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:

		<td  style="vertical-align:top;padding-top:0;width:33%'">Amount<br />Close Date<br />Description<br />Expected Revenue<br />Fiscal<br />Fiscal Quarter<br />Fiscal Year<br />Forecast Category<br />Forecast Category Name<br />Has Opportunity Line Item<br />Is Closed<br />Is Won<br />Last Activity Date<br />Lead Source<br />Name<br />Next Step<br />Probability<br />Quantity<br />SFDC Created Date<br />Stage<br />Type<br />Number of Optys (aggregrate)<br />Total Opty Amount (aggregate)<br />Total Opty Expected Revenue (aggregate)</td>
	</tr>
</tbody>

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
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)