Salesforce Marketing Cloud: Most-used fields

The table below gives information about most-used fields that you can import from Salesforce Marketing Cloud. 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
ActionDateTime	ActionDateTime	The date and time when a specific event or action occurred, such as an email open or click.	dimension
ActivityExternalKey	ActivityExternalKey	A unique, user-defined identifier for an activity, often used in Journey Builder.	dimension
ActivityID	ActivityID	The unique identifier for an activity.	dimension
ActivityName	ActivityName	The name of the activity.	dimension
ActivityType	ActivityType	The type of activity, e.g., ‘Email’, ‘SMS’, or ‘Wait’.	dimension
Assignment_Date	Assignment_Date		dimension
BatchID	BatchID	An identifier that connects sends to later events like clicks and opens.	dimension
BounceCategory	BounceCategory	The category of an email bounce (e.g., ‘Soft Bounce’, ‘Hard Bounce’).	dimension
BounceCategoryID	BounceCategoryID	The unique identifier for the email bounce category.	dimension
BounceType	BounceType	The specific type of email bounce.	dimension
BounceTypeID	BounceTypeID	The unique identifier for the email bounce type.	dimension
Browser	Browser	The web browser used by the recipient when engaging with an email or other marketing content.	dimension
CUSTOMER_ID	CUSTOMER_ID	The unique identifier for a customer.	dimension
Campaign	Campaign	The name of the marketing campaign.	dimension
CampaignID	CampaignID	The unique identifier for the marketing campaign.	dimension
ClickLinkName	ClickLinkName	The descriptive name of the link that was clicked in an email.	dimension
ClickURL	ClickURL	The URL of the link that was clicked in an email.	dimension
Client.ID	Client.ID	The ID of the account that originated the send.	metric
CodeID	CodeID	An identifier for a specific code, such as a status code, an error code (e.g., SMTP code for email bounces), or a custom classification used within a marketing activity.	dimension
Contactid	Contactid	The unique identifier for a contact.	dimension
Contactkey	Contactkey	A unique identifier for a contact across multiple Marketing Cloud systems.	dimension
ConversationID	ConversationID	An identifier that links activities within an asynchronous process of an overall MobileConnect conversation or program.	dimension
ConversationStateID	ConversationStateID	A unique identifier that correlates mobile originated messages (MO messages) and mobile terminated messages (MT messages) in a single conversation within MobileConnect. This field is considered a legacy field in some contexts.	dimension
CreateDateTime	CreateDateTime	The date and time when the record or object was created.	dimension
CreatedDate	CreatedDate	The date and time of the object’s creation.	dimension
CustomerID	CustomerID	The unique identifier for a customer.	dimension
Customer_id	Customer_id	The unique identifier for a customer.	dimension
DE_insertDate	DE_insertDate	The date and time when a record was inserted into a Data Extension.	dimension
DOI	DOI	Indicates whether a Double Opt-In (DOI) process was completed for a subscriber, typically used for mobile message subscriptions or email opt-ins.	dimension
DOIDate	DOIDate	The date and time when a subscriber completed the Double Opt-In (DOI) process, providing their confirmed consent. This date is often stored in the CRM or subscriber data.	dimension
Date	Date	The date of the event or record.	dimension
DateAdded	DateAdded	The date when the record was added.	dimension
Delivered	Delivered	Indicates whether the message was successfully delivered to the recipient.	dimension
Description	Description	A descriptive text for the object.	dimension
Device	Device	The type of device (e.g., desktop, mobile, tablet) used by the recipient when engaging with marketing content.	dimension
Deviceid	Deviceid	The unique identifier for a mobile device, used for tracking mobile interactions or push notifications.	dimension
Duplicates	Duplicates	The number of duplicate email addresses associated with a send. This property exists only when a send targets multiple lists.	metric
EID	EID	The Enterprise ID, representing the unique identifier for the enterprise account.	dimension
Email.ID	Email.ID	A unique identifier for an email.	metric
Email.ObjectID	Email.ObjectID	A system-controlled, read-only text string identifier for an email object.	dimension
Email.PartnerKey	Email.PartnerKey	A unique identifier provided by a partner for an email object.	dimension
EmailAddress	EmailAddress	The email address of the subscriber.	dimension
EmailClient	EmailClient	The email client (e.g., Outlook, Gmail) used by the recipient to open an email, often available as a dimension in reporting.	dimension
EmailName	EmailName	The name of the email asset.	dimension
EmailOptOuts	EmailOptOuts	Indicates the email opt-out status for the contact.	metric
EventDate	EventDate	The date when a tracking event occurred.	dimension
EventType	EventType	The type of tracking event (e.g., Sent, Open, Click, Bounce, Unsubscribe).	dimension
ExistingUndeliverables	ExistingUndeliverables	The number of bounces that occurred on previous sends.	metric
ExistingUnsubscribes	ExistingUnsubscribes	The number of unsubscribe events that occurred in previous sends.	metric
FirstName	FirstName	The first name of the contact or subscriber.	dimension
ForwardedEmails	ForwardedEmails	The number of emails forwarded.	metric
FromAddress	FromAddress	The email address that appears as the sender.	dimension
FromName	FromName	The name of the sender.	dimension
Gender	Gender	Demographic data indicating the gender of a contact, used for personalization and segmentation. This data can be enriched from CRM and synced to Marketing Cloud.	dimension
HardBounces	HardBounces	The number of hard bounces for an email send. Hard bounces indicate permanent delivery failures.	metric
ID	ID	A read-only identifier for an object, often an integer.	dimension
Inbound	Inbound	Indicates if a message is an inbound message (e.g., from a subscriber to the system).	dimension
InvalidAddresses	InvalidAddresses	The number of invalid addresses associated with a send.	metric
IsMultipart	IsMultipart	Indicates if an email send definition is composed of multiple parts, such as HTML and plain text versions.	dimension
IsTest	IsTest	Indicates if the activity or send was a test.	dimension
IsUnique	IsUnique	Indicates if the event or record is unique.	dimension
IsValid	IsValid	Indicates the validity status of an entity or event, often a boolean (true/false) flag. For example, it could confirm the validity of an email address, a mobile message, or a data record.	dimension
JBActivityID	JBActivityID	The unique identifier for a specific activity within Journey Builder.	dimension
JBDefinitionID	JBDefinitionID	The unique identifier for a Journey Builder definition or journey.	dimension
JobID	JobID	The unique identifier for an email send job.	dimension
Job_CreatedDate	Job_CreatedDate	The date and time when the email send job was created.	dimension
JourneyActivityObjectID	JourneyActivityObjectID	The unique object identifier for an activity within a Journey Builder journey.	dimension
JourneyID	JourneyID	The unique identifier for a Journey Builder journey.	dimension
JourneyName	JourneyName	The name of the Journey Builder journey.	dimension
JourneyStatus	JourneyStatus	The current status of a Journey Builder journey, e.g., ‘Running’, ‘Paused’.	dimension
KeywordID	KeywordID	A unique identifier for a specific keyword used in MobileConnect SMS messaging.	dimension
Lang	Lang	The language or locale preference associated with a subscriber or account.	dimension
LastName	LastName	The last name of the contact or subscriber.	dimension
LastPublishedDate	LastPublishedDate	The date and time when the journey or content was last published.	dimension
LinkContent	LinkContent	The content of the link that was clicked.	dimension
LinkName	LinkName	The descriptive name of the link that was clicked.	dimension
List.ID	List.ID	The unique identifier for the list of subscribers.	metric
List.ListName	List.ListName	The name of the subscriber list.	dimension
List.ObjectID	List.ObjectID	A system-controlled, read-only text string identifier for a list object.	dimension
List.PartnerKey	List.PartnerKey	A unique identifier provided by a partner for a list object.	dimension
ListName	ListName	The name of the list to which the subscriber belongs.	dimension
MID	MID	The Member ID, representing the unique identifier for a Marketing Cloud account or business unit.	dimension
MessageID	MessageID	The unique identifier for a specific message instance, such as an email or SMS.	dimension
MessageText	MessageText	The actual content of an SMS or MMS message sent or received via MobileConnect.	dimension
Mobile	Mobile	Indicates if the interaction or engagement occurred on a mobile device.	dimension
MobileMessageRecurrenceID	MobileMessageRecurrenceID	The identifier for a recurring mobile message series, used to track repeated sends of SMS or MMS messages.	dimension
MobileMessageTrackingID	MobileMessageTrackingID	The unique identifier for tracking a mobile message.	dimension
ModifiedDate	ModifiedDate	The date and time when the object information was last modified.	dimension
ModifiedDateTime	ModifiedDateTime	The date and time when the record or object was last modified.	dimension
Name	Name	The name of the object or record.	dimension
NumberDelivered	NumberDelivered	The total number of emails successfully delivered.	metric
NumberErrored	NumberErrored	The total number of emails that encountered an error during delivery.	metric
NumberExcluded	NumberExcluded	The total number of subscribers excluded from a send.	metric
NumberSent	NumberSent	The total number of emails sent.	metric
NumberTargeted	NumberTargeted	The total number of recipients targeted for a send.	metric
ObjectID	ObjectID	A system-controlled, read-only text string identifier for an object.	dimension
OperatingSystem	OperatingSystem	The operating system (e.g., Windows, iOS, Android) of the device used by the recipient.	dimension
OptedIntoEmail	OptedIntoEmail	Indicates whether the subscriber has opted in to receive email communications.	metric
OptedIntoSMS	OptedIntoSMS	Indicates whether the subscriber has opted in to receive SMS communications.	metric
Optedin	Optedin	Indicates whether the subscriber has opted in to receive communications.	dimension
Optindate	Optindate	The date and time when the subscriber opted in.	dimension
Optoutdate	Optoutdate	The date and time when the subscriber opted out.	dimension
Ordinal	Ordinal	The ordinal position of an object within an array or a sequence.	dimension
OtherBounces	OtherBounces	The number of bounces that are not classified as hard or soft bounces.	metric
Outbound	Outbound	Indicates if a message is an outbound message (e.g., from the system to a subscriber).	dimension
PartnerKey	PartnerKey	A unique identifier provided by a partner for an object, accessible only via SOAP API.	dimension
PreviewURL	PreviewURL	The URL that can be used to preview the message associated with a send.	dimension
Reason	Reason	The reason for an action, such as an unsubscribe.	dimension
ResponseToMobileMessageTrackingID	ResponseToMobileMessageTrackingID	The tracking identifier for a response received in relation to a previously sent mobile message.	dimension
ResponseType	ResponseType	The type of response or engagement from a recipient, such as an email open, click, bounce, or a mobile message response.	dimension
SMSBatchID	SMSBatchID	An identifier that groups related SMS messages within a triggered send or batch.	dimension
SMSJobID	SMSJobID	The unique identifier for an SMS send job.	dimension
SMSOptOuts	SMSOptOuts	Indicates the SMS opt-out status for the contact.	metric
SMSStandardStatusCodeId	SMSStandardStatusCodeId	A standard numeric code indicating the delivery status of an SMS message, returned from MobileConnect API calls or _SMSMessageTracking data view.	dimension
SendDate	SendDate	The date when an email send occurred or was scheduled.	dimension
SendGroupID	SendGroupID	The identifier for a group of recipients targeted in an email or mobile message send.	dimension
SendID	SendID	A unique identifier for a specific send.	metric
SendJobID	SendJobID	The unique identifier for a specific send job.	dimension
SendPersonID	SendPersonID	An identifier for the individual or system responsible for initiating a send job, such as an email send. This relates to aggregate send data from ET_Send or subscriber information from ET_Subscriber.	dimension
SendSegmentID	SendSegmentID	The identifier of the audience segment targeted by an email or mobile message send.	dimension
SendSplitID	SendSplitID	The identifier for a specific split in a send, often used in A/B testing or Journey Builder paths to track performance of different message versions.	dimension
SendStatus	SendStatus	The status of the send, e.g., ‘Sent’, ‘Delivered’, ‘Bounced’.	dimension
Sent	Sent	Indicates whether the message was sent to the recipient.	dimension
SentDate	SentDate	The date when an email was sent.	dimension
SharedKeyword	SharedKeyword	The text of a keyword used for SMS messaging in MobileConnect, which can be configured for shared short codes.	dimension
ShortCode	ShortCode	The short code used for mobile messaging.	dimension
SoftBounces	SoftBounces	The number of soft bounces for an email send, indicating temporary delivery failures.	metric
Source	Source	The source of the data or event.	dimension
Status	Status	The status of a send job or other object.	dimension
Subject	Subject	The subject line of an email.	dimension
SubjectLine	SubjectLine	The subject line of the email that was sent.	dimension
SubscriberID	SubscriberID	The unique identifier for a subscriber.	dimension
SubscriberKey	SubscriberKey	A unique identifier for a subscriber.	dimension
TimeStamp	TimeStamp	The date and time when an event occurred.	dimension
TriggeredSendCustomerKey	TriggeredSendCustomerKey	A unique, user-defined identifier for a triggered send definition.	dimension
TriggeredSendDefinitionObjectID	TriggeredSendDefinitionObjectID	Identifies the triggered send definition associated with an event.	dimension
URL	URL	A URL associated with an email or click event.	dimension
URLID	URLID	The ID associated with a specific URL in a tracked email.	metric
UUID	UUID	A universally unique identifier for a record or entity within Marketing Cloud.	dimension
Undelivered	Undelivered	Indicates whether the message was not delivered to the recipient.	dimension
UniqueClicks	UniqueClicks	The number of unique clicks on links within an email.	metric
UniqueOpens	UniqueOpens	The number of unique opens for an email.	metric
UnsubDate	UnsubDate	The date and time when the subscriber unsubscribed.	dimension
Unsubscribes	Unsubscribes	The total number of unsubscribes from an email send or list.	metric
VersionID	VersionID	The unique identifier for a specific version of an object, such as a journey.	dimension
VersionNumber	VersionNumber	The version number of an object, such as a journey.	dimension
assetType.displayName	assetType.displayName	The human-readable name of the content asset’s type (e.g., ‘email’, ‘image’, ‘document’). In the API, ‘name’ typically serves as the display name.	dimension
assetType.id	assetType.id	The numeric identifier for the content asset’s type, such as ‘196’ for a text block.	dimension
assetType.name	assetType.name	The programmatic name of the content asset’s type. If omitted or not matching the ID during creation, the API automatically sets it.	dimension
category.id	category.id	The unique identifier for the category (folder) where a content asset is organized.	dimension
category.name	category.name	The name of the content asset category (folder). Categories are used to organize content assets.	dimension
category.parentId	category.parentId	The identifier of the parent category, indicating a hierarchical structure for content organization. This allows for nested categories.	dimension
confirm_date	confirm_date	The date on which a confirmation event occurred, such as a Double Opt-In confirmation for a subscriber.	dimension
confirmed	confirmed	A boolean indicator specifying whether a subscription or other action has been confirmed, often in MobileConnect’s opt-in processes.	dimension
createdBy.email	createdBy.email		dimension
createdBy.id	createdBy.id	The unique identifier of the user who created the object or record. Corresponds to CreatedById in system fields.	dimension
createdBy.name	createdBy.name		dimension
createdBy.userId	createdBy.userId		dimension
createdDate	createdDate	The date and time when the object or record was created. This is a system-controlled, read-only field.	dimension
customerKey	customerKey	A user-supplied unique identifier for an object, which corresponds to the external key assigned to it.	dimension
data.email.attributes.0.attributeType	data.email.attributes.0.attributeType	The type of the email attribute, which could define its data format or purpose within a data extension context. Likely corresponds to PropertyDefinition data type.	dimension
data.email.attributes.0.channel	data.email.attributes.0.channel		dimension
data.email.attributes.0.displayName	data.email.attributes.0.displayName		dimension
data.email.attributes.0.name	data.email.attributes.0.name	The programmatic name of a specific email attribute within a data extension row.	dimension
data.email.attributes.0.order	data.email.attributes.0.order	The ordinal position or sequence of the email attribute, used for display or processing order.	dimension
data.email.attributes.0.value	data.email.attributes.0.value	The actual value associated with the specific email attribute.	dimension
data.email.legacy.legacyCategoryId	data.email.legacy.legacyCategoryId		dimension
data.email.legacy.legacyId	data.email.legacy.legacyId	A historical unique identifier for an email, often used to tie to older systems or content. This corresponds to the Email ID when a send object returns it.	dimension
data.email.legacy.legacyKey	data.email.legacy.legacyKey		dimension
data.email.legacy.legacyType	data.email.legacy.legacyType		dimension
data.email.options.characterEncoding	data.email.options.characterEncoding		dimension
description	description	An optional text providing additional details or information about the content asset or object.	dimension
emailAddress	emailAddress	The email address of the subscriber.	dimension
enterpriseId	enterpriseId	The unique identifier for the parent Enterprise account or business unit within Marketing Cloud. Often referred to as EID.	dimension
id	id	A system-controlled, read-only unique identifier for the object or record. Some objects use ObjectID as a unique ID.	metric
insertDate	insertDate	The date and time when the record was first inserted.	dimension
legacyData.legacyCategoryId	legacyData.legacyCategoryId		dimension
legacyData.legacyId	legacyData.legacyId		dimension
legacyData.legacyKey	legacyData.legacyKey		dimension
legacyData.legacyType	legacyData.legacyType		dimension
memberId	memberId	The unique identifier for a Marketing Cloud account or business unit (MID).	dimension
modelVersion	modelVersion		dimension
modifiedBy.email	modifiedBy.email		dimension
modifiedBy.id	modifiedBy.id	The unique identifier of the user who last modified the object or record. Corresponds to LastModifiedById in system fields.	dimension
modifiedBy.name	modifiedBy.name		dimension
modifiedBy.userId	modifiedBy.userId		dimension
modifiedDate	modifiedDate	The date and time when the object or record was last modified. This is a system-controlled, read-only field.	dimension
name	name	The display name of the object, asset, or record. For data extension rows, it can be the name of a field.	dimension
objectID	objectID	A system-controlled, read-only text string identifier for an object. Some objects use this property as a unique ID.	dimension
owner.email	owner.email	The email address of the owner of the object, typically describing account ownership of a subscriber in an on-your-behalf account.	dimension
owner.id	owner.id	The unique identifier of the owner of the object, typically describing account ownership of a subscriber in an on-your-behalf account.	dimension
owner.name	owner.name	The name of the owner of the object, typically describing account ownership of a subscriber in an on-your-behalf account.	dimension
owner.userId	owner.userId	The unique user ID of the owner of the object, typically describing account ownership of a subscriber in an on-your-behalf account.	dimension
sent	sent	Indicates if the message or item has been sent.	metric
sms	sms	Refers to Short Message Service (SMS) communications, primarily managed through the MobileConnect application.	dimension
sms_date	sms_date	The date and time an SMS message event occurred.	dimension
status	status	The current status of the object or record.	dimension
status.id	status.id	The unique identifier for the current status of an object or send.	dimension
status.name	status.name	The name of the current status of an object or send (e.g., ‘Sent’, ‘Bounced’, ‘Active’).	dimension
thumbnail.thumbnailUrl	thumbnail.thumbnailUrl		dimension
updateDate	updateDate	The date and time when the record was last updated.	dimension
uuid	uuid	A universally unique identifier for a record or entity within Marketing Cloud.	dimension