.g., Visit Webpage, Fill Out Form).
address Dimension
The physical address associated with a lead record in Marketo.
behaviorScore Metric
An integer score reflecting the lead's engagement and behavior, often influenced by scoring campaigns and programs.
campaignId Metric
The unique identifier of the campaign associated with an activity or lead.
company Dimension
The company associated with a lead, or details of a company record.
contactCompany Metric
The name of the company that the lead is a contact for.
createdAt Dimension
The timestamp indicating when a record or asset was created in Marketo.
date Dimension
The date and time associated with an event or creation of a record, such as the activity date or creation date of a lead.
description Dimension
A textual explanation or summary for an asset, program, or other Marketo object.
email Dimension
The email address of a lead or the primary email for an email asset.
firstName Dimension
The first name of a lead.
folder.folderName Dimension
The name of the folder where a marketing asset is organized.
folder.type Dimension
The type of folder (e.g., Email Program, Default) used to categorize assets.
fromEmail.type Dimension
The type of 'From' email address configured for an email asset.
fromEmail.value Dimension
The actual email address used in the 'From' field when sending an email.
fromName.type Dimension
The type of 'From' name configured for an email asset.
fromName.value Dimension
The name displayed as the sender in the 'From' field of an email.
id Dimension
The unique identifier for the record or asset.
isOpenTrackingDisabled Dimension
Indicates whether open tracking is disabled for a specific email asset.
lastName Dimension
The last name of a lead.
leadId Metric
The unique identifier for a lead record.
leadScore Metric
The leadScore field represents an integer score awarded to the lead by scoring campaigns and programs within Marketo.
leadSource Dimension
The origin or channel through which a lead was acquired.
leadStatus Dimension
The current lifecycle status of a lead within the marketing automation process.
leadid Dimension
The unique identifier for a lead record in Marketo.
marketoGUID Metric
The unique global identifier assigned by Marketo to a record.
mktoAcquisitionDate Dimension
The date and time when the lead record was first created in Marketo, indicating the acquisition date of the lead. This is a system-managed field.
name Dimension
The name of an asset, program, field, or other Marketo object.
operational Dimension
Indicates a type of communication or program that is essential for business operations and not promotional. Operational emails are often delivered to leads regardless of their marketing unsubscribe status, for example, transactional confirmations or service-related notifications.
preHeader Dimension
The short summary text that follows the subject line when an email is viewed in the inbox.
primaryAttributeValue Dimension
The value of the primary attribute associated with an activity (e.g., the name of a form for a 'Fill Out Form' activity).
primaryAttributeValueId Metric
The unique identifier of the primary attribute associated with an activity (e.g., the ID of a form for a 'Fill Out Form' activity).
replyEmail.type Dimension
The type of 'Reply-To' email address configured for an email asset.
replyEmail.value Dimension
The email address to which replies for an email asset will be sent.
status Dimension
The current status of an asset, program, or other Marketo object.
statuscode Dimension
An HTTP status code or an internal code indicating the result of an API operation or the status of a process.
subject.type Dimension
The type of subject line configured for an email asset.
subject.value Dimension
The subject line text of an email asset.
template Metric
The email or landing page template used for a marketing asset.
textOnly Dimension
Indicates if an email is a plain text-only email, without HTML formatting.
updatedAt Dimension
The date and time when the lead record or asset was last updated.
url Dimension
The URL associated with a landing page, file, or other web-addressable asset.
workspace Dimension
The name of the Marketo workspace where the asset or program resides, used for organizational purposes.