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
address	address	The physical address associated with a lead record in Marketo.	dimension
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
company	company	The company associated with a lead, or details of a company record.	dimension
contactCompany	contactCompany	The name of the company that the lead is a contact for.	metric
cookies	cookies	Data related to cookies used for tracking user activity and lead behavior on websites.	dimension
createdAt	createdAt	The timestamp indicating when a record or asset was created in Marketo.	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 date of birth associated with a lead record.	dimension
description	description	A textual explanation or summary for an asset, program, or other Marketo object.	dimension
email	email	The email address of a lead or the primary email for an email asset.	dimension
firstName	firstName	The first name of a lead.	dimension
folder.folderName	folder.folderName	The name of the folder where a marketing asset is organized.	dimension
folder.type	folder.type	The type of folder (e.g., Email Program, Default) used to categorize assets.	dimension
fromEmail.type	fromEmail.type	The type of ‘From’ email address configured for an email asset.	dimension
fromEmail.value	fromEmail.value	The actual email address used in the ‘From’ field when sending an email.	dimension
fromName.type	fromName.type	The type of ‘From’ name configured for an email asset.	dimension
fromName.value	fromName.value	The name displayed as the sender in the ‘From’ field of an email.	dimension
id	id	The unique identifier for the record or asset.	dimension
isAnonymous	isAnonymous	Indicates whether a lead record is currently anonymous, often before a known identity is established.	dimension
isLead	isLead	A boolean indicating if a record represents a lead in the Marketo database.	dimension
isOpenTrackingDisabled	isOpenTrackingDisabled	Indicates whether open tracking is disabled for a specific email asset.	dimension
lastName	lastName	The last name of a lead.	dimension
leadId	leadId	The unique identifier for a lead record.	metric
leadPartitionId	leadPartitionId	The unique identifier for the lead partition to which a lead belongs.	dimension
leadScore	leadScore	The leadScore field represents an integer score awarded to the lead by scoring campaigns and programs within Marketo.	dimension
leadSource	leadSource	The origin or channel through which a lead was acquired.	dimension
leadStatus	leadStatus	The current lifecycle status of a lead within the marketing automation process.	dimension
leadid	leadid	The unique identifier for a lead record in Marketo.	dimension
locale	locale	The geographical or cultural locale associated with a lead or asset.	dimension
marketoGUID	marketoGUID	The unique global identifier assigned by Marketo to a record.	metric
mktoAcquisitionDate	mktoAcquisitionDate	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.	dimension
mktoIsCustomer	mktoIsCustomer	A custom Marketo field indicating if a lead is a customer.	dimension
mktoIsPartner	mktoIsPartner	A custom Marketo field indicating if a lead is a partner.	dimension
name	name	The name of an asset, program, field, or other Marketo object.	dimension
operational	operational	Indicates if an email is an operational email, typically transactional and exempt from marketing consent settings.	dimension
originApplication	originApplication	The application or system from which a lead record originated.	dimension
postalCode	postalCode	The lead’s postal code.	dimension
preHeader	preHeader	The short summary text that follows the subject line when an email is viewed in the inbox.	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
replyEmail.type	replyEmail.type	The type of ‘Reply-To’ email address configured for an email asset.	dimension
replyEmail.value	replyEmail.value	The email address to which replies for an email asset will be sent.	dimension
salutation	salutation	The salutation or title used for a lead (e.g., Mr., Ms., Dr.).	dimension
status	status	The current status of an asset, program, or other Marketo object.	dimension
statuscode	statuscode	An HTTP status code or an internal code indicating the result of an API operation or the status of a process.	dimension
subject.type	subject.type	The type of subject line configured for an email asset.	dimension
subject.value	subject.value	The subject line text of an email asset.	dimension
template	template	The email or landing page template used for a marketing asset.	metric
textOnly	textOnly	Indicates if an email is a plain text-only email, without HTML formatting.	dimension
updatedAt	updatedAt	The date and time when the lead record or asset was last updated.	dimension
url	url	The URL associated with a landing page, file, or other web-addressable asset.	dimension
website	website	The website associated with a lead or company.	dimension
workspace	workspace	The name of the Marketo workspace where the asset or program resides, used for organizational purposes.	dimension