Knowledgebase

Did you know your sales reps can access the Opportunity Influence Analyzer as well? If you have the analyzers provisioned in your Marketo subscription, you just need a Salesforce administrator to add the necessary field to your Opportunity page layout(s). NOTE: It may take up to 24 hours for changes to opportunities to be reflected in the analyzer.   1. In Salesforce, go to Setup > Customize > Opportunities > Page Layouts, and click Edit next to the desired page layout. 2, Click Fields and select the Marketo Opportunity Influence Analyzer field, drag it onto your page layout, and then save the layout. 3. When viewing an opportunity, you'll see the Marketo logo where this field is. It's a button. That takes you to the analyzer for that opportunity. 4. You're there! This URL uses a token parameter for security so your sales reps can access it. You can select which contacts under the account you want to contribute to the analyzer on the right side.  

FAQs Included in this Article:     Overview How clicks on Web Personalization assets and campaigns are recorded in the activity log How often does Web Personalization sync with Marketo Is it possible to sync multiple Marketo instances with one Web Personalization account What custom field types are supported What is a unique visitor in Web Personalization What is the time zone setting on the Marketo Web Personalization server that is used to count impressions   Overview Your Marketo instance and your Web Personalization instance end up interacting and transferring data in many different ways. Below are answers to some of the most frequently asked questions about Web Personalization's integration with the Marketo instance.   How clicks on Web Personalization assets and campaigns are recorded in the activity log These activities are recorded as the 'Data Value Change’ Activity Type. The fields 'Web Personalization Assets’ and  'Web Personalization Campaigns’ are changing all the time to include all the assets and campaigns the lead clicked on.   How often does Web Personalization sync with Marketo Lead data gets synced every 5 minutes Data regarding programs and smart campaigns is synced every 15 minutes   Is it possible to sync multiple Marketo instances with one Web Personalization account Currently, there is no way to do this. Each Web Personalization account will be tied to one account in Marketo and vice versa.   What custom field types are supported All field types are supported except for Formula fields. For more information on custom field types, visit Custom Field Type Glossary - Marketo Docs - Product Docs   What is a unique visitor in Web Personalization A unique visitor refers to an individual that has visited your web page, regardless of how often they visit. For example, when an individual goes to your web page on Tuesday, then again on Wednesday, this is recorded as two visits from one unique visitor.   What is the time zone setting on the Marketo Web Personalization server that is used to count impressions The server is set to record data in U.S. Central Time (CT), but the time stamps you will see in the UI are based on your local time zone. Very rarely, a visitor might show up twice if they visited on separate days according to CT but not your time zone.

Issue Issue Description When opening the downloaded HTML of a new email created from a template in Marketo, the email appears to be broken in colour and format. The preview of the downloaded HTML of the email does not have the same styling of colour and format compared to the preview in Marketo. This is a article attached image     Solution Issue Resolution This only occurs when the email has not yet been approved, and only affects what the email looks like when it is downloaded. The color and format of the downloaded email appears different to the email previewed in Marketo is because in the downloaded HTML, variables (e.g. ${variableName} ) containing the styling are not rendered. Once the email is approved, when the HTML of the email is downloaded, the variables containing the styling will be rendered.

    Overview Add Leads to Static Lists Use Custom Fields Overview Lead records have two primary components – lead attributes and activity logs. Lead attributes are the fields and field values within the lead record. For example, Job Title is a lead attribute. Lead Name is a lead attribute. Activity logs record the actions Marketo or the lead themselves have taken. For example, sending an email to a lead is an activity that would show in the activity log. If the lead opens the email or visits a tracked page, those activities would show in the activity log as well.   Activities in the activity log are only retained for 90 days, 25 months, or 37 if you have purchased the premium data retention option. The official Marketo Data Retention Policy can be found here: Marketo Activities Data Retention Policy   The main way to store activity data beyond the Data Retention Policy timeframe is to use the Bulk Extract API. There are two other ways you can keep a reference of these activities after the end of the Data Retention period, and they can be referenced within the Marketo UI. This article will show you how that can be done.     Add Leads to Static Lists Static lists will retain lead membership even if the activity of adding the lead to the list has been removed. This will let you have lists dedicated to specific criteria that would otherwise be removed after the data retention time period has been passed.   For example, Smart Campaign membership history is not retained after 25 months. If you are searching for members of a Smart Campaign, but a lead first became a member of the Smart Campaign more than 25 months ago, the search results would not include that lead.   An easy way to work around that is to add your leads to a static list as part of the flow of the campaign. When creating your Smart Campaign, create a new static list with the same corresponding name (makes it easier to identify later). When building the flow of your campaign, add the "Add to List" flow step so that all leads going through the campaign will be logged on the list.   Use Custom Fields Lead attributes and their field values are not affected by the Data Retention Policy. Use Smart Campaigns to populate custom fields with values based on activities your leads take. This will allow you to filter leads by these lead attributes that are not affected by the Data Retention Policy. A side benefit to this is that it is faster to search by lead attributes than by searching through lead activity logs.   Example: This approach can work for many different activities, but let’s use form fill outs as an example.   Let’s say you want to be able to identify leads who have been very active and have filled out more than 5 forms over their lifecycle. You could use the filter “Filled Out Form” with the “Min. Number of Times” constraint set to 5. However, if one of those forms filled out occurred more than 25 months ago, the filter would only be able to access 4 form fill activities in the activity log. Therefore, the lead would not pass the filter.   Instead of using the “Filled Out Form” filter, set up a Smart Campaign to write to custom fields that show you how many forms they’ve filled out, and when the first one was. Here’s how to do it:   1. Create two new custom fields in Marketo, one Score Field, and the second a Date Field.   2. Create a new Smart Campaign   3. Add the trigger “Fills Out Form” set to “is any” to the Campaign Smart List 4. Add these two Flow Steps to the Campaign Flow: Flow Step 1: “Change Score” Score Field Name: your score field name Change: +1   Flow Step 2: “Change Data Value” Add Choice to Flow Step Choice 1: If “your score field name”  “is empty” Attribute “your score field name” New Value: {{system.date}} Default Choice: Do Nothing This campaign will listen for any time a lead fills out a form, add +1 to your score field, and if it’s the very first form they’ve ever filled out, it will log the date of when it was done. If the lead has ever filled out a form in the past, there will already be a date value in the date field, so the flow choice would just skip over it and do nothing. Results You’ll See: With the original goal of identifying leads who have filled out more than 5 forms you’ll be able to filter for leads that have filled out at least 5 forms. In addition, this campaign will let you search for leads based on when they had filled out their very first form, regardless of how long ago it was. Since it’s stored in a lead field, it’s a lead attribute that is not affected by the Data Retention Policy at all.

Issue Person record's Activity Log shows repeat Company Name changes without any Data Value Change being logged.  In this example screenshot, we can see that the person had the Company Name set back to the correct value by the CRM sync, but there is no record of the Company Name being changed in the first place. This is a article attached image Environment Person records showing the change are all part of the same Account. One person on that holding Account fills out a form that updates the field "Company Name" to a value that is different from the Account Name CRM sync corrects the Company Name field back to Account Name Solution STEPS TO RESOLVE: 1. Find the lead that change the Company Name field on the account with a Smart List filter:      DATA VALUE CHANGED     Attribute: Company Name     New Value: [Company Name from form fill-out]     Previous Value: [Account Name] This is a article attached image 2. Locate the Data Value Change in the Activity Log 3. Check the date and time of the Data Value Change 4. Check that timeframe on other affected records 5. The timeframe of the Data Value Change back to the Account Name will approximately match the timeframe of the logged Data Value Change, showing that the update to the one person was the cause of the update for all others on that account.   Root Cause Marketo uses Company Name as the identifier for the Account object.  If you have multiple people on the account and one of them changes the Company Name via a form fill-out, the Company Name is changed for all other people on that Account.  This change happens on the back end, so you will not see it until the CRM changes it back to the correct value in the next sync cycle.  

Included in this article   How many total named accounts can I have within Marketo TAM? How many account lists can be created? How many Named Accounts can be added to the Account List? Is Marketo TAM Workspace specific? Which lead attributes are used for Lead-to-Account Matching? How are strong lead matches to Named Accounts determined? How are weak lead matches to Named Accounts determined? How can you make Marketo TAM automatically associate leads to Named Accounts? Do I see all the CRM accounts in the Discover CRM grid? Does the number of CRM accounts match the number of CRM accounts shown in Discover CRM grid? What does the Discover Marketo Companies grid show? What happens if I delete Named Accounts? Can I merge duplicate companies or CRM accounts manually in Marketo? How is the week-over-week engagement over time chart determined and how frequently it is calculated? How is the week-over-week pipeline chart determined and how frequently it is calculated? How is the week-over-week revenue chart determined and how frequently it is calculated? Does Marketo TAM backfill data for engagement over time charts? How far back can I see engagement over time, pipeline and revenue charts? How far back are email and web activities calculated for? How is pipeline determined? How frequently are account scores calculated? How is Currency calculated? Does Marketo TAM support Account hierarchy? Additional Documentation   How many total named accounts can I have within Marketo TAM? There is no limit from a product perspective.     How many account lists can be created? 1,000     How many Named Accounts can be added to the Account List? 500     Is Marketo TAM Workspace specific? No. Named Accounts are visible to all the Workspaces. But Lead Partition rules are still honored. Which means you can see a named account in multiple Workspaces but depending on the Lead Partition rules, you can only see leads belonging to the corresponding Workspace within that named account.     Which lead attributes are used for Lead-to-Account Matching? It is based on 3 lead attributes: Email Domain, IP Address and Company Name. We convert Email Domain and IP address to the Company Names and match all 3 to identify strong and weak matches.     How are strong lead matches to Named Accounts determined? When the Company Name matches 3 out of 3, or 2 out of 3 times, then we consider this a strong match.     How are weak lead matches to Named Accounts determined? When the Company Name matches only 1 out of 3 times, then we consider this a weak match.     How can you make Marketo TAM automatically associate leads to Named Accounts? When you create a Named Account from any of the Discover grids, Marketo creates rules which then going forward are used to do automatic association of leads from the company to Named Accounts.     Do I see all the CRM accounts in the Discover CRM grid? Yes, all the CRM accounts that are synced in Marketo show up here     Does the number of CRM accounts match the number of CRM accounts shown in Discover CRM grid? Not necessarily. Marketo ABM does light de-duplication by CRM account names. First, we remove company suffixes before matching to company names. (Ex: Co, Corp, Corporation, Gmbh, Inc, Incorporated, LLC, LLP, LP, Ltd, PA, PC, PLC, PLLC). Second, we merge companies or CRM accounts in Marketo with duplicate names (not case sensitive)     What does the Discover Marketo Companies grid show? This grid shows all the CRM accounts as well as Marketo Companies that we found in the Marketo lead database.     What happens if I delete Named Accounts? None of the leads associated with the Named Accounts will be deleted. You can always go back to the Discover Companies grid and re-create the Named Account.     Can I merge duplicate companies or CRM accounts manually in Marketo? Yes. You can use Discover Marketo Companies to do that.     How is the week-over-week engagement over time chart determined and how frequently it is calculated? We take daily account scores and show the maximum account score for that week. This chart is calculated every 8 hours.     How is the week-over-week pipeline chart determined and how frequently it is calculated? We add the total sum for the 'Amount' of all opportunities except closed-won and closed-lost. We show opportunity amount on last day of the week. This chart is calculated every 24 hours.     How is the week-over-week revenue chart determined and how frequently it is calculated? We add the total sum of the 'Amount' of all the closed-won opportunities on a weekly basis. This chart is calculated every 24 hours.     Does Marketo TAM backfill data for engagement over time charts? No. Engagement is tracked from the time Named Accounts are created. We don't backfill.     How far back can I see engagement over time, pipeline and revenue charts? 90 Days.     How far back are email and web activities calculated for? 30 Days.     How is pipeline determined? Pipeline is calculated as a sum total of 'Amount' for all open opportunities except closed-won and closed-lost in CRM accounts.     How frequently are account scores calculated? Every 30 minutes.     How is Currency calculated? Currency is the Subscription currency. Marketo ABM does not covert the currency.     Does Marketo TAM support Account hierarchy? Not in this current version, but it is planned for future versions.       Additional Documentation Here are some links to related Documentation that you may find useful:   Target Account Management (previously ABM) - Troubleshooting Tips Target Account Management Overview - Marketo Docs - Product Docs TAM - Issue a License - Marketo Docs - Product Docs TAM - Permissions - Marketo Docs - Product Docs TAM - Configure CRM Mapping - Marketo Docs - Product Docs TAM - Account Score - Marketo Docs - Product Docs TAM - Account Lists - Marketo Docs - Product Docs TAM - Add People to a Named Account - Marketo Docs - Product Docs TAM - Discover Accounts - Marketo Docs - Product Docs TAM - Lead to Account Matching - Marketo Docs - Product Docs TAM - Named Accounts - Marketo Docs - Product Docs TAM - Account Filters - Marketo Docs - Product Docs TAM - Account Triggers - Marketo Docs - Product Docs TAM Main Dashboard - Marketo Docs - Product Docs TAM - Account List Insights - Marketo Docs - Product Docs TAM - Named Account Dimension in RCA - Marketo Docs - Product Docs TAM - Named Account Insights - Marketo Docs - Product Docs

Issue Lead activity log shows "Change segment" or "Add to Segment" for a segmentation (i.e. "Change Title to "Directors") The named segmentation ("Title") does not show up in the segmentation list in Database Environment Marketo instance with the Target Account Management feature Solution Even though the activity log shows a segment activity, the segment is actually a Persona, which is a feature of Target Account Management.

Included in this article Lead-to-Account Matching Why aren't leads automatically associating with my named accounts? Why do the incorrect leads get associated with my Named Accounts? Discover CRM Accounts or Discover Marketo Companies Why do I see fewer numbers of CRM accounts in the Discover CRM account grid than in my CRM system? Why can't I see the new contacts and opportunities automatically associated with my Named Account that I created based on that CRM account? I can't see any company names in Discover CRM grid or Discover Companies grid. I have a bunch of leads from a specific company, but I don't see this company in the Discover grid. Top Accounts Why I can't see any named accounts in my Top Named Account list? Top People Why can't I see people with stars and flames at account level? Interesting Moments Why don't I see Interesting Moments at account level? Email Activities Why can't I see Email metrics such as number of emails sent at account level? User License Why can't my users see the new ABM Tile? User Permission Why can't I create/edit/delete a Named Account, Account Lists etc. Logos Why can't I see the Logo for my Named Account? Additional Documentation Lead-to-Account Matching   Why aren't leads automatically associating with my named accounts? Because the named accounts have not been created from the Discover Company grid or Discover CRM grid. Marketo TAM only supports automatic association when you create Named Accounts from Discover grids.     Why do the incorrect leads get associated with my Named Accounts? The most common cause of this is an error made associating the company to the incorrect Named Account. The Support team has the ability to delete the rule for further association of the wrong leads to accounts. Contact Marketo Support for more detailed information.       Discover CRM Accounts or Discover Marketo Companies   Why do I see fewer numbers of CRM accounts in the Discover CRM account grid than in my CRM system? Marketo TAM de-duplicates the CRM accounts based on their account name. (e.g. the 2 CRM Accounts "Acme" and "acme" would show as 1 company in discover grids).     Why can't I see the new contacts and opportunities automatically associated with my Named Account that I created based on that CRM account? Make sure the Named Account was created from the Discover CRM grid. Make sure the CRM account name in the CRM system has not changed. If it has been changed, then go back to the Discover CRM grid and associate the new CRM record in this grid with the existing Named Account.     I can't see any company names in Discover CRM grid or Discover Companies grid. This will require help from the Support team. Contact Marketo Support for more detailed information.     I have a bunch of leads from a specific company, but I don't see this company in the Discover grid. It can take a few minutes up to a few hours to process the new leads in the lead database before the company is proposed on the Discover grid. Check if the leads were recently created in the system. The company name on the leads could be different than the company name in the Discover grid. One of the databases we use matches companies to domains used, but another one may have a different company listed, which will get sorted out as the databases update the records. This issue could also be caused by information from those leads coming from an ISP, or if they have public email domains (e.g. Gmail, Yahoo). We don't show these company names in the Discover grid.       Top Accounts   Why I can't see any named accounts in my Top Named Account list? TAM won't show Named Accounts in Top Accounts with ZERO pipeline or ZERO account score.       Top People   Why can't I see people with stars and flames at account level? This will happen if your subscription doesn't have Sales Insight enabled       Interesting Moments   Why don't I see Interesting Moments at account level? This will happen if your subscription doesn't have Sales Insight enabled       Email Activities   Why can't I see Email metrics such as number of emails sent at account level? This will happen if your subscription doesn't have Email Insights enabled       User License   Why can't my users see the new TAM Tile? Each user must have an TAM license issued in order to access the tile.       User Permission   Why can't I create/edit/delete a Named Account, Account Lists etc. This will happen if the user doesn't have permissions enabled to create/edit/delete Named Accounts.       Logos   Why can't I see the Logo for my Named Account? Logos are not supported when you merge 2 companies into 1 Named Account       Additional Documentation Here are some links to related Documentation that you may find useful:   Account Based Marketing (ABM) FAQ - Product Facts & Figures Target Account Management Overview - Marketo Docs - Product Docs TAM - Issue a License - Marketo Docs - Product Docs TAM - Permissions - Marketo Docs - Product Docs TAM - Getting Started With TAM - Marketo Docs - Product Docs TAM - Account Score - Marketo Docs - Product Docs TAM - Account Lists - Marketo Docs - Product Docs TAM - Add People to a Named Account - Marketo Docs - Product Docs TAM - Discover Accounts - Marketo Docs - Product Docs TAM - Lead to Account Matching - Marketo Docs - Product Docs TAM - Named Accounts Overview - Marketo Docs - Product Docs TAM - Account Filters - Marketo Docs - Product Docs TAM - Account Triggers - Marketo Docs - Product Docs TAM - Main Dashboard - Marketo Docs - Product Docs TAM - Account List Insights - Marketo Docs - Product Docs TAM - Named Account Dimension in RCA - Marketo Docs - Product Docs TAM - Named Account Insights - Marketo Docs - Product Docs

  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 Change Program Member Data Compute Data Value Enrich with Data.com Execute Campaign 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

Overview Beginning August 15, 2018, Marketo will implement a new policy for the retention of marketing activity data. Under this policy, Lead Activity and Campaign Membership data will be stored for a rolling 25 months past the activity date, and certain high-volume activity data will be retained for a rolling period of 90 days past the activity date. Beyond these retention periods, this data will not be available.   This change in retention will enable Marketo to continue to meet the performance demands of its customer base while providing clear expectations for data retention across the platform.   Customers who wish to export marketing activities that are older than 25 months or high-volume activities that are older than 90 days should do so before August 15, 2018. After this date, Marketo will apply the new retention policy and the older data will no longer be available.     Summary of Changes There are three components to the data retention policy: a retention period of 14 days for one activity, 90 days for twelve high-volume activities; and a retention period of 25 months for all other activities.     Activity with 14-Day Retention Period Activity Retained for 14 Days Delete Lead     Activities with 90-Day Retention Period The high-volume activities listed below will be retained for 90-days. After 90-days, all such 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 changed from 25 months to 90 days effective August 31st, 2020.  More information here.     Activities with Minimum 25-Month Retention Period The activities listed below will be retained for 25 months. After 25 months, all such activities will be permanently deleted. The only exception is the New Lead activity, which will always be displayed in the activity log. All other activities will be deleted, but the New Lead activity will not, giving you a permanent record of when the lead was created and how. 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 Member Data Change Program Status Compute Data Value Enrich with Data.com Execute Campaign 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   Once this data retention policy goes into effect, Marketo will enact the following: Activities will be available via the Marketo UI or for REST API Bulk Extract for 25 months from the activity date. Activity data in reports for campaigns, forms, emails, or website visits will be available for 25 months from the activity date. Activity data from decision rules in Smart Lists will be available for 25 months from the activity date. Smart Lists and Smart Campaigns will be able to access data for 25 months. Engagement programs will still not send the same email to a lead again for at least 25 months after the first email send activity date.   Marketo Data Retention Policy You can see the Marketo Data Retention Policy in the Marketo Community here: Marketo Activities Data Retention Policy   Frequently Asked Questions   What Happens Next? You have until August 15, 2018 to export any of your existing, historical (older than 25 months) marketing activity data. After this date, Marketo will apply the data retention policy to marketing activities on an ongoing basis.     What do I need to do? No action is required unless you wish to store activity data that was generated more than 25 months in the past. If you need to retain data that is older than 25 months, you should export it via the REST API Bulk Extract before August 15, 2018.   If you would like to store the activity data from the high-volume activities, you should export it within its 90-day retention period.   For additional help, you may want to engage a technology partner from the Marketo LaunchPoint Partner ecosystem or contact Marketo Professional Services.     What's in it for me? Your individual benefits from this data retention change will depend on your usage. Generally, users of the Marketo platform may see performance-related improvements, such as: Smart Lists can process faster. Filters for activities (such as email opens or website visits) won’t need to query multiple years of historical data, making the search time shorter. Emails will send faster. Since Smart Lists will process faster, campaigns will qualify members faster and email batches will take less time to assemble. Lead scoring will happen faster. Activity that contributes to lead scoring will be processed faster. REST API and campaigns will execute faster. Without a large amount of historical data to process, your campaigns will execute faster and REST API calls will speed up.     Will this affect my reports? You'll see changes if you attempt to run a report on lead activity beyond the retention period. Your reports will show up to 25 months’ worth of data, but data beyond the activity retention period will no longer be available. For more detailed information, please see our documentation here: Marketo Activities Data Retention Policy – Impact on Reporting     How will this affect my contact data? The new data retention policy will not change the way Marketo stores field values within Lead, Account, or Custom Object records. The retention policy change applies to the activities logged in the activity log. The field values (attributes) in the record won’t be affected.   Example: Say a lead has a Change Data Value activity that inputs an address into the Address field. The address itself that is entered into the Address field will not be affected. However, the Change Data Value activity that is logged in the activity log will only be retained for 25 months, after which it will be deleted.     Will there be any change to lead scoring? Activities that affect lead scoring (including those from emails, forms, or campaigns) will be available for 25 months. Beyond that period, the activities will not be retained and won’t affect lead scoring. The existing score won’t be changed when the activity is deleted.   Example: Say a lead visited your pricing page one time in 2014 and a Smart Campaign changed the score +5 for the activity. Four years later, the lead will still have the score of 5, but the activity that generated the score change will have been deleted.   For most, the value of activities that happened over two years ago isn’t as great as the value of more recent activities. The usefulness of activities affecting scores decays over time, so the overall impact should be minimal.     How will this affect marketing assets? The new data retention policy will not change the way marketing assets (such as campaigns, forms, emails, etc.) are stored. The data policy change applies only to activities, not the assets within your Marketo instance.     Does this include Custom Activities? Yes. Custom activities are included in the new data retention policy. All activities, even custom activities, will be deleted after 25 months.     How will this affect global unsubscribe? The new data retention policy will not affect global unsubscribe status. Even after the unsubscribe activity moves beyond the retention period date and is deleted, the lead’s Unsubscribed status is kept as a lead attribute, and is retained in the Durable Unsubscribe.     How do I tell when an anonymous lead record was created and when it became known? There are two places in lead records where info is stored for when it was created. 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. 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.     Will there be any change to my CRM sync? Any activity that was synced with your CRM prior to the new data retention policy will remain stored in the CRM and should not be changed. However, some information within Marketo Sales Insight could be affected. See our “Under the Hood” documentation for more details. Marketo Activities Data Retention Policy - Under the Hood     How does this impact those in the financial services industry? Due to the very specific data retention requirements for customers in the financial services industry, we highly encourage such customers to implement their own processes to retain and archive data. If needed, you can purchase an Extended Data Retention subscription, which extends data retention to a period of 37 months (please note, the Extended Data Retention subscription does not apply to high-volume activity data which is retained for 90-days). Records can also be exported through REST API Bulk Extract.     What if I use the activity data in some of my calculations? Using the raw activity data as a transactional data store is a practice that should be avoided for performance reasons. Instead of this approach, best practices for typical use cases include the following: Purchase History: Historical data such as "Purchases in the last 6 months" are often used as indicators of customer engagement. But querying the amounts from the activities each time will slow your trigger campaign performance. Instead, consider a weekly scheduled batch campaign which calculates the data and stores it as a custom attribute on the Lead. Preference/subscription history: Customer preferences and subscriptions change over time. These are frequently updated via a form, and in some cases, you might want to retain either the modified time stamp or the prior settings. However, using the raw form activities is not advisable. Instead, if you're tracking subscriptions, use either a custom attribute (for one preference) or custom objects (for multiple preferences or subscriptions). You can also use those tools to store the modification time stamp and even the previous value if necessary, though you should consider carefully how far back you really need to retain such information. Relationship marketing: Certain industries, such as Wealth Management or Consulting, have long-term relationship strategies in place. The engagement campaigns might have been set up to depend on the activities to signal that certain events have occurred. For example, an introductory or sign up package might have been sent several years ago. Instead of using the activity, have the date that activity occurred stored as a custom attribute on the Lead.     Are there any options to retain my data longer than 25 months? If you need to retain your data longer than 25 months, you have two options: You can purchase the premium Extended Data Retention subscription to retain your activity data for 37 months. Talk to your Customer Success Manager for more information. NOTE: The Extended Data Retention subscription cannot be applied to the high-volume activities. Those activities will still only be retained for 90-days. You can use REST API to bulk export your data and retain it yourself. The REST API documentation containing directions for bulk exporting can be found in our REST API Bulk Extract article.     What kind of data can I export using the REST API Bulk Extract? You can use a REST API call to retrieve the list of standard activity types; the call is documented in our REST API Bulk Extract article. Additional information about REST API calls can be found in REST API.     Is there a way of opting out of this policy? In order to ensure that our customers continue to receive the best level of performance from the platform, all Marketo customers will be subject to this data retention policy.     Where Can I Find 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: Marketo Activities Data Retention Policy Update Webinar   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   Under the Hood Documentation This document will give you all of the details of exactly what is happening. If you're looking for in depth technical details, this is the go-to document to check out! Marketo Activities Data Retention Policy - Under the Hood   Ways to store activity data beyond the retention policy Here are two docs that give possible work arounds you can try 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

Issue Syncing leads from Marketo to MS Dynamics gives error "Failed: INSERT for person [number] error: Could not Form URI for NavigationLink." Environment Marketo synced to MS Dynamics Solution This error is generated in MS Dynamics and relayed back to Marketo Check the Marketo Error logs in Dynamics for the error "insert[number] " and see if the logs give you any info indicating the cause of the error If you are unable to determine the cause of the error, gather the Marketo Logs and Marketo Error Logs from Dynamics and open a support case for further assistance. You may need to include your Dynamics admin on the case

Technically, you cannot move records backwards in a progression status.  The only so called “backward” status that you can change the record to is a progression status of “Not In Program”; however, doing this removes them from the membership of the program.  If you do this procedure, this will allow you to re-add them with a different status.   We mentioned technically this cannot be done but logically, there is another method that allows you to juggle the record’s progression status but in a more lateral movement with what appears to be in a “backward” state.  This is all dependent on how you have your channel steps configured.  To access your channel steps, please do the following:   Choose Admin Choose Tags Click the + next to Channel Locate the channel you wish to configure and highlight it Click the drop-down menu towards the top of Tag Actions, and select Edit   You should now see a pop-up window that allows you to configure the status steps for that channel like the following example:   This is a article attached image     If you configure statuses that have the same step number, this will allow you to move the record in a lateral movement which, in a sense, is somewhat like a backward progression but it really isn't.  With the example screen capture, I can do a change in progression status of “Invited” to “Attended Show” and vice-versa because the step is with an identical number. If I wanted to change in progression status of “Invited” to “Engaged” and back, it will not work because the step value is not identical. You can reference more information about this in the Marketo Admin: Customize, Create, & Manage Channels article.

Issue Delay in SFDC Sync causes email to be sent with unpopulated tokens Wait steps in campaign designed to prevent race conditions are sometimes not long enough for the SFDC Sync to complete Wait steps cause delay in customer receiving their email after filling out for - bad user experience Environment Smart Campaign triggers off form fill and flow step syncs Person record to Salesforce  Info from SFDC sync is used to populate tokens in email Campaign uses Wait steps to hold email send until sync is finished Solution Split the Smart Campaign into two campaigns The first campaign runs the sync activities, but does not send email The second campaign triggers off of the Data Value Changes resulting from the sync and sends the email with the email tokens populated

Overview These instructions will show you how to add a filter to Segments that will prevent a visitor from seeing the same campaign twice. When done this way, each visitor will only see the associated Campaign once and won't see it again.   This is a article attached image   1. Locate and select the User Context API filter (in the API category). This is a article attached image     2. Select "Campaigns - Viewed" from the "Select field to add" drop down. This is a article attached image   3. Select "is not" and insert the Campaign ID. This is a article attached image     Where to find the Campaign ID The Campaign ID is the identifier used by RTP to specify which Campaign you are referencing. It can be found in the URL for the campaign once you've navigated to it. Look for the number in the end of the URL, just after "reactionId=".            This is a article attached image   4. Click the plus sign to add a second field to the filter. Choose "Campaigns - Viewed" as the second field, same as the first.   5. Select OR from the AND/OR field. 6. Select "is empty" for the second Campaigns Viewed filter option. S This is a article attached image     Finally please make sure that the campaign is not marked as "Sticky", as this will make it appear every time.   You're all set! This segment will now only match visitors who have not seen the campaign yet.

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. Only one BCC address is supported at this time, if multiple BCC recipients are required then it is recommended to create an alias which will forward the messages. This setting 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. CAUTION: 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. If the request is for a single email send, we recommend using the following CC process: Email CC | Adobe Marketo Engage