The (maybe!) complete list of Marketo standard fields
Asked often, but rarely answered with confidence: What are Marketo's standard fields?" Even if you have a baby-fresh Marketo instance, it's not as simple as you think. Since most of us inherit already-running instances, it's tricky, and we're burdened by incomplete docs and confusing terminology.
For example, this doc claims to list “standard fields that are accessible via the API.” You'd think this would be a subset of the fields Marketo considers to have type = standard. But it's not, since it includes a lot of fields that, we can see elsewhere, actually have type = custom: one example of many is Marketo Social Facebook Display Name. The doc should say, “If a standard field is not in this list, it is not accessible via API.” Or maybe “These fields are standard-ly accessible via the API.” Not the same as a list of standard fields.
Also, standard fields are more than the system-managed subset, though sometimes the two terms are confused. System-managed fields are those standard fields you can't edit, but they're not the only standard fields.
Then there's the fact that the REST API Describe method, utterly frustratingly, won't show the field type for a given field. (Nor will it show hidden fields, a disaster in its own right.)
What does Marketo mean by type = standard, though? How about this definition:
- created by Marketo automatically
- attached to core Lead, Company, or Opportunity objects
- may be required for CRM integration (i.e. unique CRM ID/timestamp)
- may be read-only or writable
- may be always-shown or hideable
- visible via API or UI, but not necessarily both
In the end, the most reliable source for standard vs. custom is Admin » Field Management. When you try to change the type of a standard field, you'll see this:
But with a custom field:
(Note that I purposely chose Marketo Social LinkedIn Reach here, mislabeled in the first doc above as “standard” but actually custom.)
By parsing the Field Management tree offline, we can get all the fields the UI considers standard. True, there's something slightly off here, too: this is from an SFDC integrated instance, so there are a few core SFDC fields considered standard that would be supplanted by Dynamics fields in other cases. Anyway, here goes:
Lead |
Company |
Opportunity |
| Acquisition Date Acquisition Program Name Address Anonymous IP Black Listed Black Listed Cause City Cookies Country Created Date of Birth Department Do Not Call Do Not Call Cause Do Not Call Reason Email Invalid Email Invalid Cause Email Suspended Email Suspended At Email Suspended Cause External Sales Person Id Fax First Full Name Inferred City Inferred Company Inferred Country Inferred Metropolitan Area Inferred Phone Area Code Inferred Postal Code Inferred State Region Is Anonymous Is Customer Is Partner Job Title Last Lead Notes Lead Owner Email Address Lead Owner First Name Lead Owner Job Title Lead Owner Last Name Lead Owner Phone Number Lead Partition Lead Revenue Cycle Model Lead Revenue Stage Marketing Suspended Marketing Suspended Cause Marketo Data.com Id Marketo Data.com Status Marketo Unique Code Marketo Unique Name Middle Mobile Original Referrer Original Search Engine Original Search Phrase Original Source Info Original Source Type Person Notes Phone Postal Code Priority Rating Registration Source Info Registration Source Type Relative Score Relative Urgency Role SFDC Created Date SFDC Id SFDC Is Deleted SFDC Type Salutation Score Source State Status Unsubscribed Unsubscribed Cause Unsubscribed Reason Updated Urgency |
Account Owner Email Address Account Owner First Name Account Owner Last Name Annual Revenue Billing Address Billing City Billing Country Billing Postal Code Billing State Company Company Notes Company SFDC Type External Company Id Industry Main Phone Marketo Data.com Id Marketo Data.com Status Num Employees Parent Company Name SFDC Account Num SFDC Type SIC Code Site Website SFDC Campaigns (aggregate) |