Reporting on 'unsubscribes' when preference field turned to false

[ailsadempsey]

Hello,

Our current set up within Marketo is that we have 'preference' (Boolean) fields for our different email lists/communications. Our unsubscribe process within the system is that we have unsubscribe/opt out forms per preference that are linked to from our emails, with the form dependent on the preference the email was sent under/to.

We've recently realised that unsubscribes as reported in the Email Performance Report do not include anyone who opts out via the form, as it only includes those who have Marketo's unsubscribe field turned to true. We think the people we see doing this are unsubscribing directly from their email client (e.g. Gmail's unsubscribe link).

Is there any way to get this action (field turned from true to false via form) into a report, or is a smart list the only way to do this? We are currently using the below, is this the most reliable way to report on the opt outs? 

1. Clicked Link in Email (email is send, link is unsubscribe link)
2. Filled out form is email preference unsubscribe form

I'm wondering if there is a more robust way to look at this as it doesn't necessarily mean someone unsubscribed from that email (although it's likely). 

Am I also correct in thinking that the only way to combine these two figures (the opt out form submission volume from smart list and the unsubscribes we see in the email performance report) is again in a smart list?

[SanfordWhiteman · Accepted solution]

A report based on the system Unsubscribed field will never consult your custom, granular subscription preferences.

And the actions that log Unsubscribed from Email as an activity are:

1. mail client unsubscribe link/button, like you said
2. Marketo form that includes the Unsubscribed field on the form, either Hidden or Visible