Salesforce Marketing Cloud: Most-used fields

The date and time when a specific event or action occurred, such as an email open or click.

A unique, user-defined identifier for an activity, often used in Journey Builder.

The unique identifier for an activity.

The name of the activity.

The type of activity, e.g., 'Email', 'SMS', or 'Wait'.

The date and time when a specific event (such as an email send, open, click, bounce, or unsubscribe) occurred.

An identifier that connects sends to later events like clicks and opens.

The category of an email bounce (e.g., 'Soft Bounce', 'Hard Bounce').

The unique identifier for the email bounce category.

The specific type of email bounce.

The unique identifier for the email bounce type.

The web browser used by the recipient when engaging with an email or other marketing content.

The unique identifier for a customer.

The name of the marketing campaign.

The unique identifier for the marketing campaign.

The ID of the account that originated the send.

An identifier for a specific code, such as a status code, an error code (e.g., SMTP code for email bounces), or a custom classification used within a marketing activity.

The unique identifier for a contact.

A unique identifier for a contact across multiple Marketing Cloud systems.

An identifier that links activities within an asynchronous process of an overall MobileConnect conversation or program.

A unique identifier that correlates mobile originated messages (MO messages) and mobile terminated messages (MT messages) in a single conversation within MobileConnect. This field is considered a legacy field in some contexts.

The date and time when the record or object was created.

The date and time of the object's creation.

The unique identifier for a customer.

The unique identifier for a customer.

The date and time when a record was inserted into a Data Extension.

Indicates the status or date related to the Double Opt-In (DOI) process for a subscriber, confirming their explicit consent to receive communications. This often involves a subscriber taking an action, such as clicking a link in a confirmation email.

The date and time when a subscriber completed the Double Opt-In (DOI) process, providing their confirmed consent. This date is often stored in the CRM or subscriber data.

The date when the record was added.

Indicates whether the message was successfully delivered to the recipient.

A descriptive text for the object.

The type of device (e.g., desktop, mobile, tablet) used by the recipient when engaging with marketing content.

The unique identifier for a mobile device, used for tracking mobile interactions or push notifications.

The number of duplicate email addresses associated with a send. This property exists only when a send targets multiple lists.

The Enterprise ID, representing the unique identifier for the enterprise account.

A unique identifier for an email.

A system-controlled, read-only text string identifier for an email object.

A unique identifier provided by a partner for an email object.

The email address of the subscriber.

The email client (e.g., Outlook, Gmail) used by the recipient to open an email, often available as a dimension in reporting.

The name of the email asset.

The date when a tracking event occurred.

The type of tracking event (e.g., Sent, Open, Click, Bounce, Unsubscribe).

The number of bounces that occurred on previous sends.

The number of unsubscribe events that occurred in previous sends.

The first name of the contact or subscriber.

The number of emails forwarded.

The email address that appears as the sender.

The name of the sender.

Demographic data indicating the gender of a contact, used for personalization and segmentation. This data can be enriched from CRM and synced to Marketing Cloud.

The number of hard bounces for an email send. Hard bounces indicate permanent delivery failures.

A read-only identifier for an object, often an integer.

The unique identifier for a send that customers use as a campaign ID.

Indicates if a message is an inbound message (e.g., from a subscriber to the system).

The number of invalid addresses associated with a send.

Indicates if an email send definition is composed of multiple parts, such as HTML and plain text versions.

Indicates if the activity or send was a test.

Indicates if the event or record is unique.

A boolean indicator that determines if a record, such as an email address, or an event meets predefined validation criteria. For email addresses, this can include syntax, MX record existence, and checks against the List Detective database.

The unique identifier for a specific activity within Journey Builder.

The unique identifier for a Journey Builder definition or journey.

The unique identifier for an email send job.

The date and time when the email send job was created.

The unique object identifier for an activity within a Journey Builder journey.

The unique identifier for a Journey Builder journey.

The name of the Journey Builder journey.

The current status of a Journey Builder journey, e.g., 'Running', 'Paused'.

A unique identifier for a specific keyword used in MobileConnect SMS messaging.

The language or locale preference associated with a subscriber or account.

The last name of the contact or subscriber.

The date and time when the journey or content was last published.

The content of the link that was clicked.

The descriptive name of the link that was clicked.

The unique identifier for the list of subscribers.

The name of the subscriber list.

A system-controlled, read-only text string identifier for a list object.

A unique identifier provided by a partner for a list object.

The name of the list to which the subscriber belongs.

The Member ID, representing the unique identifier for a Marketing Cloud account or business unit.

The unique identifier for a specific message instance, such as an email or SMS.

The actual content of an SMS or MMS message sent or received via MobileConnect.

Indicates if the interaction or engagement occurred on a mobile device.

The identifier for a recurring mobile message series, used to track repeated sends of SMS or MMS messages.

The unique identifier for tracking a mobile message.

The date and time when the object information was last modified.

The date and time when the record or object was last modified.

The name of the object or record.

The total number of emails successfully delivered.

The total number of emails that encountered an error during delivery.

The total number of subscribers excluded from a send.

The total number of emails sent.

The total number of recipients targeted for a send.

A system-controlled, read-only text string identifier for an object.

The operating system (e.g., Windows, iOS, Android) of the device used by the recipient.

Indicates whether the subscriber has opted in to receive communications.

The date and time when the subscriber opted in.

The date and time when the subscriber opted out.

The numerical position or order of a column within a Salesforce Marketing Cloud Data Extension.

The number of bounces that are not classified as hard or soft bounces.

Indicates if a message is an outbound message (e.g., from the system to a subscriber).

A unique identifier provided by a partner for an object, accessible only via SOAP API.

The URL that can be used to preview the message associated with a send.

The reason for an action, such as an unsubscribe.

The tracking identifier for a response received in relation to a previously sent mobile message.

An identifier that groups related SMS messages within a triggered send or batch.

The unique identifier for an SMS send job.

A standard numeric code indicating the delivery status of an SMS message, returned from MobileConnect API calls or `_SMSMessageTracking` data view.

The date when an email send occurred or was scheduled.

The identifier for a group of recipients targeted in an email or mobile message send.

A unique identifier for a specific send.

The unique identifier for a specific send job.

An identifier for the individual or system responsible for initiating a send job, such as an email send. This relates to aggregate send data from ET_Send or subscriber information from ET_Subscriber.

The identifier of the audience segment targeted by an email or mobile message send.

The identifier for a specific split in a send, often used in A/B testing or Journey Builder paths to track performance of different message versions.

Indicates whether the message was sent to the recipient.

The date when an email was sent.

The text of a keyword used for SMS messaging in MobileConnect, which can be configured for shared short codes.

The short code used for mobile messaging.

The number of soft bounces for an email send, indicating temporary delivery failures.

The source of the data or event.

The status of a send job or other object.

The subject line of an email.

The unique identifier for a subscriber.

A unique identifier for a subscriber.

The date and time when an event occurred.

A unique, user-defined identifier for a triggered send definition.

Identifies the triggered send definition associated with an event.

A URL associated with an email or click event.

The ID associated with a specific URL in a tracked email.

A universally unique identifier for a record or entity within Marketing Cloud.

Indicates whether the message was not delivered to the recipient.

The number of unique clicks on links within an email.

The number of unique opens for an email.

The date and time when the subscriber unsubscribed.

The total number of unsubscribes from an email send or list.

The unique identifier for a specific version of an object, such as a journey.

The version number of an object, such as a journey.

The date on which a confirmation event occurred, such as a Double Opt-In confirmation for a subscriber.

A boolean indicator specifying whether a subscription or other action has been confirmed, often in MobileConnect's opt-in processes.

The email address of the subscriber.

The date and time when the record was first inserted.

Indicates whether a specific data record or API request has been successfully processed by the Salesforce Marketing Cloud platform.

Indicates if the message or item has been sent.

Refers to Short Message Service (SMS) communications, primarily managed through the MobileConnect application.

The date and time an SMS message event occurred.

The current status of the object or record.

The date and time when the record was last updated.

A universally unique identifier for a record or entity within Marketing Cloud.