Understanding Lytics / Integrations


Marketo develops marketing automation software that provides inbound marketing, social marketing, CRM, and other related services.

Connecting Marketo to Lytics allows you to bring the robust lead information (including both profile and activity information) from Marketo into Lytics.

Use Marketo to give high-value prospects a more targeted experience, follow up on unresponsive leads with a Facebook ad, or make your media spend more efficient by removing leads that you already have from lead generation activities.

This article covers:

Before You Begin

You will need to be an administrator of your Marketo account. Follow Marketo's Quick Start Guide for Marketo REST API.


  1. Navigate to the Marketo app in the Integrations section of Lytics. marketo

  2. Navigate to the Authorizations section. Authorizations section

  3. Click the New authorization button. New authorization

  4. Create a new API user in Marketo, if you have not already done so Marketo REST authorization

    1. Take note of the Client ID and Client Secret. You'll need to configure these in Lytics.
    2. You will need the portion of Marketo's Endpoint after "://" and before "/rest" for the REST URL.
  5. Authorize Marketo by configuring your API key, secret and REST url. Screen Shot 2018-11-29 at 07.26.20

Importing data to Lytics

FrequencyOne-time only or Daily at specified time
Streamsmo_user and mo_activity
User fieldsid, address, annualRevenue, anonymousIP, billingCity, billingCountry, billingPostalCode, billingState, billingStreet, city, company, country, dateOfBirth, department, doNotCall, doNotCallReason, email, fax, firstName, industry, inferredCompany, inferredCountry, lastName, leadRole, leadScore, leadSource, leadStatus, mainPhone, facebookDisplayName, facebookId, facebookPhotoURL, facebookProfileURL, facebookReach, facebookReferredEnrollments, facebookReferredVisits, gender, lastReferredEnrollment, lastReferredVisit, linkedInDisplayName, linkedInId, linkedInPhotoURL, linkedInProfileURL, linkedInReach, linkedInReferredEnrollments, linkedInReferredVisits, syndicationId, totalReferredEnrollments, totalReferredVisits, twitterDisplayName, twitterId, twitterPhotoURL, twitterProfileURL, twitterReach, twitterReferredEnrollments, twitterReferredVisits, middleName, mobilePhone, numberOfEmployees, phone, postalCode, rating, salutation, sicCode, site, state, title, unsubscribed, unsubscribedReason, website, createdAt, updatedAt, emailInvalid, emailInvalidCause, inferredCity, inferredMetropolitanArea, inferredPhoneAreaCode, inferredPostalCode, inferredStateRegion, isAnonymous, priority, relativeScore, urgency
Provider fieldsgroups, lists, user ID, more custom fields
User activityactivityDate, activityTypeId, attributes, campaignId, leadId, marketoGUID, primaryAttributeValueId
  1. Authorize Lytics with Marketo, if you have not previously done so.
  2. Select Import Leads and Activities from the list of workflows available.
  3. Click Show Advanced Options for additional options over how Lytics imports your data. marketo import config

    • Keep updated: Import will run continuously, checked by default.
    • Import Email Activity: Import activity related to email campaigns, like clicks, opens, unsubscribes. Disabled by default.
    • Import Web Activity: Import web activity, like: visits, clicks, form submission. Disabled by default.
    • Partition IDs to Import: Import leads from specific partition ID(s). By default all partitions will be imported.
    • Maximum Number of Calls: Marketo has different plans based on API calls. It's a good idea to set it below your maximum if the account is used by other services. For more information see Marketo Integration Best Practices.
    • Import Fields with Prefix: If your data fields have structured names, it's possible to import lead data from only those fields. The dafault Marketo fields will also be imported.
  4. Click Start Import to begin importing your Marketo data.

Once the initial import from Marketo completes, Lytics will connect to Marketo every day to import new information about any lead.


File size

We use the Marketo Bulk API, which allow us to import activity and leads via big CSV files. However, Marketo restricts the amount of data we can import daily. The limit is based on the file size created during an import, and its default value is 500MB per day.

For example, to import leads and activities from a Marketo account a file of 700MB was generated and imported by Lytics, this import can run again only 24 hours later, since the daily file size limit was reached.

If daily updates are critical for your use-cases, spikes in activity volume may affect how fast we import data. In such scenarios you can increase the daily limits for your Marketo account.

Filter field

When data is imported from Marketo it is queried with one of the fields: createdAt or updatedAt. If updatedAt is used, each time the import runs it will receive leads based on the time they were updated. If, however, createdAt is the only filter field available only new leads will be received and leads with updated fields will be ignored. This means that if any updates made to existing leads will not be reflected in Lytics. Importing based on updateAt is preferred so that any new changes are received, however updatedAt is not available as a filtering fields for all Marketo accounts. See Marketo's documentation regarding Bulk Lead Extract Filters and contact their support to discuss gaining access to the updateAt filter.