Knowing your Marketo Fields

A healthy database is the key to your all Marketing initiative, planing and executions. Until you know what all fields are available to you and how you can utilize those, you will not be able to make most out of it. In this Blog, I’m going to explain the different categories, types and limitations of the fields available in a Marketo Database.

Types of Fields:

Let’s take a look on the different categories of the fields available in Marketo:

  1. Marketo Standard fields: These are the fields that come out of the box with a new Marketo instance. You can find a list of all standard fields here:
  2. System Managed fields: You might have noticed that on lead details page, there are some non-editable fields. These are also Marketo standard fields but these fields are being managed by Marketo back-end system. You can not update/edit these fields by any means. You can find a list of these fields here:
  3. Custom fields: If you need to store additional information in Marketo and that doesn’t fit into the standard set of fields, you can create custom fields directly in Marketo. Don’t know how to create custom fields in Marketo? check it out here:

  4. Fields Synced from CRM: These are the fields which were created as a result of the CRM sync. (I’ll be referring SFDC as CRM in this document.)

Field Data Types:

Data Type is a particular kind of data item, as defined by the values it can take or the operations that can be performed on it. For example, number, string, char etc. We can do arithmetic operations on number not on string.

Like any other database system, Marketo also have defined data types for the field creation as below:

Field Type Description Example
DatetimeUsed for inputting a date & time. Follows W3C format (ISO 8601). The best practice is to always include the time zone offset. Complete date plus hours and minutes: YYYY-MM-DDThh:mm:ssTZD where TZD is “+hh:mm” or “-hh:mm” Note: Some Asset APIs return “Z+0000” as TZD for updatedAt and createdAt.2010-05-07T15:41:32-05:00
EmailA string type field which accepts email
FloatA number field which contains of Real Numbers and can use a decimal place.10.4
IntegerWhole numbers10
FormulaFields whose values are generated by manipulating data from other fields present on a lead record. They are not exported and can not be used in a Smart Campaigns.Please see this article on
PercentA percentage expressed as an integer30
URLA text type field which restricts input to URLs, including the protocol of the URL.
PhonePhone number111-111-1111
TextareaLonger text. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
StringShorter text (up to 255 characters)Lorem ipsum dolor sit amet
ScoreAn integer type field which can be manipulated with the Change Score flow step10
Boolean(previously Checkbox)Allows users to select a True (checked) or False (unchecked) value. Default Value is FALSE.True
CurrencyA float type field which represents the default currency type selected for the Marketo Subscription10.40
DateUsed for date. Follows W3C format.2010-05-07
ReferenceA string type field containing a key to another record (a foreign key).Contact Company

Data type limitation:

Along with restricted data types, Marketo also have defined certain limit for each data type. This limit defines the amount of data, a particular type of field can hold.

Field TypeLimitation
BooleanIt can only be set to “true” or “false” (stored in the database as 1 or 0).
CurrencyMaximum value of 9223370000000000000. The currency will be displayed based on the location set in your Admin->location.
DateMust be formatted “MM/DD/YYYY”.
DatetimeMust be formatted “MM/DD/YYYY HH:MM:SS”.
EmailMust be a properly formatted email (
FloatCan include decimals up to the hundredths place.  The value will round to the nearest hundredth (eg. 99.999 rounds to 100, 99.985 rounds to 99.99).  Maximum value of 10000000000.
FormulaSee this guide: Create and Use a Concatenated String (Formula) Field – Marketo Docs – Product Documentation
IntegerValues are limited to between -2147483647 to 2147483647.
PercentMust be a full number without decimals.  Maximum value of 9223370000000000000.
PhoneCan have letters, numbers, or characters.  Maximum of 2,000 characters.
ScoreMaximum score of 9223372036854775807.  If the score is increased higher than that, the score will reset to -9223372036854775808.
StringCan contain letters, numbers and special characters. Limit of 255 total characters
Text AreaCan contain letters, numbers and special characters. Limit of 65,535 total characters
URLhttp://” will automatically be appended to the value if the value doesn’t have that prefix or “https://” already.  Does not have to be formatted any further (Generic top-level domain not required).

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