Scalable way to report on MQLs by Converting Campaign across multiple event programs? | Community
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johnmaguire
Level 2
July 22, 2026
Question

Scalable way to report on MQLs by Converting Campaign across multiple event programs?

  • July 22, 2026
  • 3 replies
  • 41 views

Hi all,

I’m trying to create a Marketo report showing where MQLs generated and handed over from our FY26 events sit in the funnel today.

The requirement is for each regional marketer to select the event programs from their region and report on the current lifecycle status of the MQLs generated by those events.

Program Membership would make selecting multiple events straightforward, but we specifically want to focus on leads whose MQL conversion was attributed to the event—not everyone who was a member of the program.

I’ve therefore used Converting Campaign as the filter. However, Marketo doesn’t appear to support selecting multiple values within a single Converting Campaign filter, so I’ve had to add each event campaign individually. There are already 29 for EMEA, and this won’t scale well once we include NAM and other regions.

Has anyone found a cleaner way to:

  • Group or dynamically filter multiple Converting Campaigns
  • Allow regional marketers to select their relevant event campaigns
  • Report on the current lifecycle stage of the MQLs attributed to those events
  • Avoid manually maintaining a separate Converting Campaign filter for every event

Would this require a custom field or classification populated at the point of MQL conversion, or is there a more scalable native Marketo approach I’m missing?

Thanks!

    3 replies

    PeeyushSachdeva
    PeeyushSachdeva
    Level 4
    August 4, 2026

    Hi ​@johnmaguire,

     

    One approach that's worked well is to stamp attribution fields on the person record at the point of MQL conversion, rather than relying on the Converting Campaign filter for reporting.

    At the program level, populate person fields such as:

    • Region (EMEA, NAM, APAC)

    • Type (Event, Webinar, Inbound, etc.)

    • Converting Program (Program Name)

    • Event Owner (regional marketer or program owner)

    Then, in the central MQL conversion campaign, where the lifecycle stage changes to MQL, simply pass those values into dedicated MQL attribution fields. Since the event program has already populated them before the lead reaches the MQL flow, there's no complex logic required at the conversion stage.

    • MQL Source Region: {{Lead.Region}}

    • MQL Source Type: {{Lead.Type}}

    • MQL Converting Program: {{Lead.Converting Program}}

    • Event Owner: {{Lead. Event Owner}}

    With this approach, your regional marketers can simply filter reports by MQL Source Region or Event Owner, and you no longer have to add every individual event campaign to the report as new programs are created.

    I'd also recommend passing these attribution fields across there as well. It makes reporting much easier for Sales and RevOps and gives you consistent MQL attribution for pipeline and revenue reporting without having to reference Marketo-specific fields.

     

      EllenSchwier
      User Group Leader
      EllenSchwierUser Group Leader
      User Group Leader
      August 7, 2026

      This might also be something you can solve with a People Performance Report. You can use the combination of grouping people by your “Converting Campaign” field, include custom columns for the current Lifecycle statuses, and even include the pipeline associated with these people. 

      I have done something similar to track results from BDR campaigns. My settings are:

      And then I have a Smart List that includes the naming convention for the type of programs I want to track:

       

      I think you are less interested in the Acquisition Program and more interested in the Converting Campaign field, but you should be able to do the same set-up. 

       

        J
        johnmaguireAuthor
        Level 2
        August 7, 2026

        Thanks ​@PeeyushSachdeva ​@EllenSchwier - great input!

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