Marketo MAR Management

NOTE: We wrote this article before we changed our pricing model on February 1, 2022. If you signed up for a new Fivetran account or renewed your existing account after January 31, 2022, you have an unlimited number of free customer-triggered re-syncs per connector each month. For more information about MAR usage, see our pricing documentation.

Use Case

You want to understand how the functioning of Marketo connectors affects Monthly Active Rows (MAR).

Environment

Marketo connectors

Connector Overview

• Fivetran pulls data from both Marketo's REST API and Bulk API:

  • The REST API limit is dynamic. For more information, see Marketo's documentation.
  • The default Bulk API limit is 500 MB per day. The initial historical sync includes all your selected data, including data that is old. How long the historical sync takes depends on the amount of data you have. Initial syncs don't count towards MAR. If you have a large amount of data, purchase a higher daily extract limit to speed up the historical sync.

• The connector's sync strategy is to start with the LEAD and ACTIVITY tables, and then move to the remaining tables.

• The connector uses Priority-first sync to fetch data from the ACTIVITY_*, LEAD, and PROGRAM_MEMBERSHIP tables. For the initial sync, Fivetran fetches the past seven days' worth of data. In subsequent syncs, we continue to fetch your most recent data first. We also sync historical data until we reach the end of your activities data retention period.

  NOTE: We fetch some historical data from the LEAD table using a non-priority sync approach.

• The Marketo connector uses only the Bulk API to fetch activity data, because the Bulk API guarantees data integrity. The connector uses the REST API to fetch all other data.

• For the PROGRAM_MEMBERSHIP table, we pull program IDs from activities and then use the IDs to sync all the leads that belong to a specific program.

• To capture deleted leads, we use the Get Deleted Leads API endpoints. Marketo retains the activity of deleted leads for only 14 days. The connector fetches deleted_lead activity before all other activities. If you pause the connector for more than 14 days, we may not be able to identify the deleted leads.

Managing MAR

• Leads and Activities (LEAD and ACTIVITY_* tables) are the biggest drivers in MAR usage. Marketo allows a huge variety of activity types (for example, emails opened, specific search term, or link clicked on website) related to lead records. There are multiple potential activity types that may vary from subscription to subscription, and may have unique definitions for each. Every activity has its own unique id, leadId, and activityDate field; however, the primaryAttributeValueId and primaryAttributeValue fields will vary. For more information, see Marketo's documentation.

• Ensure to use priority-first sync during the two-week trial period. If the historical sync doesn't complete before the end of your trial period, some amount of the historical data for the LEAD table will count towards MAR consumption.

• Make sure to evaluate the data in the ACTIVITY_CHANGE_DATA_VALUE table. We have observed that this table contributes to almost 54% of all MAR consumption. You can exclude the table from your syncs. On your Connector Details page, go to the Schema tab and deselect the table.

• The PROGRAM_MEMBERSHIP table contributes towards MAR consumption. You can exclude the table from your syncs.