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Issue When looking at Email Insight it is only showing the first email activity (Send, Delivered, Click or Open), even though the email has been sent several times in the past few days/weeks/months. Environment Email Insight Solution Use different Smart Campaign to send the email if you want to track statistics of the email. Root Cause Email insights will only track the first email activity associated with the email if using the same campaign. this is the same as Email Performance report in terms of this note. Multiple sends from the same campaign to the same person are counted only once.
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Issue What BCC options are there for email sends? Solution Marketo support can enable BCC on request.  If an email address is to be BCC'd on a batch email send, they'll get 1 BCC for every 1 email Marketo sends. (10k email sends = 10k BCC emails). This can be useful for archiving and compliance purposes, but should not be used for simple campaign confirmation. If you just want to make sure the email went out as scheduled, the easiest way is to create yourself as record in the database, and include yourself in the batch send.   NOTE: Dedicated email address setup for the BCC email traffic must be able to handle high volumes of email. Discuss with your IT Team or email service provider to verify their Email Server can handle the estimated volume of incoming email. If the Email Server is not well equipped this feature can cause your Email Server to backlog, become unavailable temporarily, or reject the BCC emails. NOTE: This feature is applied to the entire instance, and will affect all emails sends from all Campaigns and Programs while enabled.  Every email sent while this feature is enabled will result in a corresponding BCC email. If the request is for a single email send, we recommend using the following CC process: Email CC | Adobe Marketo  
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Summary Test Article - Please Ignore - 12/10/2021 Edited Again Issue Test Article - Please Ignore - 12/10/2021 Environment Test Article - Please Ignore - 12/10/2021 Solution Test Article - Please Ignore - 12/10/2021 Root Cause Test Article - Please Ignore - 12/10/2021
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Issue Initial MS Dynamics sync gives the error 'is missing prvReadSdkMessageProcessingStep privilege'   Environment MS Dynamics CRM integration Solution Issue Resolution These permissions, found within Security Role, require a Microsoft Dynamics Admin to set and change., Navigate to Settings > System > Security and select Security Roles icon. Click on the Marketo Sync User to bring up the individual access level for each individual entity. For the sync to work the individual privileges are as follows: Under 'Core Records':   Under 'Customisation':   Under 'Custom Entities': Any role with Marketo needs to have all permissions.     More information on Managing Users and Security Roles can be found on the Microsoft Dynamics Site: https://docs.microsoft.com/en-us/dynamics365/customer-engagement/marketing/manage-users       Root Cause The error indicates the Marketo Sync User in Dynamics lacks some of the required permissions for the sync.
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System Uptime and Reliability   Month Uptime September 2021 99.929% August 2021 99.996% July 2021 99.999% June 2021 99.866% May 2021 99.932% April 2021 99.962% March 2021 99.900% February 2021 99.980% January 2021 99.974% December 2020 99.988% November 2020 99.935% October 2020 99.536%     Email Deliverability Score     Trusted IPs All IPs Month Cisco SenderBase Good/Neutral/Poor ReturnPath Sender Score 0 to 100 Cisco SenderBase Good/Neutral/Poor ReturnPath Sender Score 0 to 100 September 2021 Good 99 Good 98 August 2021 Good 99 Good 98 July 2021 Good 98 Good 98 June 2021 Good 99 Good 98 May 2021 Good 98 Good 97 April 2021 Good 98 Good 96 March 2021 Good 96 Good 97 February 2021 Good 99 Good 98 January 2021 Good 98 Good 98 December 2020 Good 98 Good 98 November 2020 Good 98 Good 98 October 2020 Good 98 Good 98
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Issue Marketo’s integration with Microsoft Dynamics (MSD) provides an Error Log where error messages are recorded. Most of these error codes can be easily understood, but sometimes unusual numeric codes will come up that make no sense. For example, one Dynamics error that could be displayed is “ -2147220891” The problem is that there is no reference for what this error means. Searching for the errors in Google returns no results. The reason is because that’s not actually the error. MSD, in this scenario, is showing us the Decimal value for a Hex error code. Solution Issue Resolution There are two parts to this: finding the error logs, and decoding the unusual messages.   Locating the MSD Error Logs 1. Click on the down arrow on the Sales button in the ribbon along the top.     2. Click on the Settings Tile       3. Click “Marketo Error Log” under the Extensions section.           When you open up an individual error message like the one below, you’ll see general information about the error that was caused. Some error messages are easy to decipher, whereas others will need to be looked up, on the Microsoft site or on Google.       Error messages like these are comparatively easy to track down. However, if the message is unusual, giving only a string of numbers like “ -2147220891”, Google searches will not give any results. As mentioned, the reason is because that’s not actually the error. MSD is showing us the Decimal value for a Hex error code.     Decoding the Error Message You can use the Windows Calculator to convert the error message to something that is identifiable.   1. Open Windows Calculator   2. Change the view to Programmer:       3. Enter the Decimal version of the error code “-2147220891”       4. Change the Calculator setting to Hex:       If you do not use Windows or want another alternative, you can find a Decimal to Hexadecimal Converter on many different websites.   The code that is returned is “FFFFFFFF80040265”. To use this code, remove the F’s. Everything after the F’s is the actual error code that you can search for; 80040265.   Microsoft’s Web Service Error Codes page lists this code as well as many others. This code is defined as “80040265 ISV code aborted the operation. IDS_ISV_ABORTED”. Now, this may not tell you much yet (what’s IDS_ISV and why was it aborted?). However, this finally gives you the error in Microsoft’s own language, so when you Google it or search the Microsoft site, you’ll find documentation and Community posts telling you how to resolve the issue.   “This generic error commonly occurs if you try to update a record that does not exist from a workflow firing on a related record.”
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  The Marketo Privacy Team often recommends that our customers send a reconfirmation message to a set of their inactive leads. This process is used as both a proactive strategy to ensure good delivery rates and as a response to blocklisting issues. For more information on this overall strategy search our Resource Articles for Blocklist Remediation. At its most basic a reconfirmation message request a lead takes an action to stay on your mailing list.  If they don't take that action they will be automatically removed from the mailing list. These types of messages don't usually get a high response rate because you are sending the reconfirmation message to people who have already shown to be disengaged from your marketing. However there are instances where some reconfirmation messages get a more enthusiastic response than others so we've put together some tips for making the most out of reconfirmation. Instead of marketing your company itself think of it as though you are marketing ENGAGEMENT with your company. While these ideas are similar, they aren’t quite the same. You want to frame this message with a sense of urgency to click a link. You also want to make it as easy as possible for someone to open the message and just click a link so they continue to stay engaged with your marketing.   Subject Line We recommend that you frame the subject line very clearly with something about “not missing out” or “staying informed”. The subject should create a compelling and specific call to action.  Some senders use an offer in the reconfirmation message to encourage action. Highlight this in the subject line if this is your approach. Examples We’ve Missed You!  Take Action continue receiving our offers! Last Opportunity to Stay Informed (Action Required) Free shipping plus save 15% on next purchase   From Address While you can use any From Address, we recommend that your From: label clearly identifies your company rather than using a lead owner name. A disengaged recipient is more likely to recognize “Your Company” than “Bob Smith”.   Email Content In the body of the message your call to action should be immediate and clear. Put the reconfirmation at the top of the message content. Some usability studies have suggested that two choices may be more successful than a single choice so consider a bolder reconfirmation link at the top and a smaller link or button lower to unsubscribe. The main priority is getting someone to stick around for more of your mailings. You may also wish to make a short value statement about the fantastic information that someone can expect to receive by staying on your list! There are a couple of reasons for these recommendations. The first has to do with making things easy for the blocklist operator. If during the resolution process they can look at the mail received by their spamtraps and immediately tell from the subject line that the message is a reconfirmation pass it will make it much easier for them to consider the data quality issue resolved because their spamtraps will not activate the reconfirmation link. Some of the less automated blocklists will not list a sender for a reconfirmation message that hits their traps so it's important that your cleanup action look like what it is. The second reason behind this advice is that many people just scan their messages and don’t read all the way to the bottom; if someone has to read through a long value proposition before realizing that they must click a link to continue to be subscribed to your email program you may lose more subscribers than intended. The faster and easier it is to click that link the more people you’ll retain! A lot of people scan over marketing offers and think about them for a while before taking an action. You want to interrupt that process and make it clear that action is required now whether or not they’re ready to make a purchase!   Examples of simple reconfirmation email templates More examples can be found in this other Community Resource “A Creative Re-Engagement Email Campaign” Email #1 Subject Line: Action Required to stay subscribed to COMPANY   [First Name]:   You previously expressed interest in receiving valuable information and/or offers from COMPANY that are specific to your field.  We’d like your permission to continue sending you relevant information via email so that you can stay up-to-date on the latest industry trends/topics of interest.   Please click “YES” below to continue receiving research and trends in your area of interest.  COMPANY subscribers receive exclusive benefits, including the latest research briefs, white papers and/or compelling offers or discounts for future purchases.   Please update your Ccommunication Preference by [DATE/TIME] or this could be your last chance to receive any future research.  It only takes a moment to click one of the choices below.   YES, I would like to stay subscribed to the valuable information from COMPANY.   NO, I no longer wish to receive valuable and insightful offers from COMPANY.   Sincerely, COMPANY   ————–   Email #2   Subject Line: Your Subscription to COMPANY Industry Newsletter Expires Soon   [First Name]:   Our records show that you expressed interest in receiving industry information from COMPANY on [INSERT DATE].  Records indicate you have not read an email in [variable time frame], we do not want to bother you with emails you do no wish to receive so we want to confirm that you would like to remain subscribed to the COMPANY email program.   If you wish to be removed, you don’t have to do anything further.  However, if you do want to continue receiving email from COMPANY, please click the link to let us know:   YES, I would like to stay informed and continue receiving email from COMPANY.   Sincerely, COMPANY   ————–   Email #3   Subject Line: Your Subscription to COMPANY Has Expired   [First Name]:   Thank you for your previous interest in receiving valuable content from COMPANY.  Your subscription has now expired and you will no longer receive any future emails.   If in the future you would like to continue to receive email from COMPANY please click the link to sign up:   YES, I would like to receive email from COMPANY.   Sincerely, COMPANY     Other Resources Marketo Community Resource “A Creative Re-Engagement Email Campaign” http://www.spamhaus.org/whitepapers/permissionpass/ http://blog.deliverability.com/2013/07/do-you-know-whats-lurking-in-your-database-know-thy-data.html http://blog.marketo.com/2010/05/key-to-email-deliverability-is-reputation.html http://www.marketo.com/email-deliverability/    
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When a customer triggers a blacklisting on Marketo's shared IP range that customer is moved to a set of IPs we call the quarantined IP range.  We do this to protect the health of our shared network and ensure the best deliverability possible for all of our customers on that network.   If you have received a Blocklist Notification from Marketo reporting that you have triggered a blocklisting your Marketo account is now in the quarantined IP range.   While you are in the quarantined range it is possible that you may experience a slight decrease in your deliverability rates. The reason for this is that you are now sending from a range made up of senders that have also caused other blocklist issues. All customers have received a notice of the listing and are in the process of repairing their database.   There are two ways to be removed from the quarantined IP range: Follow the steps outlined in our Blocklist Remediation article. Be sure to fill out the form referenced in the email alert to indicate that you have taken steps to mitigate the issue. Demonstrate clean sending behavior for 3 months. We remove senders from the quarantined IP range if they have not triggered any new listings in 3 months.   To ensure your best deliverability rates blocklist issues should be addressed right away to prevent further damage to your sending reputation. Furthermore, if no action is taken to improve list hygiene the issue will likely recur. Marketo's Privacy Team strongly recommend following the Blocklist Remediation steps.   Additional Resources: Blocklist Deep Dive​  
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Quick points: *Spamtraps are addresses owned by antispam organizations *Emailing a spamtrap (usually) gets your IP or domain blocklisted *Maintain current, direct opt-in with an active lead database to avoid this What is a spam trap or spamtrap?   A spam trap, or spamtrap is an email address secretly owned by an antispam organization that is used to detect spam. Antispam organizations do not sign up for mailing lists, so they consider any email sent to these addresses to be spam. Once email is sent to the spamtrap, the antispam organization that owns this address will blocklist the IP that sent the email (or, less often, domains that are linked in the message).   Email administrators purchase subscriptions to various blacklists, and use the lists to block all incoming email from listed IPs or containing listed domains. From the marketer’s perspective, this can mean a high number of bounced emails leading to low lead engagement, and ultimately to weak revenue performance.   There are two types of spamtraps – pristine traps, and repurposed/recycled traps. A pristine trap is an email address that was never used by a person. A repurposed trap is an email address that once belonged to someone but is no longer a valid address; these addresses will bounce as bad addresses for at least six months before an antispam organization will turn them into live traps.   How can a spamtrap get into my Marketo lead database? Purchased data   Purchased data is unreliable. The antispam world does not like the use of purchased data so antispam administrators have made a concerted effort to get spamtrap addresses into the databases of data vendors. While data vendors may say they provide opt-in data in reality consent should be direct to your company. Sending unsolicited email is prohibited by the Marketo Terms of Use because this practice has a high risk of causing blocklist issues that can destroy deliverability for multiple Marketo customers. To avoid spam traps get direct opt-in before sending email. If you have purchased data in the past we recommend setting any inactive purchased leads to marketing suspended or simply removing them from your database. Old data Repurposed traps are email addresses that were once valid but are now owned by an antispam organization. This can happen when a company goes out of business; expired domains are often purchased by antispam organizations. Sometimes a company that has a direct partnership with an antispam organization will allow email addresses of former employees or users to become spamtraps. Because antispam organizations will generally make sure future spam traps return a bounce as bad addresses for at least six months before they become spam traps you can prevent repurposed traps in your database by emailing remaining engaged with everyone in your database at least once every six months. Avoid “wake the dead” campaigns to addresses you have not contacted in more than six months. Unconfirmed form entries People can unintentionally enter spamtrap addresses into forms either by making a typo or by intentionally using a fake email address that happens to be a spamtrap. If you use single opt-in, you may add spamtraps to your mailing list. This is more likely to happen if you are a B2C company or if someone thinks they can get whitepapers or free trials simply by filling out a form with made-up information.   How can I identify spamtrap addresses?   Spamtrap addresses are considered trade secrets by the antispam organizations. They do not share these addresses because their goal is for senders to change their mailing practices rather than to simply remove spamtraps from their mailing lists.   That said, one thing we do know about spamtraps is that they tend to be automated processes and do not engage. Spamtraps do not click links. You can use smart list filters to identify inactive leads in Marketo.   How can I prevent spamtraps in my database? Maintain active, direct opt-in for all leads. Don’t purchase data (to grow your list, sponsor events, use list rental services that send the first message for you, or use co-branded content that sends you only good leads) Email everyone you want to email at least once every six months Don’t add old data directly to your mailing list (if you need to, add in small batches and send a welcome email with a slightly different subject to each batch) Regularly clean your database of inactive leads Grant access to assets such as free trials and whitepapers as email links to discourage intentional use of fake email addresses on forms Use scripting on your forms to identify potential typos Is this article helpful ? YesNo  
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Issue Issue Description Universal ID is working on some instances but not others. The user gets the login invite but then when they try to sign in, they end up back in another instance without access to the new instance.     Solution Issue Resolution All Marketo subscriptions have Universal ID enabled, so this issue may be a difference in password restrictions. If an instance has different password security requirements than the other instances and the password doesn't meet those restrictions, you can end up in this situation. Verify if the password settings match the other instances, and if not, then change the settings and send an invite again. For more information on Password Settings: Change your Password Security Settings - Marketo Docs - Product Docs  
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Issue You are unable to add members to a secondary instance using a secondary login.  You receive an error that the email is already in use.       Solution This solution applies in the following scenario: You have two or more Marketo instances. The instances are set up so you are allowed to specify the login email address separate from the email address used to notify/invite the users.  For example, something like this: Login: login.user@domain.com Email: user@domain.com You have a user in the second instance whose email address exists in the first instance, using a different login but the same email address, like this: Login: login2.user@domain.com Email: user@domain.com When you try to do invite the user to the second instance using Universal ID, you will get an error stating that the email is already in use. To resolve this, you will need to delete the existing login for the user in the second instance ( login2.user@domain.com ) and instead invite their primary login ( login.user@domain.com ) to the instance.   This will allow the user to access both instances from a single login   For more information on Universal ID: Using a Universal ID for Subscription Login - Marketo Docs - Product Docs   Who This Solution Applies To Subscriptions with Universal ID active      
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Issue Issue Description You want to invite one user to your two (or more) Marketo instances.     Solution Issue Resolution All Marketo subscriptions come with the optional Universal ID feature. To setup users with the same "login" in both production and sandbox subscriptions (or Prod and Prod, or Sandbox and Sandbox) we will want to take these steps:  1. Create a new user in the "1st instance" (first is arbitrary, it is whichever instance you want to start with, and if a user already exists in this instance you can jump to step 3)  2. User is created: lets say for example the user "login" is: demouser@adobe.com with "email": user@adobe.com and password: 12345GoodPassword  3. We will then want to go into the second instance and invite a user with the same "login": demouser@adobe.com (you can use a different email or the same)  4. When that user receives the second invite they will want to set their password to be exactly the same as the password in the first instance: 12345GoodPassword  Please note: If after following these steps you want to reset your password, you can do so and would want to do so for both instances. To do so, you would want to input your "Login" after selecting the forgot password option. That will initiate the sending of an email to the email address you specified as your "email".  Who This Solution Applies To Marketo Users with Universal ID active  
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Issue The Source Campaign field in Microsoft Dynamics is not getting updated when the field is updated in Marketo. The sync from Microsoft Dynamics to Marketo will be working fine. Solution To sync Campaign Source from Marketo to Dynamics, the option 'Campaign Sync' needs to be enabled as per this documentation: Enable Campaign Sync | Adobe Marketo Root Cause If the Campaign Sync is not enabled we will not be syncing over the value of the field to Microsoft Dynamics as it is part of the Campaign Sync. Environment Native integration with Microsoft Dynamics Campaign Sync not Enabled
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Issue Lead conversion/qualification through workflows in Microsoft Dynamics CRM resulting to duplicates (i.e. Lead and Contact) in Marketo Solution While lead qualification through workflows is currently not supported, one approach that we saw implemented by a customer that did not result in duplicates is by redeveloping the lead qualification workflow using the msdyncrmWorkflowTools (1.0.54.0): QualifyLead step. Dynamics-365-Workflow-Tools/Qualify Lead.md at master · demianrasko/Dynamics-365-Workflow-Tools This was verified to result in no duplicates as the workflow writes the "Create [Qualify Lead]' operation type to the Marketo Log which is like the standard qualify button. Should there be any further assistance needed in developing the lead conversion workflow, it's recommended to engage with our Professional Services / Consulting team Root Cause Marketo's integration with Microsoft Dynamics CRM currently does not support custom qualify workflows. Environment Microsoft Dynamics CRM Lead conversion Sync
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Issue When searching or grouping a list of leads based on email address filter ‘Contains’ @ sign, you may encountered the different numbers in the ‘People’ tab (result). Solution A suggestion is to create a smart list with two Email Address filters wherein you will have all the ones that do not have the '@' symbol, and for the other, you will include the '@' symbol for the email address and use the logic as 'Any'. That would give you the preferred number of leads in your smart list. Root Cause Marketo database searches for email domains in a way that when using the 'contains' keyword in the 'Email Address' filter, you must make sure that if you are using the '@' symbol in your list of domains that all email domains contain this. If you want to filter for email domains that do not include the '@' symbol, you must make sure that no email domains in your list use the '@' symbol. This behaviour happens when the indexing of the database and the rules that apply to the contains operator. Environment This behaviour is specific to the email filter as it uses two main indexes; we’ll call them Index 1 and Index 2 when using the contains/not contains operator. Index 1 searches for the entire email address value from beginning to end. This Index is used when the @ character is not included in the list of values. Index 2 searches only for the domain half of the address, which comes after the @ symbol. This Index is used when the @ character is included in the list of values.
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Summary You have set up a campaign or campaigns in the Email Deliverability Tool (250ok), but there is no engagement metric showing Total opens and Unique opens, which should be available in the ‘Engagement Overview’ in the Email Deliverability tool. You would need to ensure that you have configured the necessary setup for the tracking to work in the Email Deliverability tool. Issue Campaigns created in the Email Deliverability tool (250ok) doesn’t show any engagement overview metric such as total opens and unique opens. Solution You would need to implement the necessary setup for the metric to show in the Engagement Overview in the Email Deliverability tool (250ok)    Follow the steps below to ensure you have configured the setup for campaign tracking.   1. Ensure your DNS CNAME is configured. (All that is required is creating a CNAME DNS entry on this domain that points to 250analytics.com)  For more information, you can refer to this external documentation: https://www.validity.com/knowledge-base/what-are-custom-domains-in-250ok-analytics/   2. Insert the correct tracking pixel code retrieved from the Email Deliverability tool.    3. Always utilizing the ‘c=‘ tag in your tracking code for your campaigns to ensure the tracking is measured correctly in the Email Deliverability tool. (Obviously, the CNAME above is essential to have it set up correctly). You can follow a guide on how to implement the ‘c=‘ tag and retrieve the tracking pixel is here: https://help.returnpath.com/hc/en-us/articles/360046308092-How-Do-I-Add-My-250ok-Tracking-Pixel-   Once you have all these configuration settings, you can start tracking your campaigns which are sent via Marketo in the Email Deliverability > Engagement Overview. Root Cause Mis-configuration or no configuration made causing the campaign tracking does not work. Environment Email Deliverability tool (Production/Sandbox)
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Issue Per our developer page: https://developers.marketo.com/rest-api/assets/programs/#update, it is possible to update tags on your existing program When updating a program tag within an existing program, you may encounter an error below given the tag and its values are correct.  {"code": "709","message": "Required tags are mandatory"}]} Solution The workaround is to have the tag updated via the UI. Root Cause "Updating tags is a destructive operation." Any attempt to update the tags of a program must include valid values for all of the required tags for a program. Unless the 'specific' tag type you are working on is the only required tag type in the instance, then that is possible to update it using the API. Otherwise, you'll encounter the error above as it is a system behaviour. Environment Any API clients when performing the Web Service API
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Issue How to use the REST API to check for deleted leads. Solution You would need to use the specific endpoint : https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#/Activities/getDeletedLeadsUsingGET This will pull a list of leads deleted within a specific timeframe.  Deletions older than 14 days may be pruned.      
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Requesting an Expert Session Overview Expert Sessions are 30 minute meetings with Marketo Support experts for a deep dive into select topics. Included in Marketo Premier Enterprise and Elite Support levels, these sessions are intended to help you gain deeper understanding of features, gain insight into product usage, and get advice and guidance outside the normal context of support case triage and resolution.   Note: Verbiage used on Marketo Community for Expert Sessions is "Mentoring Session"     1. Click the Support Tab at the Top of the Screen.       2. Scroll down to find the Mentoring Session Box.     3. Click Schedule a Session.     For Enterprise or Elite Customers:  4. Find and click on  the Subject Matter you'd like to discuss with your Marketo Support expert.   '     5. Pick a date and time of your preference. **Don't forget to double check the timezone you're in!**         Common Topics for Mentoring Sessions Mentoring Sessions are intended to deliver practical guidance on the effective use of Marketo including how-to advice, tips and techniques, and other relevant topics. Some common topics include: New Release introduction and review Feature training and adoption including product/feature demonstrations and education on how to use a new feature in context of your specific use case Exploring best practices for campaign setup, showing how Marketo can achieve specific outcomes to help drive your business Sanity-check of Campaign logic and multi-campaign workflow verification Explore and discuss ‘How do I…’ questions and provide best practices advice, and hands-on guidance Troubleshoot HTML* within context of: Marketo Landing Pages; Wysiwyg editor Embedding forms on non-Marketo Landing Pages HTML issues created by the Marketo Landing Page editor Troubleshoot client-side JavaScript, helping with Google Analytics, Munchkin code conflicts, and light development to overcome/compliment Marketo functionality* Work with third parties to resolve configuration issues, includes making use of common use cases like PPC or UTM capturing and interactions       Frequently Asked Questions Why do I have to schedule it one week in advance? Support engineers are very busy, and preparing for a mentoring session can take time. Sometimes there is additional research or material that needs to be created. Sometimes it just takes time to line up the schedules of the experts that are needed.   How come I can’t choose the exact time I want? The day and time is used as a guideline for the request of the support engineers. After filing the request, the expert who is assigned your case will reach out to you in 24-48 hours to arrange the exact time and specifics. This helps us be more versatile and agile in aligning schedules.   Why is my mentoring session not being handled by my Named Support Engineer? We want to put you in contact with the best expert on the subject of your needs. Sometimes this is your Named Support Engineer, and sometimes it is another expert on our team. But don’t worry: if your Named Support Engineer is not assigned the case, they will still be included in the meeting to maintain continuity for you and your team.   How are my mentoring sessions counted? This number counts down every time a mentoring session or extended service is requested by any Authorized Support Contact on your team.
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  Overview Starting August 15, 2018, Marketo will be implementing a new policy for the retention of marketing activity data. Under this policy, Activity and Campaign Membership data will be stored for a rolling period of 25 months past the activity date, and high-volume activity data will be retained for a rolling period of 90 days past the activity date. Beyond these retention periods, the data will not be available through the Marketo UI.         Activities and Retention Settings There are three components to the data retention policy: a retention period of up to 14 days for one activity, 90 days for twelve high-volume activities; and a retention period of up to 25 months for other lead activities.   Activity with a 14-Day Retention Period Activities Retained for 14 Days       Delete Lead   Activities with a 90-Day Retention Period These lead activities have a very high volume and will be retained for 90 days. After 90 days, these activities will be permanently deleted. Activities Retained for 90 Days Add to List Change Score Change Data Value Visit Webpage Click Link on Webpage Sync Lead to SFDC Sync Lead to Microsoft Sync Lead Updates to SFDC Update Opportunity Request Campaign Email Delivered* Send Email*   * Email Delivered and Send Email activities change from 25 months to 90 days effective August 31st, 2020.  More information here.     Activities with a 25-Month Retention Period The lead activities listed below will be retained 25 months. After 25 months, all such lead activities will be permanently deleted. The only exception is the New Lead activity, which will always be displayed. Category Activities Retained for 25 Months Web Click Predictive Content Click RTP Call to Action Fill Out Form Smart Campaign Add to Engagement Program Call Webhook Change Lead Partition Change Engagement Program Cadence Change Engagement Program Stream Change Program Success Change Revenue Stage Change Revenue Stage Manually Change Program Status Compute Data Value Enrich with Data.com Interesting Moment Merge Leads Remove from List Resolve Ruleset Reward Test Group Variant Schedule Test Variants Send Alert Engagement Program Cast Push Lead to Marketo Social Click Shared Link Share Content Vote in Poll Email Click Email Email Bounced Email Bounced Soft Open Email Received Forward to Friend Email Sent Forward to Friend Email Unsubscribe Email CRM - Salesforce Add to Opportunity Add to SFDC Campaign Change Owner Change Status in SFDC Campaign Click Sales Email Convert Lead Delete Lead from SFDC Lead Assigned New SFDC Opportunity Open Sales Email Receive Sales Email Remove from Opportunity Remove from SFDC Campaign Resolve Conflicts SFDC Activity Sales Email Bounced Send Sales Email SFDC Activity Updated SFDC Merge Leads Add to Case Add to SFDC Custom Object Test (Contact) CRM - Microsoft Dynamics Add to Opportunity (Contact) Add to Opportunity (Account) Remove from Opportunity (Contact) Remove from Opportunity (Account) Update Opportunity (Contact) Update Opportunity (Account) Delete Lead from Microsoft Segmentation Add to Segment Change Segment         Data Access Marketo’s data retention policy gives you a rolling 90-day view of certain high-volume lead activities and a rolling 25-month view of other lead activity data. To help prevent any actual data loss, Marketo has developed a Bulk Extract API that enables you to export this data directly if desired. Once exported, you will be able to host this information locally and utilize it in any way you deem necessary.   Areas Affected   Smart List filters Smart List filters referencing high-volume lead activities beyond their 90-day retention period or other activities beyond their 25-month retention period will not have the activity to reference. Results from any Smart Lists or campaigns that use filters looking for lead activities that occurred past their retention period will not show results from those activities.   Example: Say you have a Smart List with a "Was Sent Email" filter looking for leads that have been sent at least two emails. Lead A was sent Email One 60 days ago, and was sent Email Two 30 days ago. Lead B was sent Email One 60 days ago, and was sent Email Two 120 days ago. In this scenario, only Lead A would qualify for this filter. Lead A was sent both emails within the previous 90 days and will therefore qualify for the filter. Lead B was sent Email One withing the previous 90 days, but the activity for Email Two being sent occurred more than 90 days ago.  That activity will not be retained after 90 days.  Therefore, since the activity log only shows one email send activity, Lead B would not qualify for the filter. Flow Steps with Choices Added Flow steps offer the option to add a choice to do different things depending specified conditions. In addition to searching for lead attributes, these choices may include looking for activities that the lead has taken. If the condition selected in the flow step is searching for an activity the lead has taken, that flow step choice will only be able to find activities that happened within the data retention period for that activity.         Lead Records   Activity Logs Activity log data will be retained for 25 months and will not display any activities older than 25 months. This provides a rolling 25-month view of lead activities. The one exception to this policy is for the “New Lead” activity. That activity will be retained regardless of how long ago the lead was created.       Identifying Anonymous Lead Creation vs Known Lead Creation   There are two places in lead records where info is stored for when it was created - in the activity log, showing when the lead became known, and in the Lead Info tab, where it shows the first anonymous activity.   Known Lead Creation - Activity Log In the lead’s activity log, the “New Lead” activity records when a lead became a known lead. This activity is the only one that is not deleted after 25 months. The “New Lead” activity will always be retained in the activity log, even after others are deleted.       Anonymous Lead Record Creation Date - Lead Attribute In the Lead Info tab of the lead record, the first attribute listed is “Created”. This gives you the exact date and time when the lead record itself was first created. If the lead was anonymous first before becoming known, this will give you the date and time of the first anonymous activity. NOTE: If the lead did not first have have anonymous activity, but was instead created through list import or manual lead entry, this date and time will match the New Lead activity.         Custom Activities Custom activities are included in the new data retention policy. All activities, even custom activities, will be deleted after 25 months.     Programs   Program Membership Record of program membership will not be affected. Leads that became members of a program over 25 months ago will still show as members of that program. Engagement Programs Engagement Programs will not send the same email to a lead that has already received it, unless the lead was sent the email more than 25 months ago.   Engagement Program Transition Rules Marketo’s Engagement Programs allow you to move leads into different streams based on criteria you set in the stream’s transition rules. The transition rules use triggers to activate the transition from one stream to the next. Filters can be added to the transition rule as well, including activity-based filters.   If you add activity-based filters to your engagement stream transition rules, they will only be able to access lead activities within their retention period. For example, if the activity you’re filtering for has a 25-month retention period and it has occurred more than 25 months ago, the transition rule will not be able to reference the activity and the lead will not transition to the new stream.   NOTE: This same condition applies to Revenue Cycle Model transitions. See the information in the section below for more details.   Recommendation: Review your marketing strategies. Do you really want a lead to be in the same engagement program for over two years? Do you still want the same email in circulation if it was drafted over 2 years ago?     Smart Campaigns   Records of campaign membership will be stored for up to 25 months. After 25 months, that information will not be available. Smart Lists, campaigns and reports that use the “Member of Smart Campaign” filter will only be able to reference a lead’s membership in the campaign for up to 25 months. While most activity information can be exported through the Bulk Extract REST API, campaign membership activity cannot be exported.     Revenue Cycle Model Transition Rules   Marketo’s Revenue Cycle Model allows you to advance leads through Revenue Model Phases based on criteria you set in the Revenue Model’s transition rules. The transition rules use triggers to activate the transition from one phase to the next. Filters can also be added to the transition rules, including activity-based filters.   If you add activity-based filters into your Revenue Model Transition rules, they will only be able to access lead activities within their retention period. For example, if the activity you are filtering for has a 25-month retention period and it has occurred more than 25 months ago, the transition rule will not be able to reference the activity and the lead will not transition to the next revenue model phase.     Reporting Marketo Analytics reports can be affected by the data retention period of lead activities. Reports that directly draw data from lead activity logs will only show data for up to 25 months. Also, reports that do not directly reference lead activity, such as those with filters added to the smart list of the report, could be affected. Filters that look for activities the lead took are only going to be able to access activities for 25 months, so if the activity occurred beyond the 25-month retention period, it will alter the results of the report. Note, filters that reference lead attributes (information in fields in the lead record) will not cause any change to the report.   Example: The People by Status report does not draw data from lead activities by default. However, if you add filters to the Smart List of the report, the report results may be affected depending on the type of filter you apply. Adding the filter, “Job Title” would not have any effect on the report results because lead attributes are not affected by the data retention limits. Adding the filter, “Filled Out Form” does potentially affect the report results because its references data in the lead activity log which is retained for up to 25 months only. To help you identify exactly how each report will behave, please see the detailed documentation on Data Retention Policy – Impact on Reporting.     Sales Insight Sales Insight is a powerful tool for your sales reps to get information about your leads and contacts. The data in Sales Insight is not actually stored in Salesforce, it’s an up-to-date feed directly from the Marketo database.   When Sales Insight is opened, it makes an API call to Marketo to pull data into Salesforce. Since the data shown in Sales Insight is coming directly from the lead records within Marketo, it will only be able to access lead activities within their retention period.   Sales Insight on Lead and Contact Page The Sales Insight window in your Lead and Contact pages has four tabs; Interesting Moments, Web Activity, Score and Email. All four of these actively retrieve data from the corresponding lead’s activity logs, so the data displayed in each of those tabs will only display information up to 25 months old.   Example - Interesting Moments:       Example - Email:   Marketo Sales Insight Tab   Aside from the Sales Insight you see within the Lead and Contact page, there is also the Sales Insight Marketo tab in the toolbar. In this section of Sales Insight, only one area is affected: My Email. The other tabs including Best Bets, My Watch List, Web Activity and Anonymous Web Activity are not affected   The activity found within the My Email tab is based on Marketo lead records. Therefore, it will only display records up to 90 days in age.       Areas NOT Affected   Custom Activity Sync Marketo gives you the ability to customize the sync of specific activities to Salesforce. Sales Insight and Custom Activity Sync tend to go together, even though they’re different features. When you set up Custom Activity Sync, the activity data is sent to Salesforce and stored there inside of SFDC. Since the data exists inside SFDC at this point, this feature will not be affected in any way.   To set up Custom Activity Sync, go to Admin > Salesforce > Edit Sync Options. You’ll find a dialog box like this:     Once you’ve selected which activities to sync to Salesforce, they will appear in the Activity History of your Lead/Contact inside Salesforce.     Since the Activity History of a Salesforce Lead/Contact is contained inside of Salesforce, these activities will not be affected by this policy change.     Variations of Current Policy   Marketo’s Activity Data Retention Policy is intended to standardize data retention across all Marketo instances. Over time there have been three variations of data retention: Default Retention Setting, Legacy Retention Setting, and Custom Retention Setting.   All variations will be replaced by the new policy.   Default Retention Setting The Default retention settings are the most current settings and are what most customers currently use. The high-volume activities are displayed in the lead’s activity log for 90 days and can be referenced in filters and reports. After 90 days, these activities are moved into an archive where they are no longer accessible in Smart Lists or reports. These archived activities can still be accessed, but only when searching each individual lead’s activity log directly. No other activities have retention limits applied. Note: Once the new Data Retention Policy goes into effect, the high-volume activities will only be retained for 90-days and the archive tab/feature will be removed.     Legacy Retention Settings The Legacy retention setting is an older default setting that was replaced by the newer Default setting listed above. Only a small number of long term customers may have this Legacy retention setting. This setting worked in the exact same way that the current Default retention setting except that the 90-day archive was applied to five activities, not the twelve activities that the Default setting above archives.   Default High Volume Activities Archived at 90 Days Legacy High Volume Activities Archived at 90 Days Add to List Change Score Change Data Value* Visit Webpage Click Link on Webpage Sync Lead to Microsoft Sync lead to SFDC Sync Lead Updates to SFDC Update Opportunity Request Campaign Email Delivered Send Email Add to List Change score Change Data Value* Visit Webpage Click Link on Webpage   Note: Once the new Data Retention Policy goes into effect, the high-volume activities will only be retained for 90-days and the archive tab/feature will be removed.   All variations will be replaced by the new policy.   High Volume Activity Archive Some customers may use the archive view of lead activities. Even though it is being removed, below is a description of where it was to help you better understand the exact changes being made.   Archived activities are seen in individual lead records by navigating to the lead’s activity log and changing the filter setting to custom.         A dialog box will open where you can select which activities to display. Change the Activity Source to Archive and the only activities that will be displayed in the log will be the high volume ones that were archived at 90 days.       All variations will be replaced by the new policy.     Custom Retention Settings Some Marketo customers have customized retention settings to extend the duration that high-volume activities are displayed in the activity log. Instances with custom retention settings will not have the archive option available in the custom filter. The Activity Source selector will not show at all.     All variations will be replaced by the new policy.       Where to go for More Information   Activities Data Retention Update Webinar In the webinar, you'll get an introduction to the updated Activities Data Retention Policy, affects across Marketo, and options for extending the data retention period and/or exporting activities data. Also includes Q&A from the live session: Video Link : 2314   Overview & FAQ Documentation This doc will give you an overview of what the policy changes and answers to the most commonly asked questions: Data Retention Policy Change - Overview & FAQ​   Marketo Activities Data Retention Policy The official Marketo Data Retention Policy can be found here: Marketo Activities Data Retention Policy   Data Retention Policy - Impact on Reporting See how your Analytics reports will operate after the new policy goes into effect. Marketo Activities Data Retention Policy – Impact on Reporting   Sent & Delivered Email Activity See policy change effective August 31st, 2020.   Sent & Delivered Email Activity – Retention Policy Change FAQ   Ways to store activity data in custom fields Here are two docs that can help you keep activity data inside of custom fields on the lead records Storing Activity Data Beyond Retention Policy Maintaining a Directory of Leads Bouncing Emails   Bulk Extract API Check out the documentation here to find out how to use the Bulk Extract API​   Contact Marketo Support If you have additional questions, please Contact Marketo Support
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