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		metric
Client IP Address	Client IP Address	The IP address of the client that performed the activity.	dimension
Date	Date		dimension
Description	Description	A textual explanation or detail about an asset, activity, or record. This field provides additional context or information.	dimension
Details	Details		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	Indicates whether the activity originated from a mobile device (true/false).	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 source of the activity or event, such as ‘Webform’ or ‘API’.	dimension
Subcategory	Subcategory		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
Webform ID	Webform ID	The unique identifier of the webform that was filled out by a user. This is a primary attribute for ‘Fill Out Form’ activities.	metric
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 program that is credited with acquiring the lead.	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	A score representing the lead’s engagement and behavior, often used in lead scoring models.	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		dimension
campaignId	campaignId	The unique identifier of the campaign associated with an activity or lead.	metric
channel	channel	The marketing channel through which a lead was acquired or an activity occurred (e.g., Email, Web, Social).	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		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		dimension
emailSuspendedAt	emailSuspendedAt		dimension
emailSuspendedCause	emailSuspendedCause		dimension
enableMunchkin	enableMunchkin	A setting that controls whether Munchkin tracking (Marketo’s web tracking code) is enabled for a given asset 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 in an email asset, such as ‘Marketing Mailbox’ or ‘Person Email’.	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 in an email asset, such as ‘Person Name’ or ‘Custom Text’.	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		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	Indicates if the record represents a lead (true/false).	dimension
isOpenTrackingDisabled	isOpenTrackingDisabled	Indicates if open tracking for emails is disabled for a lead or email asset.	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		dimension
lastName	lastName	The lead’s last name.	dimension
lastProgramSuccess	lastProgramSuccess		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	Represents the lead or person record in Marketo.	metric
leadRevenueCycleModelId	leadRevenueCycleModelId		dimension
leadRevenueStageId	leadRevenueStageId		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		dimension
mainPhone	mainPhone	The primary phone number of the lead’s company.	dimension
marketingSuspended	marketingSuspended		dimension
marketingSuspendedCause	marketingSuspendedCause		dimension
marketingSuspendedDate	marketingSuspendedDate		dimension
marketingSuspendedReason	marketingSuspendedReason		dimension
marketoGUID	marketoGUID	The unique global identifier assigned by Marketo to a record.	metric
medium	medium		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 acquired in Marketo.	dimension
mktoDoNotCallCause	mktoDoNotCallCause	The cause for a lead being marked as ‘Do Not Call’ in Marketo.	dimension
mktoIsCustomer	mktoIsCustomer	Indicates if the lead is currently a customer in Marketo.	dimension
mktoIsPartner	mktoIsPartner	Indicates if the lead is identified as a partner in Marketo.	dimension
mktoName	mktoName		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. Operational emails can be sent even if a lead is unsubscribed.	dimension
organization	organization	The organization or company associated with a lead.	dimension
originApplication	originApplication		dimension
originalReferrer	originalReferrer	The URL of the page that originally referred the lead to your website.	dimension
originalSearchEngine	originalSearchEngine	The search engine used by the lead for their original search that led to your website.	dimension
originalSearchPhrase	originalSearchPhrase	The search phrase or keywords used by the lead in their original search that led to your website.	dimension
originalSourceInfo	originalSourceInfo	Detailed information about the original source of the lead.	dimension
originalSourceType	originalSourceType	The type of the original source through which the lead was acquired (e.g., ‘Organic Search’, ‘Referral’).	dimension
parent	parent	The parent object of an asset, typically a folder 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		dimension
personType	personType		dimension
phone	phone	The lead’s phone number.	dimension
postalCode	postalCode	The lead’s postal code.	dimension
preHeader	preHeader	The preheader text for an email, displayed after the subject line in an 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
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	Detailed information about the source of the lead’s registration.	dimension
registrationSourceType	registrationSourceType	The type of source for the lead’s registration.	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 used in an email asset, such as ‘Marketing Mailbox’ or ‘Person Email’.	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 an entity, such as a user role in Marketo or a lead’s role in their company.	dimension
safetoSend	safetoSend	Indicates if an email is safe to send to the lead, considering factors like unsubscribe status and email invalidation.	dimension
salutation	salutation	The lead’s preferred salutation (e.g., ‘Mister’, ‘Misses’).	dimension
sfdcId	sfdcId	The unique identifier for the record in Salesforce.com (SFDC), if integrated.	dimension
sfdcName	sfdcName	The name of the record in Salesforce.com (SFDC), 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
sortOrder	sortOrder		dimension
source	source	The source of the lead or activity. For ‘Push Lead to Marketo’ activities, this can be an arbitrary string.	dimension
sourceDetail	sourceDetail	Additional details about the source of the lead or 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		dimension
subject.type	subject.type	The type of the email subject line, such as ‘Dynamic’ or ‘Static’.	dimension
subject.value	subject.value	The actual subject line text of an email asset.	dimension
subscriptionOptIn	subscriptionOptIn		dimension
subscriptionOptInDateStamp	subscriptionOptInDateStamp		dimension
subscriptionOptOutDateStamp	subscriptionOptOutDateStamp		dimension
supressEmail	supressEmail		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, such as ‘Email Template’ or ‘Landing Page Template’.	dimension
textOnly	textOnly		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
version	version		metric
website	website	The URL of the lead’s company website.	dimension
workSpaceId	workSpaceId	The unique identifier of the workspace an asset or lead belongs to.	metric
workspace	workspace	The name of the workspace an asset belongs to.	dimension