Working with Marketing Cloud Data View: A Comprehensive Guide

Last Modified: December 29th, 2022


Marketing Cloud Data Views, in simple terms, are the built-in Backend Data Extensions. It is generally used to fetch information about your subscribers and use that information for future analysis. Although you cannot change Marketing Cloud Data Views, you can still leverage their data in SQL Queries for reports. One of the best Marketing Cloud Data Views providers is Salesforce Marketing Cloud.

Do you use Salesforce Marketing Cloud for your Marketing Analytics? Do you want to work with Salesforce Marketing Cloud Data View? If yes, then you are at the right place. In this article, you will learn about Salesforce Marketing Cloud, its features, and its product. You will also go through Salesforce Marketing Cloud Data Views in detail.

Table of Contents

Introduction to Salesforce Marketing Cloud

Salesforce Marketing Cloud

Salesforce is the most popular and trusted CRM (Customer Relationship Management) platform. As you know, the cloud is playing a vital role for any business, so here you can use Salesforce on a cloud with minimal subscription fees.

Salesforce marketing cloud is the digital automation marketing platform that provides marketing analytics software and services. Salesforce marketing assists digital marketers to target the exact potential buyer or audience.

The Salesforce marketing cloud allows digital marketers to create and manage the marketing campaign with customers.

Key Features of Salesforce Marketing Cloud

Some key features of Salesforce Marketing Cloud are as follows:

  • Create and manage bi-directional communication with existing and upcoming potential customers.
  • It allows you to collect and analyze the known and unknown customers’ profiles.
  • You can measure, report, and analyze the performance of your product in the market, based on it – you can make a future market strategy.

Products by Salesforce Marketing Cloud

Salesforce marketing cloud enables you to connect and personalize for every customer to increase the sale. For this Salesforce Marketing Cloud provides various products, as shown in the diagram:

Marketing Cloud Data View: Products by Salesforce Marketing Cloud

Hevo Data: Integrate and Analyse your Data Seamlessly

Hevo is a No-code Data Pipeline. It supports pre-built data integrations from 100+ data sources, including Marketing Cloud among other 30+ Free sources. Hevo offers a fully managed solution for your data migration process. It will automate your data flow in minutes without writing any line of code. Its fault-tolerant architecture makes sure that your data is secure and consistent. Hevo provides you with a truly efficient and fully automated solution to manage data in real-time and always have analysis-ready data at your destination.


Let’s look at some salient features of Hevo:

  • Fully Managed: It requires no management and maintenance as Hevo is a fully automated platform.
  • Data Transformation: It provides a simple interface to perfect, modify, and enrich the data you want to transfer. 
  • Real-Time: Hevo offers real-time data migration. So, your data is always ready for analysis.
  • Schema Management: Hevo can automatically detect the schema of the incoming data and map it to the destination schema.
  • Live Monitoring: Advanced monitoring gives you a one-stop view to watch all the activities that occur within pipelines.
  • Live Support: Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.

Simplify your Data Analysis with Hevo today!


Introduction to Marketing Cloud Data Views

Marketing Cloud Data views are the compelling functionality of Salesforce Marketing Cloud. It stores the subscriber information and the tracking information of the last six months. You can write a query to get the result of this stored information.

Marketing Cloud Data Views provides the data and metrics that help you to perform impactful analytics for market strategy. You can identify how this data is related, what is their relationship and gain maximum insight from your marketing cloud data.

Data views documentation has all the required information of tables, views, columns of tables, and data types of the tables. The below snapshot has the details of important tables and their columns.

Marketing Cloud Data View: Details of Tables and columns

Types of Marketing Cloud Data Views

Data views list is very large, some are enlisted below:

1) Bounce

You can query _bounce data to view the bounce data for an email in the Salesforce Marketing Cloud in the automation studio.

2) Journey

Contains details regarding the journey builder, such as journey status when it was created, modified, version, and its number.

3) Click

To view the click data from email.

4) Coupon

You can see coupon data by querying _Coupon data view in automation view.

5) Job

To find data of email send jobs.

6) Unsubscribe

To find the unsubscribers from the email list in the Salesforce Marketing Cloud platform.

7) Subscribers

Find the subscriber’s account and their status.

8) PublicationSubscriber

To find the details about the publication list.

Here is the full list of data views.

Steps to Set Up Marketing Cloud Data Views

As you know data views contain subscribers, and their journey details of the last 6 months, so you can not view this data directly in the data view. To view this data, you need to extract data using SQL Query.

The step by step process is as follows:

Marketing Cloud Data View: Set up MArketing Cloud Data View

Step 1: Prepare Data Extension

A container is required for click data, and for that, you need to create a data extension. Below are the steps to create a data extension.

Marketing Cloud Data View: Data Extension

Below are the generated columns same as Salesforce marketing cloud documentation.

Marketing Cloud Data View: Generated columns

Step 2: Query Marketing Cloud Data View through Automation Studio

Now you can fill the just created data view using SQL query as below:

Marketing Cloud Data View: Automation Studio
Marketing Cloud Data View: Schedule

Automation mainly as – SQL Query and Schedule. Schedule basically defines the time frame in which this query is supposed to run in automation.


Data views provide an advanced feature in the Salesforce Marketing Cloud for analysis. As you can see, you can not view Salesforce Marketing Cloud Data Views data in the user interface, you need to use SQL query. So, SQL query knowledge is a must while working with data views. But, if you want to integrate your marketing data for in-depth analysis of ads and marketing campaigns, then try Hevo.


Hevo is a No-code Data Pipeline. It supports pre-built integration from 100+ data sources including 30+ Free sources like Salesforce Marketing Cloud. Hevo will completely automate your data flow from your source to destination and provide a simplified analysis of it.

Want to take Hevo for a spin?

SIGN UP and experience the feature-rich Hevo suite first hand. You can also have a look at the unbeatable pricing that will help you choose the right plan for your business needs.

Share your experience of using Salesforce Marketing Cloud Data View in the comment section below.

Lahu Bhawar
Freelance Technical Content Writer, Hevo Data

Lahudas focuses on solving data practitioners' problems through content tailored to the data industry by using his problem-solving ability and passion for learning about data science.

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