Documentation Marketo Engage Marketo Guide

Metrics and Dimensions

Last update: April 9, 2025

Topics:
Reporting

Below you’ll find all the metrics and dimensions available for the Revenue Cycle Explorer analysis report.

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Dimensions and Measures

Analysis Report	Dimensions			Measures (M)
	Timeframe	Attributes	Custom Attributes
Email Analysis	Quarter Timeframe Month Timeframe Week Timeframe Date Timeframe Day of Week Hour of Day	Email Attributes Lead Attributes Company Attributes Program Attributes ABM Account Attributes Program Tags	Custom Company Attributes Custom Lead Attributes	Measures (M)
Lead Analysis	Lead Created Timeframe Opportunity Created Timeframe	Lead Attributes Company Attributes ABM Account Attributes	Custom Lead Attributes Custom Company Attributes	Measures (M) Custom Measures (M)
Model Performance Analysis (Companies)	Timeframe	Model Attributes		Measures About Stages (M)
Model Performance Analysis (Leads)	Timeframe	Lead Attributes Model Attributes	Lead Attributes → from admin > RCA	Measures About Stage (M) Measures Between Stages (M)
Opportunity Analysis	Lead Created Timeframe Opportunity Created Timeframe Opportunity Closed Timeframe	ABM Account Attributes Company Attributes Lead Attributes Opportunity Attributes Opportunity Role	Custom Company Attributes Custom Lead Attributes Custom Opportunity Attributes	Measures (M)
Program Cost Analysis	Program Cost Timeframe	Program Tags Program Attributes		Investment (M) Membership (M) Success (M)
Program Membership Analysis	Program Membership Timeframe Program Success Timeframe Program Acquisition Timeframe Program Status Timeframe	Program Attributes Program Status Attributes Company Attributes Lead Attributes ABM Account Attributes Program Tags	Custom Company Attributes Custom Lead Attributes	Program Membership Measures (M) Program Success Measures (M) Program Status Measures (M)
Program Opportunity Analysis	Opportunity Timeframe Program Cost Timeframe	Program Attributes Opportunity Attributes Program Tags	Custom Opportunity Attributes	Attributions (M)
Program Revenue Stage Analysis	Program Cost Timeframe	Model Attributes Program Attributes Program Tags		Stage Membership (M)

Detailed dimensions and metrics for the above analysis report

Dimensions

Email Attributes	Lead Attributes	Company Attributes	Opportunity Attributes	Program Attributes	Program Status Attributes	ABM Account Attributes	Model Attributes	Opportunity Role
Email Name Email Subject Email From Address Email Template Email Link	Acquisition Program Blacklisted Converted to Opportunity Do Not Call Full Name Job Title Marketing Suspended Original Source Info Original Source Type Lead Partition Register Source Type Unsubscribed Email Address Email Invalid Lead Owner Email Address Lead Owner Job Title Lead Owner Name Lead Source Lead Status Domain Name	Annual Revenue Billing City Billing Country Billing State Billing Postal Code Company Name Industry Number of Employees SIC Code	(FT) before Opportunity Closed (FT) before Opportunity Created Marketing Influenced (MT) before Opportunity Closed (MT) before Opportunity Created Opportunity Closed Opportunity Forecast Category Opportunity Name Opportunity Stage Opportunity Type Opportunity Owner Name Opportunity Won Opportunity Probability (%)	Program Channel Program Name	Channel Status Step Status is Success Program Status	ABM Country ABM CRM ID Named Account	MPA_C Is Model Active Is Stage Active On Success Path Is Track Company Model Stage Stage Type MPA_L All above and some additional Is Direct Transition Is Stage Active (To Stage) On Success Path (To Stage) Stage Type (To Stage)	Added to Opportunity Is Primary Role

Email Attributes

Lead Attributes

Company Attributes

Opportunity Attributes

Program Attributes

Program Status Attributes

ABM Account Attributes

Model Attributes

Opportunity Role

Email Name
Email Subject
Email From Address
Email Template
Email Link

Acquisition Program
Blacklisted
Converted to Opportunity
Do Not Call
Full Name
Job Title
Marketing Suspended
Original Source Info
Original Source Type
Lead Partition
Register Source Type
Unsubscribed
Email Address
Email Invalid
Lead Owner Email Address
Lead Owner Job Title
Lead Owner Name
Lead Source
Lead Status
Domain Name

Annual Revenue
Billing City
Billing Country
Billing State
Billing Postal Code
Company Name
Industry
Number of Employees
SIC Code

(FT) before Opportunity Closed
(FT) before Opportunity Created
Marketing Influenced
(MT) before Opportunity Closed
(MT) before Opportunity Created
Opportunity Closed
Opportunity Forecast Category
Opportunity Name
Opportunity Stage
Opportunity Type
Opportunity Owner Name
Opportunity Won
Opportunity Probability (%)

Program Channel
Program Name

Channel Status Step
Status is Success
Program Status

ABM Country
ABM CRM ID
Named Account

MPA_C

Is Model Active
Is Stage Active
On Success Path
Is Track Company
Model
Stage
Stage Type

MPA_L

All above and some additional
Is Direct Transition
Is Stage Active (To Stage)
On Success Path (To Stage)
Stage Type (To Stage)

Added to Opportunity
Is Primary
Role

Quarter Timeframe	Month Timeframe	Week Timeframe	Date Timeframe	Day of Week	Hour of Day
Sent (Quarter) Delivered (Quarter) Hard Bounced (Quarter) Opened (Quarter) Clicked (Quarter) Unsubscribed (Quarter) Complaint (Quarter)	Sent (Month) Delivered (Month) Hard Bounced (Month) Opened (Month) Clicked (Month) Unsubscribed (Month) Complaint (Month)	Sent (Week) Delivered (Week) Hard Bounced (Week) Opened (Week) Clicked (Week) Unsubscribed (Week) Complaint (Week)	Sent (Date) Delivered (Date) Hard Bounced (Date) Opened (Date) Clicked (Date) Unsubscribed (Date) Complaint (Date)	Sent (Day of Week ) Delivered (Day of Week) Hard Bounced (Day of Week) Opened (Day of Week) Clicked (Day of Week) Unsubscribed (Day of Week) Complaint (Day of Week)	Sent (Hour of Day) Delivered (Hour of Day) Hard Bounced (Hour of Day) Opened (Hour of Day) Clicked (Hour of Day) Unsubscribed (Hour of Day) Complaint (Hour of Day)

Timeframe	Lead Created Timeframe	Opportunity Created Timeframe	Opportunity Closed Timeframe	Program Cost Timeframe	Program Membership Timeframe	Program Success Timeframe	Program Acquisition Timeframe	Program Status Timeframe
Year Quarter Month Week Date	Lead Created Year Lead Created Quarter Lead Created Month Lead Created Week Lead Created Date	Opportunity Created Year Opportunity Created Quarter Opportunity Created Month Opportunity Created Week Opportunity Created Date	Opportunity Closed Year Opportunity Closed Quarter Opportunity Closed Month Opportunity Closed Week Opportunity Closed Date	Cost Year Cost Quarter Cost Month	Membership Year Membership Quarter Membership Month Membership Week Membership Date	Success Year Success Quarter Success Month Success Week Success Date	Acquisition Year Acquisition Quarter Acquisition Month Acquisition Week Acquisition Date	Status Year Status Quarter Status Month Status Week Status Date

Measures

Email Measures	Lead Measures	Measures About Stages	Measures Between Stages	Investment	Membership/Program Membership Measure	Success/Program Success Measure
% Clicked % Clicked to Opened % Complaints % Delivered % Opened % Unsubscribed Clicked Complaints Delivered Hard Bounced Opened Sent Unique Clicks Unsubscribed	Avg Age of Unconverted Leads Avg Days to Convert Leads to Opportunity Avg Score Lead to Opportunity Conversion Ratio Company to Opportunity Conversion Ratio Number of Companies Number of Companies (Converted to Opportunity) Number of Companies (Not Converted to Opportunity) Number of Leads Number of Leads (Converted to Opportunity) Number of Leads (Not Converted to Opportunity)	MPA_C Beginning Balance Ending Balance In Flow Out Flow MPA_L Avg. Age Merged / Deleted SLA Due SLA Past Due	Avg Transition (Days) Conversation Ratio (All Types) Conversation Ration (Existing) Conversation Ratio (New) Flow Flow (Existing) Flow (New Only)	Cost per Member Cost per New Names Cost per Success Cost per Success (New Names) Program Cost	% New Names Members New Names	% Success (New Names) % Success (Total) Success (New Names) Success (Total)

Email Measures

Lead Measures

Measures About Stages

Measures Between Stages

Investment

Membership/Program Membership Measure

Success/Program Success Measure

% Clicked
% Clicked to Opened
% Complaints
% Delivered
% Opened
% Unsubscribed
Clicked
Complaints
Delivered
Hard Bounced
Opened
Sent
Unique Clicks
Unsubscribed

Avg Age of Unconverted Leads
Avg Days to Convert Leads to Opportunity
Avg Score
Lead to Opportunity Conversion Ratio
Company to Opportunity Conversion Ratio
Number of Companies
Number of Companies (Converted to Opportunity)
Number of Companies (Not Converted to Opportunity)
Number of Leads
Number of Leads (Converted to Opportunity)
Number of Leads (Not Converted to Opportunity)

MPA_C

Beginning Balance
Ending Balance
In Flow
Out Flow

MPA_L

Avg. Age
Merged / Deleted
SLA Due
SLA Past Due

Avg Transition (Days)
Conversation Ratio (All Types)
Conversation Ration (Existing)
Conversation Ratio (New)
Flow
Flow (Existing)
Flow (New Only)

Cost per Member
Cost per New Names
Cost per Success
Cost per Success (New Names)
Program Cost

% New Names
Members
New Names

% Success (New Names)
% Success (Total)
Success (New Names)
Success (Total)

Stage Membership (M)	Attribution	Program Status Measures
% New Name (Current) % New Name (Ever) Avg Days to Stage Cost per New Name New Name (Current) New Name (Ever)	# of Opportunities Associated with Program (FT) Cost of Opportunity (FT) Opportunities Created (FT) Opportunities Won (FT) Pipeline Created (FT) Pipeline Created - Still Open (FT) Revenue Expected (FT) Revenue To Investment (FT) Revenue Won (MT) Cost of Opportunity (MT) Opportunities Created (MT) Opportunities Won (MT) Pipeline Created (MT) Pipeline Created - Still Open (MT) Revenue Expected (MT) Revenue To Investment (MT) Revenue Won Avg # of Successes per Closed Opportunity Avg # of Successes per Opportunity Created New Names Program Cost Success (Total)	Status Count (Current) Status Count (Ever)

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