This list is constantly changing .... this is NOT the latest. You can always access the up to date full list using the context menus in the product. For example, in web forms:


In the Builders:



In the workflow builder actions:



TermTitleDescription
%TODAY_DATE%Today - DateToday as a date (2013-05-15)
%TODAY_DATETIME%Today - Date TimeToday as a date with time (2013-05-15 15:46:35)
%CONTACT.FIRST_NAME%First NameContact first name
%CONTACT.LAST_NAME%Last NameContact last name
%CONTACT.NAME%Contact Full NameContacts First and Last Name
%CONTACT.TWITTER_HANDLE%Twitter HandleContact twitter handle (@username)
%CONTACT.LEAD_SCORE.SCORE%Lead ScoreContact lead score value (0-100)
%CONTACT.EDIT_LINK%ActiveDEMAND Contact URLDirect link to access the contact data
%CONTACT.EMAIL.EMAIL_ADDRESS%Contact Email AddressContact email address
%CONTACT.LAST_SESSION%Last Web SessionThe last web session for this contact
%CONTACT.RELATED(<RELATION>).FIRST_NAME%First name of contact's <relation>First name of contact's <relation>
%CONTACT.RELATED(<RELATION>).LAST_NAME%Last name of contact's <relation>Last name of contact's <relation>
%CONTACT.RELATED(<RELATION>).EMAIL.EMAIL_ADDRESS%Email address of contact's <relation>Email address of contact's <relation>
%CONTACT.RELATED_FIRST_NAME%,Related Contact First NameThe related person's first name (only applies if you've queried on a related contacts attributeswon't handle twins)
%CONTACT.RELATED_LAST_NAME%,Related Contact Last NameThe related person's last name (only applies if you've queried on a related contacts attributeswon't handle twins)
%CONTACT.RELATED_DOB%,Related contact Date Of BirthThe related person's dob (only applies if you've queried on a related contacts attributeswon't handle twins)
%CONTACT.RELATED_NEXT_BIRTHDAY%,Related Contact's Next BirthdayThe related person's next birthday (only applies if you've queried on a related contacts attributeswon't handle twins)
%SUBMITTED_FORM.SUBMITTED_FROM_URL%Form Submit URLURL form was submitted from
%SUBMITTED_FORM.ACCESS_URL%Protected Asset URLURL the user was trying to access when filling out the form
%SUBMITTED_FORM.EMAIL_ADDRESS%Submitted Email AddressEmail address field from the form (if there was one)
%SUBMITTED_FORM.PHONE_NUMBER%Submitted Phone NumberPhone number field from the form (if there was one)
%SUBMITTED_FORM.COMMENTS%Submitted CommentsComment field from the form (if there was one)
%SUBMITTED_FORM.SELECTED_OPTION%Submitted Radio Button SelectionsSelected radio option(s) if there are any
%SUBMITTED_FORM.CREATED_AT%Submit TimestampTimestamp the form was submitted at
%SUBMITTED_FORM.SUBMITTED_FORM_FIELDS.ALL%All Form FieldsA list of all fields submitted in a form and the value submitted
%SUBMITTED_FORM.FIELDS_WITH_VALUES.ALL%Submitted Field-Value pairsA list of all fields submitted in a form and the value submitted where the value is present
%SUBMITTED_FORM.ORDERED_SUBMITTED_VALUES%Submitted ValuesAn ordered list of all submitted form fields
%SUBMITTED_FORM.RELATED_VISITS%Related Page VisitsPage visits related to the form submit
%CONTACT_HISTORY.COMMENTS%       
Submitted Form Comments,The comments field for this contact history item             (submitted form comments email log html body chat transcript)
%ACCOUNT.COMPANY_CONTACT_EMAIL.EMAIL_ADDRESS%Account Email AddressAccount Email Address
%ACCOUNT.BUSINESS_NAME%Account Business NameAccount Business Name (your company, not your prospect's company)
%ACCOUNT.TAGLINE%Account TaglineThis is the main tagline for the business.
%ACCOUNT.WEBSITE_TYPE(<TYPE>).URL%URL of the website with specific typeURL of the website with type <type> for this account
%ACCOUNT.SOCIAL_MEDIA_TYPE(<TYPE>).URL%Account Social Media URL <TYPE>URL of the social media site with type <TYPE>for this account. E.g. <LinkedIn>
%STATIC_SOCIAL_MEDIA_LINKS%,Social Media LinksLinks for all account's social media pagesHTML an d text
%STATIC_FACEBOOK_LINK%,Facebook URL Link for account's facebook pageHTML and text
%STATIC_TWITTER_LINK%,Twitter URLLink for account's twitter pageHTML and text
%STATIC_GOOGLE_PLUS_LINK%,Google+ URLLink for account's google plus pageHTML and text
%STATIC_LINKEDIN_LINK%,LinkedIn URLLink for account's linkedin pageHTML and text
%STATIC_PINTEREST_LINK%,Pnterest URLLink for account's pinterest pageHTML and text
%ACCOUNT.ADDRESS.ADDRESS%Account Street AddressStreet Address of the main office for the Account
%ACCOUNT.ADDRESS.CITY%Account CityCity of the main office of the Account
%ACCOUNT.ADDRESS.PROVINCE%Account province/stateAccount province/state
%ACCOUNT.ADDRESS.POSTAL_CODE%Account postal code/zip codeAccount postal code/zip code
%ACCOUNT.TOLL_FREE_NUMBER.PHONE_NUMBER%Account Toll Free Phone NumberThe business's main toll free number
%ACCOUNT.WEBSITE.URL%Account Business Website URLYour Account's Corporate Website URL
%ACCOUNT.TWITTER_URL.URL%Account Twitter URLThis is the Business Twitter account URL
%ACCOUNT.FACEBOOK_URL.URL%Account Facebook URLURL of the business Facebook page
%ACCOUNT.GOOGLE_PLUS.URL%Account Google+ URLThe business Google Plus page
%ACCOUNT.GOOGLE_DIRECTIONS_URL%Account Google Directions URLCalculated google maps url based on account address and business name
%EMAIL_BROKER_REQUEST.SUBJECT%Subject line of the email broker requestNULL
%EMAIL_BROKER_REQUEST.TEXT%Text body of the email broker requestNULL
%EMAIL_BROKER_REQUEST.HTML%HTML body of the email broker requestNULL
%EMAIL_BROKER_REQUEST.FROM%Email Broker: FromFrom email address from the email broker request
%EMAIL_BROKER_REQUEST.SENDER.NAME%Sender's full name from the email broker requestNULL
%EMAIL_BROKER_REQUEST.SENDER.FIRST_NAME%Email Broker: Sender First NameSender's first name from the email broker request
%EMAIL_BROKER_REQUEST.SENDER.LAST_NAME%Senders last name from the email broker requestNULL
%LAST_HISTORY.EMAIL_LOG.EMAIL_OPENS.ALL%Email Open TimestampsTimestamps for all email opens on the last email sent to the prospect in the workflow
%LAST_HISTORY.EMAIL_LOG.EMAIL_LINK_CLICKS.ALL%Last Email Link ClicksTimestamps and urls for all email link clicks on the last email sent to the prospect in the workflow
%CAMPAIGN.CTA(<NAME>).URL%CTA URLThe published URL for the named CTA page
%CAMPAIGN.WEBINAR.NAME%Webinar NameName of the campaign webinar
%CAMPAIGN.WEBINAR.DESCRIPTION%Webinar DescriptionDescription of the campaign webinar
%CAMPAIGN.WEBINAR.START_TIME%Webinar Start Date-TimeStart date time of the campaign webinar
%CAMPAIGN.WEBINAR.LENGTH%Webinar LengthLength in minutes of the campaign webinar
%CAMPAIGN.WEBINAR.RESULTS%Webinar ResultsResults for the campaign webinar
%BRAND.LOGO.URL%Brand Logo Image URLThe image url for the brand logo
%BRAND.EMAIL_HEADER.URL%Brand Email Header Image URLThis is the URL for the brand/theme Email Header Image
%BRAND.FAVICON.URL%Brand Favicon URLThis is the URL for the Favicon URL
%BRAND.TAGLINE%Brand TaglineThe tagline for the brand
%BRAND.FONT_FAMILY%Brand Font FamilyThe font family for the brand/theme
%BRAND.BRAND_COLOR%Brand Gradient Start ColorThe brand css color. Used on Banner/Button/headers/dressings
%BRAND.TEXT_ACCENT_COLOR%,Brand Heading Color,The brand css text accent color used for H1H2etc
%BRAND.LINK_COLOR%Brand Link ColorThe brand css link color
%BRAND.BRAND_TEXT_COLOR%Brand Text ColorBanner/Button/headers/dressing font color
%BRAND.BACKGROUND_COLOR%Background ColorThe brand css background color for the specified brand/theme
%BRAND.BRAND_ACCENT_COLOR%Brand Gradient 2 colorGradient 2 color
%STATIC_WEBINAR_JOIN_URL%Contact specific webinar join url
%CONTACT.REJECT_LINK%Lead Reject ClaimLink to reject this contact as a lead
%CONTACT.CLAIM_LINK%Lead Claim LinkLink to claim this contact as a lead
%CONTACT.LEAD_REJECTIONS.ALL%Lead Rejection ReasonsA list of all reasons for the contact to be rejected as a lead
%CONTACT_HISTORY.CREATED_AT%Contact History TimestampTimestamp for when the contact history element was entered
%CONTACT_HISTORY.WEBINAR_ATTENDEE.WEBINAR_ANSWERS.ALL%Webinar Poll AnswersWebinar poll answers for the webinar that was attended
%CONTACT_HISTORY.WEBINAR_ATTENDEE.RESULTS%Webinar Attendance ResultsGives results such as: Attended for 108 seconds
%SUBMITTED_FORM.CLEAN_SUBMITTED_FROM_URL%Form Submit URL - CleanedURL form was submitted from with campaign parameters cleaned
%SUBMITTED_FORM.CLEAN_ACCESS_URL%Protected Asset URL - cleanedURL the user was trying to access when filling out the form cleaned of campaign parameters
%SUBMITTED_FORM.CLEAN_RELATED_VISITS%Related Page Visits - cleanedPage visits related to the form submit cleaned of campaign parameters
%CONTACT.ACCOUNT.BUSINESS_NAME%Contact EmployerContact employer company name
%CONTACT2.FIRST_NAME%Second Contact First NameFirst name of the second contact in a form submit
%CONTACT2.LAST_NAME%Second Contact Last NameLast name of the second contact in a form submit
%CONTACT2.DOB%Second Contact Date of BirthDate of Birth of the second contact in a form submit
%BRAND.PHONE.PHONE_NUMBER%Brand Phone NumberThe account number associated with this brand
%SUBMITTED_FORM.COMMENTS_SHORT%Text field commentsText field comments
%CURRENT_YEAR%Current yearCurrent 4 digit year
%SUBMITTED_FORM.PAGE_NAME%Page name for this form submitThe name of the page that the form was submitted from
%CONTACT_HISTORY.HISTORY_TYPE%,History type,History type for this contact history element (form submit,             email log        link clicketc)
%CONTACT.CONTACT_DETAIL.CONTACT_SOURCE_DESCRIPTION%Contact Introduction - source descriptionContact Introduction - source description
%CONTACT.CONTACT_DETAIL.CONTACT_SOURCE_NAME%Contact Introduction - source nameContact Introduction - source name
%CONTACT.CONTACT_DETAIL.KEYWORDS%Contact Introduction - keywordsContact Introduction - keywords
%CONTACT.CONTACT_DETAIL.REFERRER%Contact Introduction - referrerContact Introduction - referrer
%CONTACT.CONTACT_DETAIL.INTRODUCED_DATE%Contact Introduction - introduction dateContact Introduction - introduction date
%CONTACT.CONTACT_DETAIL.INTRODUCTION_URL%Contact Introduction - introduction urlContact Introduction - introduction url
%STATIC_OPT_IN_LINK%,Opt In Link for a contactIf this link is clickedthe user's Opt-in status will be set to true. ActiveDEMAND displays a confirmation page for the person             clicking the link.        
%ACCOUNT.ADDRESS.FULL_PROVINCE%Account province/state full nameAccount province/state full name
%ACCOUNT.ADDRESS.COUNTRY%Account country nameAccount country name
%ACCOUNT.ADDRESS.FULL_COUNTRY%Account full country nameAccount full country name
%ACCOUNT.GOOGLE_EMBEDDED_URL%Account Google Maps embedded urlGoogle Maps embedded url for embedding map to the account address
%STATIC_VIEW_IN_BROWSER_LINK%View this email in a browser linkView this email in a browser link
%BRAND.URL%Brand specific urlBrand specific url
%CONTACT.PHONE.PHONE_NUMBER%Contact Phone NumberThe phone number associated with a prospect
%BRAND.BOXED_BACKGROUND_COLOR%Brand Boxed Background ColorBackground Color of the box in a boxed layout
%BRAND.BASE_FONT_COLOR%Brand Base Font ColorThis is the color used for the default text color
%BRAND.GRADIENT_TYPE%,Brand Gradient Type,Banner/Button Gradient: NoRegularInverted
%BRAND.LINK_HOVER_COLOR%Brand Link Hover Color
%BRAND.HEADER_FONT_FAMILY%,Brand Header Font Family,H1h2etc
%BRAND.FOOTER_BACKGROUND_COLOR%Brand Footer Background color
%BRAND.FOOTER_GRADIENT_TYPE%,Brand Footer Gradient Type,footer background gradient: noregularinverted
%BRAND.FOOTER_TEXT_COLOR%Brand Footer Text ColorFooter Text Color
%BRAND.BANNER_GRADIENT_VALUE%Brand Banner Gradient ValueGradient of the banner
%BRAND.FOOTER_GRADIENT_VALUE%Brand Footer Gradient ValueGradient of the footer
%CONTACT.CLAIMED_BY.NAME%Contact Manager NameThis is the contact manager's name
%CONTACT.CLAIMED_BY.EMAIL.EMAIL_ADDRESS%Contact Manager's Email Address
%CONTACT_HISTORY.ASSET_DOWNLOAD.CONTENT_ASSET.NAME%Protected Asset NameThis is the name given to a protected asset
%CONTACT_HISTORY.ASSET_DOWNLOAD.CONTENT_ASSET.ASSET_FILE_NAME%Protected Asset FilenameThis is the name of the file that is being protected
%REPORT_START_MONTH%,Report Start MonthFor reportsthis is the starting month of the report date range
%REPORT_END_MONTH%Report End MonthThis is the reports end month of the date range
%REPORT_START_DATE%Report Start DateThis is the reports start date
%REPORT_END_DATE%Report End DateThis is the reports end date
%TODAY_DATE%Today's dateThis is today as a date
%ACCOUNT.PRIMARY_SALES_CONTACT.NAME%Account primary sales contact full nameThis is the account's primary sales contact full name
%ACCOUNT.CONTACT_LISTS(<LIST ID>).CONTACTS_COUNT%Contact List Total Contact CountThis is the total count of contacts in a given list
%STATIC_SOCIAL_MEDIA_GREY_LINKS%Grey Social Media IconsGrey Social Media Icons
%ACCOUNT.PAGE_URL%Page Domain URLThis is the landing page domain name URL (e.g. www2.mydomain.com)
%CONTACT_HISTORY.SOURCE%Contact History SourceThe utm_source for a referring URL for the current conversion
%CONTACT_HISTORY.MEDIUM%Contact History MediumThe UTM_Medium for a referring URL for the current contact history
%STATIC_CALL_RECORDING_BUTTON%Listen to Call RecordingListen to the recording of the current call if available
%CONTACT.NAMED_DATES(<NAME>).DATE%Special Date for a contact with the name providedSpecial Date for a contact with the name provided
%CONTACT_HISTORY.IP_ORGANIZATION.TIMEZONE%GEOIP Timezone of the current contact history itemGEOIP Timezone of the current contact history item
%CONTACT.ADDRESS.ADDRESS%Contact Street AddressContact Street Address
%CONTACT.ADDRESS.CITY%Contact CityContact City
%CONTACT.ADDRESS.PROVINCE%Contact province/state codeContact province/state code
%CONTACT.ADDRESS.POSTAL_CODE%Contact postal code/zip codeContact postal code/zip code
%CONTACT.ADDRESS.FULL_PROVINCE%Contact province/state full nameContact province/state full name
%CONTACT.ADDRESS.COUNTRY%Contact country codeContact country code
%CONTACT.ADDRESS.FULL_COUNTRY%Contact full country nameContact full country name
%SUBMITTED_FORM.SUBMITTED_FIELDS(<FORM_FIELD_NAME>)%The value of the named form fieldThe value of the named form field
%SUBMITTED_FORM.SUBMITTED_FIELDS_INLINE(<FORM_FIELD_NAME>)%The value of the named form field displayed inlineThe value of the named form field displayed inline
%CONTACT.CONTACT_DETAIL.FIRST_VISIT_SOURCE%Contact first visit sourceContact first visit source
%CONTACT.CONTACT_DETAIL.FIRST_VISIT_MEDIUM%Contact first visit mediumContact first visit medium
%CONTACT.CONTACT_DETAIL.SOURCE%First conversion sourceFirst conversion source
%CONTACT.CONTACT_DETAIL.MEDIUM%First conversion mediumFirst conversion medium
%CURRENT_MONTH%Current MonthThe month when this is executed
%CONTACT.CUSTOM_FIELDS(<FIELD_NAME>).FORMATTED_VALUE%Contact Custom Field ValueContact Custom Field Value
%CONTACT.ACCOUNT.CUSTOM_FIELDS(<FIELD_NAME>).FORMATTED_VALUE%Account Custom Field ValueAccount Custom Field Value
%CONTACT_HISTORY.CALL_CATEGORIES%CallForensics Call CategoriesThis is used in Lead Distribution. This will list all of the categories that were represented in the call.        
%CONTACT_HISTORY.CALL_KEYWORDS%CallForensics Call Keyword ListThis is a list of all of the keywords that appear in a call and the number of times the keyword appears