Which measures and dimensions each source gives you
This page is the list to check before you design a report: what each source contributes to the field picker, which measures can hold money, and where a field is declared but never filled. Read it beside Build a report from scratch, which covers the building itself. Where a field is missing rather than empty, A report is empty or shows zero separates the causes.
Before you start
Two lists exist, and they differ
The builder's field picker and Field Catalog (Unified field catalog in the sidebar) both read the same list, discovered from your own synced records. Data Models (Data models in the sidebar) draws a different, shorter one, hard-coded per tool. Where the two disagree, the builder is the one that decides what you can report on. The section Fields on Data Models that the builder does not offer names every disagreement.
Every source, and what a record is
| Source | One record is | Its count measure is named | Revenue measures offered |
|---|---|---|---|
| Marqiq Attribution | A form submission | Submissions | None. This source carries no money anywhere in MarqIQ |
| HubSpot | A contact | Contacts | Total Revenue |
| Salesforce | A record | Records | Opportunity Amount, Closed Won Revenue, Campaign Influence |
| Marketo | A lead | Leads | Revenue Attribution |
| Pipedrive | A person | Persons | None. Open Deals, Won Deals and Activities are counts, not money |
| Zoho CRM | A lead or contact | Leads & Contacts | Annual Revenue — a company attribute, not a deal value |
| Microsoft Dynamics | A record | Records | Revenue, Estimated Value |
| Pardot | A prospect | Prospects | None. Score is a number, not money |
| Mailchimp | An audience member | Members | None |
| Salesforce Marketing Cloud | A subscriber | Subscribers | None |
| Adobe Campaign | A profile | Profiles | None |
| Adobe Journey Optimizer | A profile | Profiles | None |
| Google Analytics 4 | A session or user | No count measure | None. Sync is not built — see below |
| A spreadsheet | A row of that one file | Row count | Deal Amount, offered only when one of the 300 rows sampled from that file carries an amount |
| Unified (Cross-System) | One person, merged on email address | Unified Contacts | Salesforce Pipeline, HubSpot Revenue |
Each spreadsheet you import is its own source in the picker, named after the file.
Every record-based source also offers Unique (by email), a count of distinct email addresses. On Unified (Cross-System) the same measure is named Unique People.
A measure is listed because your tool defines the field
It is listed whether or not your records hold a value in it. Check the Availability badge in Field Catalog before you design a report round a measure: Synced means the key was found in your own records, and anything else means it was not.
The attribution dimension each tool gives you
This is the field to group by when somebody asks for revenue by channel from a CRM.
| Source | Group by | Also available |
|---|---|---|
| Marqiq Attribution | First-Touch Source or Last-Touch Source | First-Touch Medium, Last-Touch Medium, First-Touch Campaign, Last-Touch Campaign, Content, Landing Page |
| HubSpot | Original Source | Latest Source, both Drill-Down 1 and 2 for each, Latest Source Timestamp, First Page Seen, Recent Conversion |
| Salesforce | Lead Source | Primary Campaign Source, Campaign, Campaign Member Status, Opportunity Stage, Opportunity Type, Record Type |
| Marketo | Lead Source | Acquisition Program, Acquisition Date, Engagement Program, Program Membership, Program Status |
| Pipedrive | No source field | Label, Owner, Organization, and the activity dates |
| Zoho CRM | Lead Source | Lead Status, Rating, Industry, Owner, Country |
| Microsoft Dynamics | Lead Source | Status, Owner, Industry |
| Pardot | Lead Source | Campaign, Grade, Status |
| Mailchimp | Signup Source | Subscription Status, Audience, Tags, Country |
| Salesforce Marketing Cloud | No source field | Subscriber Status, Email Type |
| Adobe Campaign | Origin | Blocklisted, Country |
| Adobe Journey Optimizer | ECID, which identifies rather than attributes | Country, City, Company, Email Status |
| Unified (Cross-System) | Marqiq First Touch or Marqiq Last Touch | HubSpot Original Source, HubSpot Latest Source, Salesforce Lead Source, Marketo Lead Source, GA4 First User Source, the two campaign dimensions Marqiq Campaign and Marketo Acquisition Program, and the two lifecycle dimensions HubSpot Lifecycle Stage and Salesforce Opportunity Stage |
These are the fields MarqIQ ships for each tool. Anything else your tool holds arrives as a custom field — see below.
Pipedrive and Salesforce Marketing Cloud have no shipped source dimension, so revenue by channel is not available from either of them on its own. Report on those two through Unified (Cross-System) against the MarqIQ first touch, or through the tracking script's own source fields.
Fields MarqIQ adds to a connected tool
| Field | Kind | What it holds |
|---|---|---|
| Year, Quarter, Month | Dimensions | Time buckets, described in the warning below |
| Seniority (AI) | Dimension | A seniority band worked out from the job title |
| Job Function (AI) | Dimension | A function worked out from the job title |
| Country (Normalized) | Dimension | The country, standardised |
| Industry (Normalized) | Dimension | The industry, standardised |
| Data Quality Grade | Dimension | A letter grade for the record |
| Data Quality Score | Measure | The same judgement as a number, averaged across the group |
| ICP Fit Score | Measure | How well the record matches your ideal customer, averaged across the group |
The seven intelligence fields are computed as the report is read, not stored on the record. They are offered on the eleven CRM and marketing tools, and not on Marqiq Attribution, on Google Analytics 4, on a spreadsheet source or on Unified (Cross-System). The three time dimensions are offered on every source except a spreadsheet, which gets the columns of its own file and nothing derived.
*Year*, *Quarter* and *Month* are not the same date on every source
On Marqiq Attribution they come from the time the form was submitted. On every connected tool they come from the record's last activity date, and from its created date only where no last activity date exists. A spreadsheet source is not offered them at all. So a CRM report grouped by Month tells you when records were last touched, not when they were created. To group by creation, put the tool's own created-date field in Rows — Create Date on HubSpot, Created Date on Salesforce, Created on Zoho CRM.
Custom fields, and how they are found
MarqIQ does not ask you to declare a custom field. It reads the 300 most recently synced records of that source and offers every property key it finds in them, badged CUSTOM.
- A key that appears in none of those 300 records is not offered, even where older records carry it. A field used by a handful of your oldest records is the usual case.
- A key whose non-empty sample values are more than 80% numbers becomes a measure that is added up. Anything else becomes a dimension. A key filed under Time stays a dimension even when its values are numbers.
- A numeric field whose name contains revenue, amount, value, mrr, arr, deal, price, spend or cost is filed under Revenue & Deals and formatted as currency. A numeric field named anything else is formatted as a plain number.
- The category is decided by the first of these the name matches, in this order: source, utm, referr, channel or traffic under Attribution & Source; campaign, program, conversion, offer, ad_ or adgroup under Campaign; the nine revenue words above under Revenue & Deals; lifecycle, stage, status or grade under Lifecycle & Status; owner, rep, sdr, csm or assigned under Owner; company, account, industry, domain or website under Company; date, timestamp, _at or time under Time. Anything unrecognised is filed under Custom Fields.
- The name shown is worked out from the key. A HubSpot key drops its `hs_` prefix, underscores become spaces, a word boundary is added where a lower-case letter meets a capital, and each word is capitalised.
- Custom discovery runs on the eleven CRM and marketing tools. It does not run on Marqiq Attribution, on Unified (Cross-System) or on Google Analytics 4.
Note
A spreadsheet is read the same way, from its own rows. Where the importer has already made a standard copy of a column — a deal stage, a lead source, a close date — MarqIQ keeps one field per name rather than offering the copy and the original as two fields that read alike.
What each availability badge means
| Badge | Meaning | What a report on it returns |
|---|---|---|
| Synced | The key was found in your own synced records | Real values |
| Connected | The tool is connected, and this key was not found in the records sampled | Nothing, or blank groups |
| Available | The tool is not connected in this workspace | Nothing |
The count measure and the derived Year, Quarter, Month and intelligence fields read Synced as soon as that source holds one record, because they are worked out rather than read from a property.
The chip above the catalogue table carries the same three states per source: a green tick for a source holding records, a blue plug for one connected with none, and a grey circle for one that is not connected.
Where a field is declared but never filled
| What | Why it cannot fill | What to do instead |
|---|---|---|
| Every Google Analytics 4 field — Sessions, Users, Conversions, Engagement Rate, Events, Traffic Channel, Session Source and the rest | GA4 has no sync engine in MarqIQ. Connecting registers the property and declares its fields; no session, user or event record arrives. Every GA4 field is badged Connected, never Synced | Use Marqiq Attribution. The tracking script records the source on every form fill — see Connect Google Analytics 4 for what the connection does do |
| Salesforce Closed Won Revenue and Campaign Influence | No sync writes either key onto a record, so neither can ever be badged Synced | Use Opportunity Amount, or report the won figure from the Executive Read on Data sources |
| Deal Amount on a CRM source | The contact-level amount MarqIQ stores is filled only by a spreadsheet import. No CRM sync writes it | Import your deal export as a spreadsheet source with an amount column, or use that tool's own revenue measure from the first table |
| A measure your tool defines and your records leave empty | MarqIQ lists what the tool defines, not what your data holds | Open Field Catalog, find the field and read its badge before you build |
Fields on *Data Models* that the builder does not offer
Data Models shows twelve cards. Eleven of them — every CRM and marketing tool — carry the same fixed list of seven dimensions and four measures. The twelfth, Marqiq Attribution, carries its own eight dimensions and two measures. Two of the eleven cards' measures are not in the builder at all.
| On *Data Models* | In the builder |
|---|---|
| Pipeline / Revenue | Not offered on a CRM source. It reads the contact-level deal amount, which only a spreadsheet import fills |
| Avg Deal Size | Not offered on a CRM source, for the same reason |
| Lifecycle Stage, Lead Status, Deal Stage, Company, Job Title, Owner, Source System | Each tool's own equivalent is offered under that tool's own name — Lifecycle Stage on HubSpot, Lead Status on Zoho CRM, Owner on Pipedrive. There is no Deal Stage or Source System dimension on a CRM source in the builder |
| The Relationships list — five joins, including HubSpot Companies to Salesforce Accounts on domain | Only one join is built: Unified (Cross-System) merges records on the lower-cased email address. Nothing joins on domain |
Note
Data Models also leaves three sources out of its cards altogether: Google Analytics 4, your spreadsheets and Unified (Cross-System). All three are in the builder and in Field Catalog.
How many records each source reads
| Source | Records read | Which ones |
|---|---|---|
| Marqiq Attribution | Up to 50,000 | The most recent submissions inside the date range you picked |
| A connected tool | Up to 50,000 | Read in record-id order, 5,000 at a time. Not newest first |
| Unified (Cross-System) | 20,000 submissions and 20,000 contacts | The oldest 20,000 submissions carrying an email address, and 20,000 contacts carrying one. Merged on the lower-cased email address, so the row count is below the sum of the two |
| A spreadsheet | Up to 50,000 | The rows of that one file |
Filters run after these records are loaded, so no filter reaches past a cap. The date buttons bound Marqiq Attribution only — on any other source, add a filter on a date field.
Two more things narrow a CRM source before you see it. First, a record deleted in the tool is kept but marked, and every report leaves it out — so a count here sits below a count your tool took before the deletion. Second, Focus filters, set on the Intelligence Studio hub, apply to reports as well as to the intelligence engine. A spreadsheet source is exempt from the focus filters, because a file you chose is its own population.
Values are the tool's own labels
A picklist value, an owner id and a Salesforce campaign id are all resolved to the label the tool shows its own users before a row reaches a report, and the filter picker offers those labels. A spreadsheet source is left exactly as the file has it. A filter typed against an internal value rather than picked from the list will not match.
If it did not work
A field you use every day is not in the picker
Why: Custom fields are found from the 300 most recently synced records of that source. A field only older records carry is not among them.
Fix: Run a sync from Data sources so recent records arrive, then reload the builder. Where the field is genuinely rare, add it to a handful of current records in your tool first.
A revenue column is all zeros
Why: The measure is listed because your tool defines the field, not because your records hold a value in it.
Fix: Open Field Catalog, find the field and read its Availability badge. Anything other than Synced cannot produce a figure.
A GA4 report returns nothing at all
Why: GA4 declares its fields and syncs no records. Connecting it registers the property only.
Fix: Build the report on Marqiq Attribution instead. Connect Google Analytics 4 says what the connection covers today.
Two fields in the list look like the same thing
Why: A tool often holds a native field and a custom copy of it. The custom one carries a CUSTOM badge and the native one does not.
Fix: Open Field Catalog and read the Object and Category columns beside each one — they say which record the field sits on. Then group a small report by each in turn and compare the values.
A CRM report grouped by Month puts records in the wrong month
Why: On a connected tool those buckets come from the record's last activity date, not its created date.
Fix: Group by the tool's own created-date field instead — Create Date on HubSpot, Created Date on Salesforce.
A measure on Data Models is missing from the builder
Why: Data Models draws a fixed list per tool. Pipeline / Revenue and Avg Deal Size are on that list and not in the builder.
Fix: Use the tool's own revenue measure from the first table on this page, or import a spreadsheet carrying the amounts.
Next steps
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