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Setting up Marketo Lead Activity Data Stream with Adobe I/O Events

These instructions describe how to set up and get started using Adobe I/O Events for Marketo lead-based activities and change events.

Introduction

The Lead Activity Data Stream provides near real-time streaming of audit tracking Lead Activities where large volumes of Lead Activities can be sent to a customer’s external system. Streams enable customers to effectively audit Lead-related events, usage patterns, provide views into Lead changes and trigger processes and workflows based upon the different types of Lead Events.

Setup Lead Activity Data Stream in Marketo

Data Streams are available to those that have purchased a Marketo Engage Performance Tier Package. Once a Performance Tier agreement is in place, work with your TAM and Customer Engineering team to enable this Data Stream for your subscription.

We typically just need to know the MunchkinId for the subscription, and the associated Adobe OrgId, which enables access to the Adobe IO Developer Console.

For the Lead Activity Data Stream, we will also need to know the specific types of events that you would like to subscribe to, which can be found in the Event List below.

Setup Adobe I/O

See Getting Started with Adobe I/O Events

For basic instructions for this use case, starting from console.adobe.io:

When prompted, click the designated button to proceed

  • Select Create new project

    Create new project

  • Select Add event

    Add event

  • Filter by Experience Cloud

  • Select Marketo Lead Activity Data Stream

    Provider selection

  • Subscribe to the lead-driven change events of your choosing

    Event selection

  • Set up OAuth Server-to-Server Credentials

    Set up credentials

  • Set up Event Registration

    Complete registration

    • Provide a name and description for this event subscription
    • Optionally choose whether to enable Webhook or Runtime action
      • Enable Webhook
        • We recommend batch over single webhooks
        • For Webhook URL a public https endpoint must be provided
        • The endpoint must be able to handle get and post requests
        • The get request must respond with the challenge query if it exists
        • The post request must respond that it received the message or the webhook will re-attempt to send several times before giving up and automatically disabling the webhook sends
      • Enable Runtime action

  • After Saving

    Verify setup

    • Verify that the Status is Active
    • If Webhook was selected, verify that it successfully passed the challenge without errors

Developer Guidelines

When setting up a project to subscribe to events, there are three ways to interact with those event subscriptions in order to receive the events. The first is Journaling, which provides a pull model in which events can be pulled via API and stores up to 7 days of past events. The second is Webhooks, which can be configured to send events either as single events or batched to a webhook endpoint in near real-time with the event occurrence. Third is Runtime, where you can set up your own custom function within Adobe that events will automatically run through near-real time.

Journaling

Getting Started with Journaling

Important Takeaways:

  • Stores up to 7 days of history
  • Can be iterated through from any previous event within the history
  • Will still receive and store events even if webhook is failing
  • Useful for fetching events that were missed due to webhook issues or for a pulling mechanism instead of webhook push

Webhooks

Getting Started with Adobe I/O Events Webhooks

Webhook Endpoint Requirements:

  • Handle GET and POST requests
  • Respond with a 200-type response within a reasonable time period
  • Challenge Request
    • GET request with challenge query parameter
    • Must respond with value of challenge query parameter
  • Webhook Events
    • POST request with JSON data body with one or more events
    • Recommended to set up webhook as batch

Event Data Structure

Events are structured in JSON format using the CloudEvents spec

Example Event (batch)

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[
  {
    "event_id": "ec2c6092-1e94-45e9-b2dd-0b6bad0baa6f",
    "specversion": "1.0",
    "type": "com.adobe.platform.marketo.activity.standard.openemail",
    "source": "urn:marketo_activity_stream",
    "id": "a1764870-4f4b-4f8c-82d6-59b0fff2d39c",
    "time": "2024-12-17T18:39:33Z",
    "datacontenttype": "application/json",
    "data": {
      "munchkinId": "123-ABC-456",
      "leadId": "1234",
      "activityDate": "2024-12-17T18:39:33Z",
      "activityTypeId": 10,
      "activityType": "Open Email",
      "activityLogItemId": 1234567890,
      "primaryAttributeValueId": 1234,
      "primaryAttributeValue": "Attribute Value",
      "attributes": [
        {
          "name": "Campaign Run ID",
          "dataType": "integer",
          "value": 1234
        },
        {
          "name": "Platform",
          "dataType": "string",
          "value": "Platform Name"
        },
        {
          "name": "Device",
          "dataType": "string",
          "value": "Device Name"
        },
        {
          "name": "Mailing ID",
          "dataType": "object",
          "value": 1234
        },
        {
          "name": "User Agent",
          "dataType": "string",
          "value": "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36"
        },
        {
          "name": "Is Mobile Device",
          "dataType": "boolean",
          "value": false
        }
      ]
    },
    "recipient_client_id": "<your_client_id>"
  },
  {
    "event_id": "97980214-3c8f-4964-88a3-75b42833a1f9",
    "specversion": "1.0",
    "type": "com.adobe.platform.marketo.activity.standard.visitwebpage",
    "source": "urn:marketo_activity_stream",
    "id": "a434d7ee-fe91-4b96-aaf2-61f1c6f4c46e",
    "time": "2024-12-17T18:42:49Z",
    "datacontenttype": "application/json",
    "data": {
      "munchkinId": "123-ABC-456",
      "leadId": "1234",
      "activityDate": "2024-12-17T18:42:49Z",
      "activityTypeId": 1,
      "activityType": "Visit Webpage",
      "activityLogItemId": 1234567890,
      "primaryAttributeValueId": 1234,
      "primaryAttributeValue": "Attribute Value",
      "attributes": [
        {
          "name": "Client IP Address",
          "dataType": "string",
          "value": "11.22.33.44"
        },
        {
          "name": "Query Parameters",
          "dataType": "string",
          "value": ""
        },
        {
          "name": "Referrer URL",
          "dataType": "string",
          "value": ""
        },
        {
          "name": "User Agent",
          "dataType": "string",
          "value": "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36"
        },
        {
          "name": "Webpage ID",
          "dataType": "object",
          "value": 1234
        },
        {
          "name": "Webpage URL",
          "dataType": "string",
          "value": "/lp/123-ABC-456/MyLandingPage.html"
        }
      ]
    },
    "recipient_client_id": "<your_client_id>"
  }
]

Example Event (single)

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{
  "event_id": "4109a990-da28-4c5b-bad9-22df8903ed9a",
  "specversion": "1.0",
  "type": "com.adobe.platform.marketo.activity.standard.clicklink",
  "source": "urn:marketo_activity_stream",
  "id": "570b455e-203f-4983-91a8-5a03f597fda5",
  "time": "2024-12-17T18:43:56Z",
  "datacontenttype": "application/json",
  "data": {
    "munchkinId": "123-ABC-456",
    "leadId": "1234",
    "activityDate": "2024-12-17T18:43:56Z",
    "activityTypeId": 3,
    "activityType": "Click Link",
    "activityLogItemId": 1234567890,
    "primaryAttributeValueId": 1234,
    "primaryAttributeValue": "Attribute Value",
    "attributes": [
      {
        "name": "Link ID",
        "dataType": "object",
        "value": 1234
      },
      {
        "name": "Client IP Address",
        "dataType": "string",
        "value": "11.22.33.44"
      },
      {
        "name": "Query Parameters",
        "dataType": "string",
        "value": ""
      },
      {
        "name": "Referrer URL",
        "dataType": "string",
        "value": "https://marketo.com/lp/123-ABC-456/MyLandingPage.html"
      },
      {
        "name": "User Agent",
        "dataType": "string",
        "value": "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36"
      },
      {
        "name": "Webpage ID",
        "dataType": "object",
        "value": 1234
      }
    ]
  },
  "recipient_client_id": "<your_client_id>"
}

Data Field Definitions

Many of the fields are common across the different types of events. The data object will contain the specific details of the event. In particular, the attributes array will contain a subset of all possible attributes (or none at all!) depending on the event type, and the event context.

FieldType
Description
event_id
String
Unique UUID generated per event
specversion
String
CloudEvents version specification being used
type
String
Type of event used for event subscription routing
source
String
Context in which an event happened
id
String
Unique UUID generated per event
time
String (DateTime)
Timestamp of the completion of the action
datacontenttype
String
Content type of the data object
data
Object
Event data object (see below)
recipient_client_id
String
The ID of the client that is receiving the event

The type field will always be the Event Type name, all lowercase with spaces removed, appended to the string "com.adobe.platform.marketo.activity.standard". For example, for the "Open Email" Event Type, the type string will be "com.adobe.platform.marketo.activity.standard.openemail".

All customer-defined activity types will be delivered with an identical event type "com.adobe.platform.marketo.activity.custom", with no suffix.

The data field contains the following data:

FieldTypeDescription
munchkinId
String
The Munchkin ID of the Marketo instance
leadId
String (Number)
The ID of the lead that the event is related to
lead
Object
(optional) The lead object that the event related to
    lead.id
Number
The ID of the lead
    lead.firstName
String
The first name of the lead
    lead.lastName
String
The last name of the lead
    lead.email
String
The email address of the lead
    lead.leadScore
Number
The lead score of the lead
    lead.country
String
The country of the lead
activityDate
String (DateTime)
The timestamp of the event
activityTypeId
Number
The ID of the activity type
activityType
String
The name of the activity type
activityLogItemId
Number
The ID of the activity log item
primaryAttributeValueId
Number
The ID of the primary modified attribute
primaryAttributeValue
String
The value of the primary modified attribute
programId
Number
(optional) The ID of the program the lead is associated with
programName
String
(optional) The name of the program the lead is associated with
campaignId
Number
(optional) The ID of the campaign the lead is associated with
campaignName
String
(optional) The name of the campaign the lead is associated with
attributes
Array (Attribute)
An array of attribute objects (see below)

And finally, all Attribute objects in the attributes array will contain the following fields:

FieldTypeDescription
name
String
The name of the attribute
dataType
String
The data type of the attribute
value
Any
The value of the attribute

Event List

These are all of the currently supported Lead Activity Event Types in alphabetical order. If you have a "firehose" endpoint configured that is subscribed to more than one event type, you can identify the type of event in three different ways.

Here are examples using the "Open Email" event type:

  1. Text match on the activityType field under the data object
    (e.g. payload.data.activityType = "Open Email")
  2. Number match on the actitityTypeId field under the data object
    (e.g. payload.data.activityTypeId = 10)
  3. Text match on the type field with the concatenated, lower-cased Event Type
    (e.g. payload.type = "com.adobe.platform.marketo.activity.standard.openemail")

Note - This is a snapshot listing of most available events. There may be some events that don't show up or no longer exist.

Event TypeEvent IDAttributes
Custom
10000+
Achieve Goal In Referral
403
Social Network, Social App Type ID, Webpage ID
Add To List
24
List ID, Campaign
Add To Nurture
113
Program ID, Track ID, Track Name
Call Webhook
110
Error Type
Change Data Value
13
Reason, Attribute Name, New Value, Old Value, Source, Campaign, Channel
Change Lead Partition
100
New Partition ID, Old Partition ID, Reason
Change Nurture Cadence
115
New Nurture Cadence, Program ID
Change Nurture Track
114
Previous Track ID, New Track ID, Track Name, Program ID, Previous Track Name
Change Revenue Stage
101
Reason, Old Stage ID, Model ID, New Stage ID
Change Score
22
Reason, Change Value, New Value, Old Value, Score Name
Change Segment
108
New Segment ID, Segmentation ID
Change Status In Progression
104
Acquired By, Old Status, New Status ID, Success, New Status, Program ID, Old Status ID
Click Email
11
Campaign Run ID, Mailing ID, Link
Click Link
3
Link ID, Client IP Address, Query Parameters, Referrer URL, User Agent, Webpage ID
Click Predictive Content
133
Asset ID, Type
Click RTP Call to Action
132
Asset ID
Click Sales Email
41
Sent by, Artifact ID, Template ID, Link
Click Shared Link
405
Social Network, Social App Type ID, Sharer ID, Webpage ID
Delete Lead
37
Disqualify Sweepstakes
408
Disqualified Reason, Social Network, Webpage ID
Earn Entry In Social App
409
Social Network, Social App Type ID, Webpage ID
Email Bounced
8
Subcategory, Category, Email, Mailing ID, Details
Email Bounced Soft
27
Campaign Run ID, Subcategory, Category, Email, Mailing ID, Details
Email Delivered
7
Choice Number, Campaign Run ID, Mailing ID
Enter Sweepstakes
407
Social Network, Webpage ID
Fill Out Facebook Lead Ads Form
131
Lead Ad Form ID
Fill Out Form
2
Client ID Address, Query Parameters, Referrer URL, User Agent, Webpage ID, Form Fields
Interesting Moment
46
Source, Date, Type
Merge Leads
32
Merge IDs, Merge Fields
New Lead
12
Created Date, Source Type
Open Email
10
Campaign Run ID, Platform, Device, Mailing ID, User Agent, Is Mobile Device
Open Sales Email
40
Sent by, Artifact ID, Template ID
Push Lead to Marketo
145
Reason, Source
Receive Forward to Friend Email
112
Mailing ID, LeadID
Receive Sales Email
45
Artifact ID, Received by
Refer to Social App
410
Social Network, Social App Type ID, Webpage ID, Referred Type
Remove from List
25
List ID, Campaign, Channel
Request Campaign
47
Campaign ID, Source
Sales Email Bounced
48
Send Alert
38
Send To Owner, Send To List, Mailing ID
Send Email
6
Campaign Run ID, Step ID, Mailing ID
Send Sales Email
39
Sent by, Artifact ID
Send Forward to Friend Email
111
Mailing ID, Lead ID
Share Content
400
Share Message, Social Network, Social App Type ID, Webpage ID
Sign Up for Referral Offer
402
Social Network, Social App Type ID, Webpage ID
Sync Lead to Microsoft
300
Assign To, Sync As
Unsubscribe Email
9
Campaign Run ID, Client ID Address, Mailing ID, Query Parameters, Referrer URL, User Agent, Webpage ID, Webform ID, Form Fields
Visit Webpage
1
Client IP Address, Query Parameters, Referrer URL, User Agent, Webpage ID, Webpage URL
Vote in Poll
401
Vote Choice, Social Network, Webpage ID
Win Sweepstakes
406
Drawing Date, Social Network, Webpage ID

Debug

Debug Tracing

Once you have successfully completed your setup and event subscription registration, events should start being stored in the journal. In addition, if you have webhooks or runtime set up, the events will go through those flows. From the project's page in the event registration details, you should see a tab for Debug Tracing. For webhooks, this will show a record of failed and successful challenge attempts as well as webhook attempts. Each request includes the request/response details to help debug.

There is also an Event Browser tab which lets you manually look at events in the Journal from the Developer Console UI

Torgie Madison
Last updated 1/16/2025
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