A smart list in the Marketo database generates an amount of records for a specific Created Date and a report in Revenue Explorer reports a different number of records for the same Created Date.
Revenue Explorer (RCE) will report counts of records by Create Date by which ever is earlier: the Marketo Create Date or the CRM create Date.
If the record was created in Marketo on May 1st, and then synced and created in CRM on May 5th, RCE will report that record's Create Date as May 1st. If the record was created in CRM on February 13th, and then synced and created in Marketo on March 20th, RCE will report that record's Create Date as Feb 13th.
If a person was cookied for the first time via a web page visit on April 3rd creating an anonymous record in Marketo, and then filled out a form on April 5th converting the anonymous record to a known person and synced to CRM on April 7, RCE will report that record's Create Date as April 3rd because that's when the anonymous record was created in the database.
If a smart list is generated to compare with Revenue Explorer to identify records by Create Date, there can be differences in count due to the following possibilities:
1) RCE Sync - the sync to RCE delays data by about 24 hours. If a net new record was just imported into Marketo, RCE would be able to report on it approximately 24 hours later.
2) Differences in defining measures/filters - as stated above, RCE will report based on the record's Create Date (visible on the Marketo Record's Info tab), and the Smart List could be based on different filters. See this related document about smart list filters (LINK TBD). The Smart List could be looking at a date when records became known, or could be looking at when the record was created in Marketo; RCE and the Smart List could be looking at different dates.
3) Time zone difference - RCE will always report on Central Time, and Smart Lists will report on the instance's local time.
Who This Solution Applies To
Customers with Revenue Explorer