DocumentationMarketo Optimizer Documentation

Program types

Last update: August 20, 2026

Program types define important aspects of programs and their members, and distinguish different types of marketing programs from each other. Each program type defines the following properties, which are inherited for programs using the program type:

  • Attributes - The attributes describe the important aspects of the program type, such as event dates and location attributes.

  • Program status flow - Each status is assigned to a step in the program type (such as 1, 2, or 3). Members of a program can only move from a status with the same step number (for example, from No-Showed to Attended), or to a status with a higher step number (for example, from Invited to Registered).

    Program statuses are mutually exclusive and linear, so a person can only have one status value per program. When designing statuses, think about which statuses you want to allow movement between. For example, if someone did not show for a webinar but has an option to attend on-demand later, you would want them to either have the same status number or set on-demand to a higher status number so a program member can advance to it.

NOTE
If a program type is used by at least one program, it cannot be edited.

To define a custom program type:

  1. In the Adobe Marketo Optimizer left navigation, expand Administration and select Program types.

    Access the program types list {width="800" modal="regular"}

  2. Click Create type at the top right.

  3. Enter a unique Name (required) and Description (optional).

    Create program type {width="600" modal="regular"}

    note tip
    TIP
    Including a description is a best practice and makes your program type library more manageable.

  4. Click Create type.

  5. Add the Attributes for the program type.

    For each attribute that you want to add:

    • Click Add attribute.
    • Choose the API name and enter the Display name.
    • Click Save.

    Program type attributes {width="600" modal="regular"}

  6. Define the steps for Program statuses.

    Define each step that you want to include in the flow:

    • Click Add step.
    • Enter a status name.
    • (Optional) Click Add status and enter an additional status name to include for the step.

    Select the Mark as success check box for any step that you want to track as a successful program execution.

    Program type statuses {width="600" modal="regular"}

  7. Click Done to save your changes and return to the program types list.

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