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
Browser	Browser	The web browser used by the user when an activity occurred. This is derived from the User Agent string.	dimension
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
Date	Date	The date associated with a record, similar to ‘date’, often indicating creation or activity timestamps.	dimension
Description	Description	A textual description providing additional details about an asset or other Marketo entity.	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
Form Fields	Form Fields	The fields and their submitted values from a web form.	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
Search Engine	Search Engine	The search engine that referred the user to the webpage.	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
URL	URL	The Uniform Resource Locator (web address) associated with a web activity, such as a visited webpage or a clicked link.	dimension
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
Webpage URL	Webpage URL	The full URL of the webpage where the activity took place.	dimension
acquisitionProgramId	acquisitionProgramId	The unique identifier of the Marketo program through which a lead was acquired.	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
address	address	The lead’s address.	dimension
annualRevenue	annualRevenue	The annual revenue of the lead’s company.	dimension
anonymousIP	anonymousIP	The IP address recorded during the lead’s first web visit when they were anonymous.	dimension
behaviorScore	behaviorScore	An integer score reflecting the lead’s engagement and behavior, often influenced by scoring campaigns and programs.	dimension
billingCity	billingCity	The city component of the lead’s billing address.	dimension
billingCountry	billingCountry	The country component of the lead’s billing address.	dimension
billingPostalCode	billingPostalCode	The postal code component of the lead’s billing address.	dimension
billingState	billingState	The state or province component of the lead’s billing address.	dimension
billingStreet	billingStreet	The street address component of the lead’s billing address.	dimension
campaign	campaign	Refers to a marketing campaign or Smart Campaign within Marketo.	dimension
campaignId	campaignId	The unique identifier of the campaign associated with an activity or lead.	metric
channel	channel	The marketing channel associated with a program or other marketing asset.	dimension
city	city	The lead’s city.	dimension
company	company	The name of the lead’s company.	dimension
contactCompany	contactCompany	The company name associated with a contact record, often linked to a lead.	metric
cookies	cookies	Munchkin cookie value, used to associate web activity with a lead.	dimension
country	country	The lead’s country.	dimension
createdAt	createdAt	The date and time when the lead record or asset was initially created.	dimension
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
department	department	The lead’s department within their company.	dimension
description	description	A textual explanation or detail about an asset, activity, or record. This field provides additional context or information.	dimension
doNotCall	doNotCall	Indicates the lead’s preference regarding phone calls (true/false).	dimension
doNotCallReason	doNotCallReason	Explanation for the lead’s do-not-call preference.	dimension
email	email	The primary email address of the lead. This is a standard Marketo key field for lead records.	dimension
emailInvalid	emailInvalid	Indicates if the email address is invalid, which will block all emails to that address. Automatically set to true by email bounces.	dimension
emailInvalidCause	emailInvalidCause	The reason or bounce message that caused the email invalid status to be set.	dimension
emailSuspended	emailSuspended	A boolean indicator if email communications are suspended for a lead, preventing non-operational emails.	dimension
emailSuspendedAt	emailSuspendedAt	The date and time when email communications were suspended for the lead.	dimension
emailSuspendedCause	emailSuspendedCause	The reason or cause for the email communication suspension.	dimension
enableMunchkin	enableMunchkin	Indicates whether Marketo’s Munchkin web tracking is enabled for an activity or instance.	dimension
fax	fax	The lead’s fax number.	dimension
firstName	firstName	The lead’s first name.	dimension
folder.folderName	folder.folderName	The name of the parent folder containing an asset.	dimension
folder.id	folder.id	The unique identifier of the parent folder containing an asset.	metric
folder.name	folder.name	The name of the parent folder containing an asset.	dimension
folder.type	folder.type	The type of the parent folder (e.g., ‘Folder’, ‘Email’).	dimension
folderId.id	folderId.id	The unique identifier of the folder. This is a nested field representing the ID of the folder.	metric
folderId.type	folderId.type	The type of the folder (e.g., ‘Folder’). This is a nested field representing the type of the folder.	dimension
folderType	folderType	The specific type of the folder, such as ‘Email’, ‘Marketing Folder’, or ‘Program’.	dimension
formPrefill	formPrefill	Indicates whether form fields are pre-filled with known lead data.	dimension
fromEmail.type	fromEmail.type	The type of the ‘from’ email address used for an email asset.	dimension
fromEmail.value	fromEmail.value	The actual email address used in the ‘from’ field of an email asset.	dimension
fromName.type	fromName.type	The type of the ‘from’ name used for an email asset.	dimension
fromName.value	fromName.value	The actual name used in the ‘from’ field of an email asset.	dimension
gender	gender	The lead’s gender, often populated during social sign-in.	dimension
groupId	groupId	The unique identifier for a group of marketing assets, such as a Folder or a Program, within Marketo. This ID helps in organizing and retrieving related marketing collateral and workflows.	dimension
id	id	The unique identifier for the record or asset.	dimension
industry	industry	The lead’s industry.	dimension
inferredCity	inferredCity	The lead’s city, inferred by reverse IP lookup from their first recorded web visit.	dimension
inferredCompany	inferredCompany	The company name, inferred by reverse IP lookup from the lead’s first recorded web visit.	dimension
inferredCountry	inferredCountry	The country, inferred by reverse IP lookup from the lead’s first recorded web visit.	dimension
inferredMetropolitanArea	inferredMetropolitanArea	The lead’s metropolitan area, inferred by reverse IP lookup from their first recorded web visit.	metric
inferredPhoneAreaCode	inferredPhoneAreaCode	The lead’s phone area code, inferred by reverse IP lookup from their first recorded web visit.	dimension
inferredPostalCode	inferredPostalCode	The lead’s postal code, inferred by reverse IP lookup from their first recorded web visit.	dimension
inferredStateRegion	inferredStateRegion	The lead’s state or region, inferred by reverse IP lookup from their first recorded web visit.	dimension
isAnonymous	isAnonymous	Indicates if the lead record is currently anonymous. This field is system-managed.	dimension
isArchive	isArchive	Indicates if an asset, such as a folder, is archived.	dimension
isLead	isLead	A boolean indicator signifying whether the record represents a lead in the Marketo database.	dimension
isOpenTrackingDisabled	isOpenTrackingDisabled	Indicates if open tracking for an email asset is disabled.	dimension
isSystem	isSystem	Indicates if an asset, such as a folder, is a system-generated asset.	dimension
keywords	keywords	Keywords associated with an asset like a landing page, used for search or categorization.	dimension
language	language	The preferred language associated with a person or lead record.	dimension
lastName	lastName	The lead’s last name.	dimension
lastProgramSuccess	lastProgramSuccess	The date and time of a lead’s last successful engagement or completion within a Marketo program.	dimension
lastReferredEnrollment	lastReferredEnrollment	The date of the last completed referral enrollment attributed to the lead.	dimension
lastReferredVisit	lastReferredVisit	The date of the last referred visit attributed to the lead.	dimension
leadId	leadId	The unique identifier for a lead record.	metric
leadPartitionId	leadPartitionId	The unique identifier of the lead partition the lead belongs to.	metric
leadPerson	leadPerson	References the core lead entity or person record within the Marketo database.	metric
leadRevenueCycleModelId	leadRevenueCycleModelId	The identifier for the revenue cycle model associated with the lead, used for tracking their journey.	dimension
leadRevenueStageId	leadRevenueStageId	The identifier for the specific revenue stage the lead is currently in within a revenue cycle model.	dimension
leadRole	leadRole	The lead’s role within their company.	dimension
leadScore	leadScore	An integer score awarded to the lead by scoring campaigns and programs.	metric
leadSource	leadSource	The field recording what source the lead originated from.	dimension
leadStatus	leadStatus	The field recording the current marketing/sales status of the lead.	dimension
leadid	leadid	The unique identifier for a lead record.	dimension
locale	locale	The geographic or cultural locale associated with the lead.	dimension
mainPhone	mainPhone	The primary phone number of the lead’s company.	dimension
marketingSuspended	marketingSuspended	A boolean indicator if all marketing communications are suspended for a lead.	dimension
marketingSuspendedCause	marketingSuspendedCause	The reason or cause for the overall marketing communication suspension.	dimension
marketingSuspendedDate	marketingSuspendedDate	The date when all marketing communications were suspended for the lead.	dimension
marketingSuspendedReason	marketingSuspendedReason	A more detailed explanation of the reason for the marketing communication suspension.	dimension
marketoGUID	marketoGUID	The unique global identifier assigned by Marketo to a record.	metric
medium	medium	The marketing channel or method through which an interaction occurred, such as email, social media, or web.	dimension
middleName	middleName	The lead’s middle name.	dimension
mimeType	mimeType	The Multipurpose Internet Mail Extensions (MIME) type of a file asset, indicating its format.	dimension
mktoAcquisitionDate	mktoAcquisitionDate	The date when the lead was first acquired into the Marketo system.	dimension
mktoDoNotCallCause	mktoDoNotCallCause	The reason provided for why a lead should not be contacted by phone.	dimension
mktoIsCustomer	mktoIsCustomer	A boolean indicator identifying if the lead is classified as an existing customer in Marketo.	dimension
mktoIsPartner	mktoIsPartner	A boolean indicator identifying if the lead is classified as a partner in Marketo.	dimension
mktoName	mktoName	The internal Marketo name or identifier for an entity, such as an asset, program, or activity type.	dimension
mobilePhone	mobilePhone	The lead’s mobile phone number.	dimension
name	name	The name of the asset, field, or record.	dimension
numberOfEmployees	numberOfEmployees	The number of employees in the lead’s company.	dimension
operational	operational	Indicates if an email is operational (transactional) rather than marketing-related, allowing it to bypass some subscription statuses.	dimension
organization	organization	The organization or company that the lead is associated with.	dimension
originApplication	originApplication	The name of the application or system from which a lead record or activity originated.	dimension
originalReferrer	originalReferrer	The URL of the webpage that referred the lead to the Marketo-tracked site for their initial visit.	dimension
originalSearchEngine	originalSearchEngine	The search engine used by the lead for their initial visit that led to Marketo tracking.	dimension
originalSearchPhrase	originalSearchPhrase	The search phrase or keywords used by the lead during their initial search.	dimension
originalSourceInfo	originalSourceInfo	Additional information detailing the original source from which the lead was acquired.	dimension
originalSourceType	originalSourceType	The classification of the lead’s initial source, such as organic search, social media, or direct traffic.	dimension
parent	parent	The parent folder or organizational unit for an asset or program.	dimension
parent.id	parent.id	The unique identifier of the parent object (e.g., folder, program) that contains the current asset.	metric
parent.type	parent.type	The type of the parent object (e.g., ‘Folder’).	dimension
path	path	The hierarchical path of an asset within Marketo (e.g., ‘/Design Studio/Default/Emails/Social Media’).	dimension
personTimeZone	personTimeZone	The timezone preference of the person or lead.	dimension
personType	personType	A classification of the person record, such as prospect, customer, or partner.	dimension
phone	phone	The lead’s phone number.	dimension
postalCode	postalCode	The lead’s postal code.	dimension
preHeader	preHeader	The preheader text displayed after the subject line in an email client for an email asset.	dimension
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
priority	priority	The lead’s Sales Insight priority. This field is system-managed.	dimension
programId	programId	The unique identifier of a Marketo program.	metric
registrationSourceInfo	registrationSourceInfo	Additional information about the source through which a lead registered for an event or form.	dimension
registrationSourceType	registrationSourceType	The type of source through which a lead registered, such as a specific form or event.	dimension
relativeScore	relativeScore	The lead’s Sales Insight relative score. This field is system-managed.	dimension
relativeUrgency	relativeUrgency	The lead’s Sales Insight relative urgency. This field is system-managed.	dimension
replyEmail.type	replyEmail.type	The type of the ‘reply-to’ email address for an email asset.	dimension
replyEmail.value	replyEmail.value	The actual email address used in the ‘reply-to’ field of an email asset.	dimension
role	role	The role of the person within their company, or in relation to an opportunity.	dimension
safetoSend	safetoSend	A boolean indicator assessing if an email can be safely sent to a lead, considering subscription and suppression statuses.	dimension
salutation	salutation	The lead’s preferred salutation (e.g., ‘Mister’, ‘Misses’).	dimension
sfdcId	sfdcId	Salesforce ID (SFDC ID). Note: This field is a formula field and will always return null via the REST API; use sfdcLeadId or sfdcContactId instead for actual Salesforce IDs.	dimension
sfdcName	sfdcName	The name of the corresponding record in Salesforce, if integrated.	dimension
sicCode	sicCode	The Standard Industrial Classification (SIC) code of the lead’s company.	dimension
site	site	A field that can be used to categorize leads based on a specific site affiliation.	dimension
size	size	The size of a file asset in bytes.	metric
source	source	The source of the lead or activity. For ‘Push Lead to Marketo’ activities, this can be an arbitrary string.	dimension
sourceDetail	sourceDetail	Specific information about the origin or acquisition source of a lead or an activity.	dimension
state	state	The lead’s state or province.	dimension
status	status	The current status of an asset, job, or lead record (e.g., ‘Draft’, ‘Approved’, ‘Completed’).	dimension
statuscode	statuscode	The HTTP status code of the API response, indicating the outcome of the request.	dimension
subject.type	subject.type	The type of the subject line for an email asset.	dimension
subject.value	subject.value	The actual subject line text of an email asset.	dimension
subscriptionOptIn	subscriptionOptIn	A boolean indicator if the lead has explicitly opted into receiving subscriptions or communications.	dimension
subscriptionOptInDateStamp	subscriptionOptInDateStamp	The date and time when the lead opted into subscriptions.	dimension
subscriptionOptOutDateStamp	subscriptionOptOutDateStamp	The date and time when the lead opted out of subscriptions.	dimension
supressEmail	supressEmail	A boolean indicator if email delivery to the lead is suppressed.	dimension
template	template	The unique identifier or name of the template used for an asset, such as an email or landing page.	metric
templateType	templateType	The type of template used for an email or landing page asset.	dimension
textOnly	textOnly	A boolean indicator if an email asset is formatted as plain text only.	dimension
title	title	The lead’s job title or the title of an asset like a landing page.	dimension
type	type	The type of an asset, folder, or activity.	dimension
unsubscribed	unsubscribed	The lead’s email unsubscribed status. If true, it prevents receipt of non-operational emails.	dimension
unsubscribedReason	unsubscribedReason	The reason for the lead’s unsubscribed status, populated if the lead unsubscribed directly from a Marketo email.	dimension
updatedAt	updatedAt	The date and time when the lead record or asset was last updated.	dimension
urgency	urgency	The lead’s Sales Insight urgency. This field is system-managed.	dimension
url	url	The URL of an asset like a file or landing page.	dimension
value	value	The value of a specific attribute or token.	dimension
website	website	The URL of the lead’s company website.	dimension
workSpaceId	workSpaceId	The unique identifier of the Marketo workspace to which an asset or program belongs.	metric
workspace	workspace	The name of the workspace an asset belongs to.	dimension