Data Views in SFMC

Data Views in Salesforce Marketing Cloud (SFMC) are system-generated, read-only data tables that store up to six months of tracking and subscriber data (sends, opens, clicks, bounces). They are accessed via SQL Query Activities in Automation Studio to segment, analyze, and report on campaign performance.

Key Data Views to Know

_Sent: Records every email sent, including JobID and SubscriberID.
_Open: Tracks when a subscriber opens an email.
_Click: Contains data on link clicks within emails.

_Bounce: Lists hard and soft bounces.

_Subscribers: Provides subscriber status (Active, Unsubscribed).

_Journey: Details Journey Builder activity.

_BusinessUnitUnsubscribes:

How to Use Data Views

Create a Data Extension to hold the query results.
Create a SQL Query Activity in Automation Studio.
Write the SQL selecting fields from the Data View (e.g., SELECT * FROM _Sent).
Run the query to populate the Data Extension

Use Cases: Ideal for building exclusion lists, tracking engagement, and calculating campaign metrics.

Retention: Data views generally only contain data for the last six months.

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