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Having a lot of SFDC records can possibly impact the Marketo sync speed. I define a large SFDC instance as someone with more than 1M records based on the number of Account, Contacts and Leads they have. The first step in optimizing sync performance is to run counts in SFDC on the number of Accounts, Contacts, Leads, and Tasks.


Here are possible options to improve performance:


  • Clean up the SFDC database to reduce the amount of contacts and leads you have in the system. Start by deleting junk and test records. Merge duplicates if possible.
  • Implement a custom sync rule to limit the number of contacts and leads which will sync.
  • I recommend preventing records without an email address from initially syncing with Marketo, since Marketo uses email address as the unique key for de-duplication. Setup workflow rules in SFDC to enable the record to sync once a sales rep enters an email address for the record.
  • If you don’t use tasks in Marketo, you can with support to disable tasks from syncing.


Here are some additional resources for learning about the Marketo integration with SFDC.

I was reviewing all the great articles about implementing a custom sync rule and thought it would be nice to finally have them all in one location. Enjoy!


First, what is a custom sync rule? A custom sync rule can be used to keep specified records from syncing with Marketo. For example, if you have a lot of records without an email address it is recommended not to have them sync to Marketo.


Restricting Leads from Syncing to SFDC With Sync Filters by Mike Reynolds

Mike's article provides instructions for setting up the rules if you have SFDC. It includes a step by step guide with screenshots.


"Sync with Marketo" mysteries part 1 by Grégoire Michel

"Sync with Marketo" mysteries part 2 by Grégoire Michel

Greg's articles go in-depth about how the custom sync rule works.


Marketo Custom Sync Filter for Microsoft Dynamics CRM by Kristen Carmean
Kristen's article shows how a similar rule can be implemented in Dynamics without configuring anything in Marketo.


Finally, here are my instructions for creating a custom sync rule including step by step instructions.


Step 1 - Create the field for the Sync Rule in SFDC (Lead and Contact Object). Make sure you map the two fields together. Make the fields visible to Marketo. Check in Marketo to see if the fields appear. (Marketo Admin => Field Management)


SFDC Field Example = sync_to_marketo (Type Boolean (aka True/False))


Note: Do not use a formula field since the sync will automatically stop whenever the field changes to false which will cause you headaches since Marketo won’t recognize the value change.


Step 2 – Create a workflow rule in SFDC to automatically change the field from false to true for any new lead that is create in SFDC with an email address. Create an additional rule which changes the field from false to true if the email address field changes from empty to not empty.


Do not create a rule to change the field back from true to false is the email address is changed to NULL. The workflow rule should only run if the  sync_to_marketo field is set to false. It should run every time a lead is created or the email address field changes from null.


In SFDC, update all records to sync_to_marketo based on your criteria.


Step 3 - Contact Marketo support and request a custom sync rule be created.  Best practice is implement the rule prior to the record sync.


Ticket Example

Account String for the instance (Information can be found in Admin => Landing Page) Example: acmecompany


Hi Support,


I need a sync filter rule created. If the SFDC field below is checked (True) the record should sync between SFDC and Marketo. If the field is not checked the record should not sync. The rule should apply to both leads and contacts.


The field is


API Name



Friendly Label

Sync_with_marketo or Sync with Marketo



  • You cannot setup a custom sync filter until the field mapping schema has been configured. The ideal time to request a custom sync filter is after the schema has been configured and before you start the record sync.
  • You can use custom sync filters on the Lead and Contact object plus the Account and User object. You cannot use a custom sync filter for the Opportunity or Campaign objects.
  • If the integration has already been completed, and a custom sync rule is necessary to reduce the number of synced records in the Marketo database, follow these steps:
    • Create "sync_to_marketo" field in SFDC on the lead and contact
    • Map the lead field to the contact field
    • Expose the field to Marketo sync user in SFDC
    • Create Workflow rule that defines which records to sync (eg Email Address contains is not empty)
    • Update records accordingly via data loader or similar tool
    • Run reports to get record counts, for both lead and contact
    • Compare record counts in Marketo and SFDC
    • Schedule the go-live time with Marketo support
    • Marketo support to implement sync rule
    • Identify the SFDC records in Marketo you want to delete
      • SFDC is Created is not empty
      • sync_with_marketo = false


Here are some additional resources for learning about the Marketo integration with SFDC.


Here is a checklist if you are preparing for your initial SFDC sync

  1. If the integration has already been completed, and a custom sync rule is necessary to reduce the number of synced records as well as the overall number of records in the Marketo database, follow these steps:


  1. Create "sync_with_marketo" field in SFDC on the lead and contact

  2. Map the lead field to the contact field

  3. Expose the field to Marketo sync user in SFDC

  4. Create Workflow rule that defines which records to sync, I.e. Email Address contains is not empty

  5. Update records accordingly via data loader or similar tool

  6. Run reports to get record counts, for both lead and contact

  7. Compare record counts in Marketo and SFDC

  8. Schedule the go-live time with Marketo support

  9. Marketo support to implement sync rule

  10. Identify the SFDC records in Marketo you want to delete

    1. SFDC is Created is not empty

    2. sync_with_marketo = false

Customers often ask me for tips for improving the integration, specifically the sync speed, between Marketo and SFDC. The syncing of a lot of fields can impact performance. Here is a list of things you can do to optimize the field sync between the two systems.


  1. Start by reviewing the activity log of a few records (leads and contacts) plus recently created and older records. If you see a lot of data value changes for fields you don’t ever use on a form or to segment your database they are probably fields you synced over unnecessarily. If the value of a field is changing every day the field is probably a formula field. Since it is difficult to use a formula field in Marketo I would recommend unsyncing it.

    Example of possible fields to unsync:
  2. Create a field dictionary listing the purpose of each field you are interested in unsyncing. A helpful way to see the SFDC field label and API name is a list of all the fields in Marketo (Marketo only and Synced from SFDC).
    1. Lookup each field you are interested in unsyncing in Marketo to determine how it is being used. Marketo will show you which smart lists and campaigns the field is being used in.
    2. Consult with your SFDC Admin if you don’t understand the purpose of a field.
    3. Run reports in SFDC or smart lists in Marketo to determine if the field is populated for many records and to review the values in the field.
  3. I recommend considering unsyncing a field if any of the following are true:
    1. If a field isn’t being used in a target marketing, a smart list, form or list import
    2. If you don’t understand the purpose of the field
    3. If the field isn’t populated for many records or the data doesn’t look valid.
  4. To unsync a field, meaning stopping the data sync between the two systems, have your SFDC Admin hide the field in the profile for the Marketo user. Remember to also hide the field in Marketo.
  5. That’s it. You can always start the data sync for field again by having your SFDC Admin make the field visible again in the profile for the Marketo user and change the SFDC last updated date for all the records so all the values are updated in Marketo. You will also need to unhide the field in Marketo.


Bonus tip: Remember to evaluate all the fields syncing between the two systems for all SFDC objects. Start with the Opportunity and Account objects but don’t neglect looking at any custom objects that are syncing.


Here are some additional resources for learning about the Marketo integration with SFDC.

Do you ignore the Marketo notifications because looking at potential issues isn't much fun? Many times they aren’t as bad as you might. Here are some of the common notifications I have seen and some tips regarding what to do about them.




Example of Error

Impact to Marketo if any

Recommended Action in Marketo if any

Salesforce Sync Error

An unexpected error occurred.

soqlBatchQuery failed.

Marketo will time out and try again during the next sync cycle.

Marketo logs the error to help identify whether it is a recurring issue and to assist your SFDC admin in investigating it. The error is not caused by Marketo and there is no data loss and all updates will eventually sync. Any investigation into the cause of the error needs to be done in Salesforce.

Salesforce Sync Error: Server is not Available

Marketo is unable to log into your Salesforce account.

The Salesforce server is not available.

Marketo will try again during the next sync cycle.


Salesforce Sync Error: Unable to update Lead

Marketo is unable to update Lead in Salesforce.

INSUFFICIENT_ACCESS_OR_READONLY: insufficient access rights on object id.

Record will not be able to sync to SFDC.

Verify that the SFDC profile that is assigned to the Marketo sync user has the correct permissions. The error can be caused be an object level or field level permission. One way to make sure is to look a given leads error message and see the last sync to SFDC attempt, paying attention to the last fields that were passed over from Marketo to SFDC. Resync lead as needed.

Salesforce Sync Error: Unable to update Lead

Marketo is unable to update Lead in Salesforce.


Record will not be able to sync to SFDC

Verify that the SFDC validation rule is met for the field specified. Create campaigns in Marketo if necessary to put the correct value or a temporary value in the field if you want to sync the record before collecting the correct value. Resync lead as needed.

Salesforce Sync Warning: Change in Salesforce Field

One or more fields has been changed in such as a change to the field's picklist or the length of the field

The following fields have been changed:

•  Lead Source picklist entries changed

•  maximum length changed - old value: '2000', new value: '32768'

The form using the field will automatically be re-approved causing the Landing page asset listed using field will be made as draft to reflect change.

Check your forms and make sure these fields are correct. Then re-approve the landing pages to update the live version.


Here are some additional resources for learning about the Marketo integration with SFDC.

Here is a list of some items that you should check in SFDC if you see a failed to sync error. Typically the root cause is linked to the permissions of the Marketo user that you have set up in SFDC but sometimes it may be a validation rule causing the issue. Usually the Marketo notification will show at least one of the leads affected which you can use then use to troubleshoot the issue.


  1. Has the SFDC Admin changed a user or field permission on the Marketo user profile?
  2. Has the SFDC Admin added any new field validation rules?
  3. Are there any look-up or master detail fields on the object in question? If these types of fields are being updated then make sure that the Marketo user has access to the object.
  4. Do you use record types? If so, make sure that the Marketo user has access to all required record types.
  5. Do you use Apex? If so you may have a trigger that fires on the update of a record, you will need to make sure that the Marketo user has profile access to the relevant Apex classes.
  6. Make sure "Convert Leads" is turned-on within SFDC. If it is not, you will get an error message when trying to merge leads that exist within Marketo and SFDC.


Happy troubleshooting.


Here are some additional resources for learning about the Marketo integration with SFDC.

Here is a helpful tip whenever you have to put on your ‘CSI’ hat to investigate a SFDC failed sync issue.


The robust integration between Marketo and SFDC is one of Marketo’s most powerful features and it is frustrating when problems arise. Recently I was helping a customer determine why they were unable to successfully insert a Marketo only record into SFDC. We started the investigation by looking at recently created records in Marketo which were inserted into SFDC using the Sync Person to SFDC flow step. When the client checked SFDC they found the newly inserted records. However, when they converted them to a contact a duplicate would magically appear in Marketo. When we looked at the original record in Marketo we noticed it was missing a SFDC Created Date and there was a Failed message in the activity log of the record. The SFDC information wasn’t flowing back to Marketo after the insert. We discovered the SFDC team had recently added a lookup field and the field needed to be populated before the record was inserted into SFDC for the first time. Once we made sure the lookup field was populated prior to the sync it fixed the issue.


Here are some additional resources for learning about the Marketo integration with SFDC.

I just recently renewed my Marketo Certified Expert status with the latest iteration of the certification exam. It's quite a bit different from the previous versions, so I thought it would be helpful to provide a list of topics you should know:

  • Understand how inherited tokens work
  • Review the A/B testing functionality in the email program, including the dashboard, and know the steps to setting up a subject line test
  • Understand what happens if you add a new piece of content into a stream of the engagement program when someone is exhausted content
  • Understand how to transition someone from one stream to another in an engagement program
  • Understand approaches to resetting the score of a lead
  • Understand operational emails versus promotional emails
  • Know the types of tokens and where each can be used
  • Know how custom columns work in a report
  • Know that you use a lead performance report to measure database growth over time
  • Know that you use a landing page performance report to measure form conversions
  • Know the difference between Marketo and an ESP
  • Know how Marketo handles soft bounces versus hard bounces
  • Know what the value of a text version of the email is
  • Know what marketing suspended is for
  • Know what a local asset is (in a program) versus a global asset (in Design Studio)
  • Know what data you need to have in order to track cost per success
  • Know what you can see on the engagement program dashboard
  • Know the basics of international spam laws
  • Know what the roles of the different stakeholders are during the scoring process (CEO, CRM, marketing, sales)
  • Know where in the form UI you go for progressive profiling
  • Understand what happens when you have multiple triggers in a smart campaign
  • Understand what happens when you have multiple choices in a flow step and a lead qualifies for more than one
  • Understand the connection between acquisition program and new names
  • Understand the ways someone gets automatically marked as acquired by a program
  • Understand that you cannot move backwards in a program status
  • Be able to select which program type to use for a live event hosted by the company
  • Know that you need to activate the content in an engagement program before you can launch it
  • Know the consequences of removing leads from an engagement program after they already participated
  • Know the functionality that the webinar integration gives you at each step of the process (invite, register, attend, no show, attend on demand)
  • Understand that triggers are how you respond in real-time to someone
  • Know how to set up a data management campaign to standardize country
  • Understand whether you set up visibility rules on state or on country when you want to display state only if country is US/Australia
  • Understand what are things that Marketo would categorize as behavior scoring and what would be demographic
  • Know the difference between Send Alert and Send Email (who receives the email)
  • Know about the connection between snippets and segmentations
  • Know about the connection between segmentations and dynamic content
  • Know the differences between segmentations and smart lists
  • Know the ways you would alert sales to a new lead
  • Know what Munchkin code does
  • Know what communication limits are
  • Know about stored values for a picklist
  • Know about hidden fields
  • Know when you can use advanced thank you pages
  • Know about lightbox options for embed forms
  • Know how to edit the URL of a landing page

Let's imagine that you have a nurture campaign for prospects with four emails, each relating to a product. If someone clicks the link in a product-specific email, you want them to get a series of three emails related to that product and then move them back to the previous set of emails if they did not engage in the product-specific stream. Do you put this in one engagement program or two or more?


Here are some factors you should keep in mind when you're trying to make this decision about program design:

  • Will this nurture program always remain as it is? Are there any possibilities that the client might decide to vary the initial set of emails in some way, such as making industry-specific variations, sending the emails in different time zones to different regions, or adding more emails that are based off a different set of rules? Would they do this to the product-specific nurtures as well - potentially make the current set an early stage stream but then add mid and late stage emails also? If you anticipate changes that would involve expanding your nurture program, you may want to split these out into two or more nurture programs to give yourself room to adjust the rules later without having to redo everything.
  • If you separate them into more than one nurture program, you're going to need extra smart campaigns to pause people in one nurture program and unpause them in the other. This is a relatively minor consideration but if you have relatively new Marketo users, it can be overlooked and it is possible people might be active in both at one time when you don't intend for that. If you have everything in one nurture program, the system automatically ensure someone is only in one stream at a time.
  • You also need to consider reporting. Do you have a different measurement of success for the first set of four emails than you do for the different product-specific streams? If you want to measure success of the entire program of 16 emails based on these leads being passed to sales, then you are fine to report on them in a single program. If you want to report on how many people engage with the first set of emails but you want to report on conversion for the product-specific nurtures, you would want to put these into separate programs.


Anyone have any other factors they think should be included?

Marketo's segmentation feature is a fantastic way to easily carve out your database into specific audience segments to deliver dynamic content. Rather than having multiple email versions to edit, approve and send through smart campaigns, dynamic content allows you to create one email with different versions for specific sections of content in it.


The drawback of using dynamic content comes into play with reporting. While a segmentation can be applied to the smart list or used as a grouping in the set up of the email performance report, this only provides a filter of the data based on the segment someone is currently assigned in the segmentation – not where the person lived when the email was delivered using the segmentation.


For example, let’s say you sent an email in March with dynamic content based on a segmentation for Job Title – Manager v Executive.  At the end of March someone gets a promotion (yay!). The same report you pulled in March will show discrepancies if you pull it in April.  Take a look:


Standard Email Performance:

Standard Email Performance.png

Email Performance grouped by Segmentation:



In March

March Segmentation Report  .png

In April

April Segmentation Report.png


The April report implies that the Executive version of the email was delivered when in fact it was the Manager version.


In most cases segmentations are created based off data that rarely changes, so this reporting discrepancy is not a big issue. But if you build segmentation rules on data that can change often – like the example above – the metrics might not be telling the right story depending on when you are analyzing the data.


Best practice to avoid this is to run any reports using a segmentation immediately and always refer to the results at the end of the quarter or year for any summary reporting. If this is not an option and there is an important requirement to know exactly which “version” of an email someone receives then you should (unfortunately) create multiple email assets. While it might seem inefficient, Marketo still provides ways to streamline the build process with tokens (folder and/or program level) and cloning capabilities so that you can quickly get emails out the door.

Tips for Getting the Most from a Program Performance Report


Customers often ask me for tips for getting the most from their program performance reports. Here is a checklist you can use to help make sure you have everything set-up correctly.


A Program Performance report is great for providing a summary of your programs. The information is pulled real-time from Marketo so it is always up-to-date. Metrics include number of new names acquired by the program and the number of members who achieved success.


Before I get to the checklist, here is refresher of the different filters and metrics available in the report. The following is a webinar example report.


Program Performance Report Filters:

  • Channel (e.g. Roadshow, Webinar, Web)
  • Tags (e.g. Region, Vertical)
  • Period Cost (e.g. Date of incurred costs between x and y)
  • Programs (e.g Choose a folder containing a group of programs or a specific program


Metrics per program:

  • Number of members
  • Number of new names
  • Number who reached success


Metrics if you included period costs:

  • Cost per member
  • Cost per new name


Metrics if you click on show program status columns when you select a specific channel to filter on in your report:

  • Number of records in the program per status


Here are some tips for getting the most from a program performance report.

  • Establish a good folder structure grouping together first by marketing activities (aka channel) and then by year. It will make it easier to select a group of webinars to analyze within your channel
  • Use a good program naming convention that can be easily be sorted or filtered if you export the report to excel
  • Create only the channels which are necessary to reduce confusion and accidentally using the incorrect channel
  • Create only the program statuses which are necessary
  • Make sure the analytics behavior for each channel except Operational is set to inclusive
  • Remember to set success for each program
  • Add monthly period costs to all programs so you will be able to sort by cost time frame
  • Define tags before starting to create programs. Make all tags required.
  • Try not to remove members from a program since you won’t be able to reset the program membership date
  • And most importantly, think about what you want to report on before you create your program statuses and set-up all the campaigns inside your program


In my next post I will share an example. Cheers!

Many Marketo users do not spend a lot of time, if any, in and do not fully understand how it defines certain opportunity fields. This can be important when you’re leveraging Revenue Cycle Analytics to evaluate the impact of your marketing programs on revenue.


Let’s talk about the field Expected Revenue. While it is defined in our product documentation, I’m going to be really honest with you and admit that when I was a Marketo client myself learning RCA, I missed this completely. So I was stumped for some time about why Expected Revenue was so different from Revenue and where this data was coming from. Was it something the salesperson input and if so, why?


Just in case there’s anyone else out there in the same boat I was in once upon a time, I’m going to lay out what might be obvious to many of you:


Expected Revenue is a field that is automatically calculated in SFDC based on two data values:

1) The Opportunity Amount – a dollar amount (or Euro or whatever currency you’re tracking). This part is input by the salesperson and she may adjust it over time as she learns more about the opportunity – unless her organization’s sales processes require that she keep it as is


2) The Opportunity Probability – a percentage value. It is the likelihood that the opportunity will be won. In most cases, your SFDC instance has been set up to automatically calculate probability based on the latest Stage the opportunity is in (for example, an opportunity in the earliest stages of the sales process have a lower probability of being won than one at the later stages). However, some SFDC configurations will also allow the salesperson to override this probability calculation with their own value.


Expected Revenue then is automatically calculated in SFDC as Opportunity Amount * Opportunity Probability.


Example: An opportunity in SFDC has an Opportunity Amount of $150,000 and an Opportunity Probability of 20% (because it is only 1/5 of the way through the sales cycle). The Expected Revenue will be automatically calculated by SFDC as $30,000 (150,000 * .2).


As you’d expect, this Expected Revenue amount will change over time as the probability changes, the amount is revised – or both.


Some related advice: So since I didn’t see this in the documentation once upon a time, how did I figure out what was going on? Two things:

1) I asked our SFDC Admin what the field was and how it was calculated. Make friends with your SFDC admins – they can help you better understand what the data in SFDC is and how it works and help you troubleshoot if data just doesn't seem to make sense.


2) I had user access to my organization’s instance of SFDC so I spent a lot of time in there just getting familiar with, not only opportunity data, but what my sales colleagues were entering (or not entering) as data for accounts, contacts, leads, custom objects etc. Get familiar with SFDC and the sales processes that drive its configuration and use. By doing so, I was able to work with our sales operations group to make changes to SFDC that benefitted both our sales users and the data we were getting in Marketo.

One of the unsung heroes of the Analytics tab is, in my opinion, the Company Web Activity report. If your organization is B2B, this report offers some powerful utility for your sales and sales development teams by letting them know which companies have people visiting your website - companies that, perhaps, are researching for buying purposes.


Out of the box, the default Company Web Activity report will look at the last 7 days of activity with Known people (leads). This one is automatically great for sales people - particularly if you continue to sell to customers (you aren't offering a one-and-done product or service). You can see, of all the people you know in your database, how

many from your accounts are visiting your website - how many people, how many page views, and when the first and last activity was.


But I also like to offer sales teams an Anonymous Company Web Activity - Past 7 Days report. This specifically tells them which companies with people we DON'T know - i.e., not cookied leads in the database -  are on our website, with the same data above. The only thing you change in this report is going from Known leads to Anonymous leads in the setup tab. Depending on your industry, you may or may not want to filter out ISPs for those anonymous leads. Regardless, when you're looking to Anonymous leads, they are more likely to be, though certainly not exclusively, from accounts you AREN'T at. This report is often a particular favorite of sales teams.


I also like to further customize this one to offer an Anonymous Company Web Activity - Past 7 Days - Target Customers report. In this one, the same setup, but in the smart list, I add an "inferred company" as a filter. Here's where you can add the names of companies/accounts your sales team is particularly interested in securing for your business - it could be your "unicorn" accounts (those magical ones you desperately want to lock down!) or accounts where you know a competitor currently has their business - that's a particularly fun one, as if they're your competitor's customer, but looking around on your website? That's behavior I would want to know about as a sales person!


Screen Shot 2017-03-14 at 1.43.34 PM.png

I've also further customized each of these reports for some of my clients, leveraging the "inferred state region" or "inferred country" for sales teams organized by region. You just clone and customize for each region.


Remember, each of these reports can have subscriptions. Weekly is a pretty typical frequency, but depending on the volume of your web traffic, the length of your sales cycle and even the processes and preferences of your sales people, you might do daily instead.


How many of you are using the Company Web Activity report functionality - and in what other ways are you using it?

I recently encountered an issue where a webhook I was working with kept failing. The lead fields I was passing over in the webhook via tokens I knew were correct, yet the webhook continued to fail.


Here is part of the webhook payload:

&first_name={{lead.First Name}}&last_name={{lead.Last Name}}&country={{lead.Country}}&email={{lead.Email Address}}&parent_email={{lead.Parent’s Email}}


Did you spot the issue? It’s very, very subtle.


Okay, let me put it like this – do you see a difference between these two values?


lead.Parents Email

lead.Parent's Email


Yep, it’s that seemingly innocuous “curly” apostrophe in the first value. What Microsoft likes to call a “smart” apostrophe versus a straight one. Guess what? It’s a unique character compared with a straight quote, and one that many data systems can’t read/process. When the webhook was built, it had been built in a Word document and then copy/pasted into the webhook payload template in Marketo. And since it came from Word, Word automatically turned the apostrophe curly.


If you’re building webhooks, be sure to copy/paste from Notepad or a similar plain text program. Better yet? When it comes to data, apostrophes and punctuation is generally best avoided if you can.

When you decide to secure your marketo landing pages using SSL, the final step will be Marketo consulting "cutting over" the server so that all of the landing pages redirect to their SSL versions.


When that happens you need to worry about mixed content.


What is that? Good question. Mixed content is non secure content (HTTP) served within a secure page (HTTPS), and it comes in two types, "active" and "passive". Passive mixed content such as the following will generall still render (depending on browser and version, but will result (again depending on the browser) in a warning]


  • <img> src attribute
  • <audio> src attribute
  • <video> src attribute
  • <object> where the object performs http requests


Active mixed content will generally cause a larger problem with the page, such as the visual aspects not rendering (CSS)

  • <script> src attribue
  • <iFrame> src attribute
  • All uses of CSS where the CSS is a url
  • <object> (data attribute)


All mixed content should be addressed, but only the active content will actually break the pages.


The official definition of mixed content as defined by the W3C is here -->  Mixed Content

I have on occasion seen people use date filters in their segmentation smart lists. This doesn't function the way people think. Relative operators like "In Past" or "In Future" don't get recalculated constantly so people may not switch segments when you want them to.


When a segmentation is created using a date filter, it evaluates the people at that moment and segments them based on the current value. The segment the person is in only gets reevaluated when there is a data value change, which does not get registered unless the actual data in the field changes. Relative operations don't register this in the activity log since the actual field value isn't changing.


For example, imagine you built a segment with the filter "Created At in Past 30 Days". Every new lead would be put into this segment when they were first created, but they would not be moved out of it on Day 31.


Since you should really only be using segmentations when you want to create dynamic content, your best option in this case would probably be to add people to and remove people from static lists with a smart campaign and use the static lists in the segment definition instead, just as suggested when doing this with custom objects.