Skip to main content

Marketo: Dimensions and metrics

Dimensions and metrics available for Marketo data requests in Funnel.

How to get these dimensions and metrics in your workspace?

What do you need?

Submit a data request. See Request new data in Funnel.

  • Business or Enterprise plan

  • Leads volume — how many total leads are in your Marketo instance?

  • Activity volume — roughly how many events (opens, clicks, submissions, and so on) occur on a typical day?

  • Data requirements — which reports and fields are essential vs. nice to have?

  • API limits — your daily Marketo API quota, if known

Data Availability and Limitations

Funnel integrates with Marketo using the Marketo Bulk Extract API. While this enables access to large datasets, there are some important limitations to be aware of.

​

Not Supported

The Marketo API does not support (or Funnel does not ingest):

​

  • Data Value Change events (Activity Type ID 13)

​

These dramatically increase data volumes and can cause performance and usability issues. * Guaranteed 1:1 parity with Marketo UI reporting

​

Attribution models differ between the API and the UI, which may result in small discrepancies. * Unlimited historical backfills

​

Marketo applies data retention limits for certain activity types, which restrict how far back data can be retrieved.

​

Supported Report Types

Leads Report

Dimensions

​

  • Created At

  • Id

  • Marketo GUID

  • Salesforce Lead ID (sfdcleadid)

  • Email

  • Company

  • Title

  • Job Function

  • Responsibility Level

  • Industry

  • Subindustry

  • Normalized Website

  • Business Size

  • Number of Employees

  • Number of Opportunities

  • Country

  • Persona

​

Lifecycle Dates

​

  • Date Became MQL

  • Date Became SAL

  • Date Became SQL

  • Date Became Customer

​

Revenue

​

  • ARR

​

Attribution

​

  • UTM Source

  • UTM Medium

  • UTM Campaign

  • UTM Content

  • UTM Term

​

Activities Report

Dimensions

​

  • Marketo GUID

  • Lead ID

  • Activity Date

  • Activity Type ID

  • Campaign ID

  • Primary Attribute Value ID

  • Primary Attribute Value

​

This report typically includes activities such as:

​

  • Email sends, opens, and clicks

  • Form submissions

  • Campaign interactions

​

(Exact activity types depend on API availability and volume constraints.)

Did this answer your question?

Related Articles