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:






Term Title Description



%TODAY_DATE% Today - Date Today as a date (2013-05-15)
%TODAY_DATETIME% Today - Date Time Today as a date with time (2013-05-15 15:46:35)
%CONTACT.FIRST_NAME% First Name Contact first name
%CONTACT.LAST_NAME% Last Name Contact last name
%CONTACT.NAME% Contact Full Name Contacts First and Last Name
%CONTACT.TWITTER_HANDLE% Twitter Handle Contact twitter handle (@username)
%CONTACT.LEAD_SCORE.SCORE% Lead Score Contact lead score value (0-100)
%CONTACT.EDIT_LINK% ActiveDEMAND Contact URL Direct link to access the contact data
%CONTACT.EMAIL.EMAIL_ADDRESS% Contact Email Address Contact email address
%CONTACT.LAST_SESSION% Last Web Session The 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 Name The related person's first name (only applies if you've queried on a related contacts attributes won't handle twins)
%CONTACT.RELATED_LAST_NAME%,Related Contact Last Name The related person's last name (only applies if you've queried on a related contacts attributes won't handle twins)
%CONTACT.RELATED_DOB%,Related contact Date Of Birth The related person's dob (only applies if you've queried on a related contacts attributes won't handle twins)
%CONTACT.RELATED_NEXT_BIRTHDAY%,Related Contact's Next Birthday The related person's next birthday (only applies if you've queried on a related contacts attributes won't handle twins)
%SUBMITTED_FORM.SUBMITTED_FROM_URL% Form Submit URL URL form was submitted from
%SUBMITTED_FORM.ACCESS_URL% Protected Asset URL URL the user was trying to access when filling out the form
%SUBMITTED_FORM.EMAIL_ADDRESS% Submitted Email Address Email address field from the form (if there was one)
%SUBMITTED_FORM.PHONE_NUMBER% Submitted Phone Number Phone number field from the form (if there was one)
%SUBMITTED_FORM.COMMENTS% Submitted Comments Comment field from the form (if there was one)
%SUBMITTED_FORM.SELECTED_OPTION% Submitted Radio Button Selections Selected radio option(s) if there are any
%SUBMITTED_FORM.CREATED_AT% Submit Timestamp Timestamp the form was submitted at
%SUBMITTED_FORM.SUBMITTED_FORM_FIELDS.ALL% All Form Fields A list of all fields submitted in a form and the value submitted
%SUBMITTED_FORM.FIELDS_WITH_VALUES.ALL% Submitted Field-Value pairs A list of all fields submitted in a form and the value submitted where the value is present
%SUBMITTED_FORM.ORDERED_SUBMITTED_VALUES% Submitted Values An ordered list of all submitted form fields
%SUBMITTED_FORM.RELATED_VISITS% Related Page Visits Page 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 Address Account Email Address
%ACCOUNT.BUSINESS_NAME% Account Business Name Account Business Name (your company, not your prospect's company)
%ACCOUNT.TAGLINE% Account Tagline This is the main tagline for the business.
%ACCOUNT.WEBSITE_TYPE(<TYPE>).URL% URL of the website with specific type URL 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 Links Links for all account's social media pages HTML an d text
%STATIC_FACEBOOK_LINK%, Facebook URL Link for account's facebook page HTML and text
%STATIC_TWITTER_LINK%,Twitter URL Link for account's twitter page HTML and text
%STATIC_GOOGLE_PLUS_LINK%,Google+ URL Link for account's google plus page HTML and text
%STATIC_LINKEDIN_LINK%,LinkedIn URL Link for account's linkedin page HTML and text
%STATIC_PINTEREST_LINK%,Pnterest URL Link for account's pinterest page HTML and text
%ACCOUNT.ADDRESS.ADDRESS% Account Street Address Street Address of the main office for the Account
%ACCOUNT.ADDRESS.CITY% Account City City of the main office of the Account
%ACCOUNT.ADDRESS.PROVINCE% Account province/state Account province/state
%ACCOUNT.ADDRESS.POSTAL_CODE% Account postal code/zip code Account postal code/zip code
%ACCOUNT.TOLL_FREE_NUMBER.PHONE_NUMBER% Account Toll Free Phone Number The business's main toll free number
%ACCOUNT.WEBSITE.URL% Account Business Website URL Your Account's Corporate Website URL
%ACCOUNT.TWITTER_URL.URL% Account Twitter URL This is the Business Twitter account URL
%ACCOUNT.FACEBOOK_URL.URL% Account Facebook URL URL of the business Facebook page
%ACCOUNT.GOOGLE_PLUS.URL% Account Google+ URL The business Google Plus page
%ACCOUNT.GOOGLE_DIRECTIONS_URL% Account Google Directions URL Calculated google maps url based on account address and business name
%EMAIL_BROKER_REQUEST.SUBJECT% Subject line of the email broker request NULL
%EMAIL_BROKER_REQUEST.TEXT% Text body of the email broker request NULL
%EMAIL_BROKER_REQUEST.HTML% HTML body of the email broker request NULL
%EMAIL_BROKER_REQUEST.FROM% Email Broker: From From email address from the email broker request
%EMAIL_BROKER_REQUEST.SENDER.NAME% Sender's full name from the email broker request NULL
%EMAIL_BROKER_REQUEST.SENDER.FIRST_NAME% Email Broker: Sender First Name Sender's first name from the email broker request
%EMAIL_BROKER_REQUEST.SENDER.LAST_NAME% Senders last name from the email broker request NULL
%LAST_HISTORY.EMAIL_LOG.EMAIL_OPENS.ALL% Email Open Timestamps Timestamps 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 Clicks Timestamps and urls for all email link clicks on the last email sent to the prospect in the workflow
%CAMPAIGN.CTA(<NAME>).URL% CTA URL The published URL for the named CTA page
%CAMPAIGN.WEBINAR.NAME% Webinar Name Name of the campaign webinar
%CAMPAIGN.WEBINAR.DESCRIPTION% Webinar Description Description of the campaign webinar
%CAMPAIGN.WEBINAR.START_TIME% Webinar Start Date-Time Start date time of the campaign webinar
%CAMPAIGN.WEBINAR.LENGTH% Webinar Length Length in minutes of the campaign webinar
%CAMPAIGN.WEBINAR.RESULTS% Webinar Results Results for the campaign webinar
%BRAND.LOGO.URL% Brand Logo Image URL The image url for the brand logo
%BRAND.EMAIL_HEADER.URL% Brand Email Header Image URL This is the URL for the brand/theme Email Header Image
%BRAND.FAVICON.URL% Brand Favicon URL This is the URL for the Favicon URL
%BRAND.TAGLINE% Brand Tagline The tagline for the brand
%BRAND.FONT_FAMILY% Brand Font Family The font family for the brand/theme
%BRAND.BRAND_COLOR% Brand Gradient Start Color The brand css color. Used on Banner/Button/headers/dressings
%BRAND.TEXT_ACCENT_COLOR%,Brand Heading Color,The brand css text accent color used for H1 H2 etc
%BRAND.LINK_COLOR% Brand Link Color The brand css link color
%BRAND.BRAND_TEXT_COLOR% Brand Text Color Banner/Button/headers/dressing font color
%BRAND.BACKGROUND_COLOR% Background Color The brand css background color for the specified brand/theme
%BRAND.BRAND_ACCENT_COLOR% Brand Gradient 2 color Gradient 2 color
%STATIC_WEBINAR_JOIN_URL% Contact specific webinar join url
%CONTACT.REJECT_LINK% Lead Reject Claim Link to reject this contact as a lead
%CONTACT.CLAIM_LINK% Lead Claim Link Link to claim this contact as a lead
%CONTACT.LEAD_REJECTIONS.ALL% Lead Rejection Reasons A list of all reasons for the contact to be rejected as a lead
%CONTACT_HISTORY.CREATED_AT% Contact History Timestamp Timestamp for when the contact history element was entered
%CONTACT_HISTORY.WEBINAR_ATTENDEE.WEBINAR_ANSWERS.ALL% Webinar Poll Answers Webinar poll answers for the webinar that was attended
%CONTACT_HISTORY.WEBINAR_ATTENDEE.RESULTS% Webinar Attendance Results Gives results such as: Attended for 108 seconds
%SUBMITTED_FORM.CLEAN_SUBMITTED_FROM_URL% Form Submit URL - Cleaned URL form was submitted from with campaign parameters cleaned
%SUBMITTED_FORM.CLEAN_ACCESS_URL% Protected Asset URL - cleaned URL the user was trying to access when filling out the form cleaned of campaign parameters
%SUBMITTED_FORM.CLEAN_RELATED_VISITS% Related Page Visits - cleaned Page visits related to the form submit cleaned of campaign parameters
%CONTACT.ACCOUNT.BUSINESS_NAME% Contact Employer Contact employer company name
%CONTACT2.FIRST_NAME% Second Contact First Name First name of the second contact in a form submit
%CONTACT2.LAST_NAME% Second Contact Last Name Last name of the second contact in a form submit
%CONTACT2.DOB% Second Contact Date of Birth Date of Birth of the second contact in a form submit
%BRAND.PHONE.PHONE_NUMBER% Brand Phone Number The account number associated with this brand
%SUBMITTED_FORM.COMMENTS_SHORT% Text field comments Text field comments
%CURRENT_YEAR% Current year Current 4 digit year
%SUBMITTED_FORM.PAGE_NAME% Page name for this form submit The 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 click etc)
%CONTACT.CONTACT_DETAIL.CONTACT_SOURCE_DESCRIPTION% Contact Introduction - source description Contact Introduction - source description
%CONTACT.CONTACT_DETAIL.CONTACT_SOURCE_NAME% Contact Introduction - source name Contact Introduction - source name
%CONTACT.CONTACT_DETAIL.KEYWORDS% Contact Introduction - keywords Contact Introduction - keywords
%CONTACT.CONTACT_DETAIL.REFERRER% Contact Introduction - referrer Contact Introduction - referrer
%CONTACT.CONTACT_DETAIL.INTRODUCED_DATE% Contact Introduction - introduction date Contact Introduction - introduction date
%CONTACT.CONTACT_DETAIL.INTRODUCTION_URL% Contact Introduction - introduction url Contact Introduction - introduction url
%STATIC_OPT_IN_LINK%,Opt In Link for a contact If this link is clicked the 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 name Account province/state full name
%ACCOUNT.ADDRESS.COUNTRY% Account country name Account country name
%ACCOUNT.ADDRESS.FULL_COUNTRY% Account full country name Account full country name
%ACCOUNT.GOOGLE_EMBEDDED_URL% Account Google Maps embedded url Google Maps embedded url for embedding map to the account address
%STATIC_VIEW_IN_BROWSER_LINK% View this email in a browser link View this email in a browser link
%BRAND.URL% Brand specific url Brand specific url
%CONTACT.PHONE.PHONE_NUMBER% Contact Phone Number The phone number associated with a prospect
%BRAND.BOXED_BACKGROUND_COLOR% Brand Boxed Background Color Background Color of the box in a boxed layout
%BRAND.BASE_FONT_COLOR% Brand Base Font Color This is the color used for the default text color
%BRAND.GRADIENT_TYPE%,Brand Gradient Type,Banner/Button Gradient: No Regular Inverted
%BRAND.LINK_HOVER_COLOR% Brand Link Hover Color
%BRAND.HEADER_FONT_FAMILY%,Brand Header Font Family,H1 h2 etc
%BRAND.FOOTER_BACKGROUND_COLOR% Brand Footer Background color
%BRAND.FOOTER_GRADIENT_TYPE%,Brand Footer Gradient Type,footer background gradient: no regular inverted
%BRAND.FOOTER_TEXT_COLOR% Brand Footer Text Color Footer Text Color
%BRAND.BANNER_GRADIENT_VALUE% Brand Banner Gradient Value Gradient of the banner
%BRAND.FOOTER_GRADIENT_VALUE% Brand Footer Gradient Value Gradient of the footer
%CONTACT.CLAIMED_BY.NAME% Contact Manager Name This 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 Name This is the name given to a protected asset
%CONTACT_HISTORY.ASSET_DOWNLOAD.CONTENT_ASSET.ASSET_FILE_NAME% Protected Asset Filename This is the name of the file that is being protected
%REPORT_START_MONTH%,Report Start Month For reports this is the starting month of the report date range
%REPORT_END_MONTH% Report End Month This is the reports end month of the date range
%REPORT_START_DATE% Report Start Date This is the reports start date
%REPORT_END_DATE% Report End Date This is the reports end date
%TODAY_DATE% Today's date This is today as a date
%ACCOUNT.PRIMARY_SALES_CONTACT.NAME% Account primary sales contact full name This is the account's primary sales contact full name
%ACCOUNT.CONTACT_LISTS(<LIST ID>).CONTACTS_COUNT% Contact List Total Contact Count This is the total count of contacts in a given list
%STATIC_SOCIAL_MEDIA_GREY_LINKS% Grey Social Media Icons Grey Social Media Icons
%ACCOUNT.PAGE_URL% Page Domain URL This is the landing page domain name URL (e.g. www2.mydomain.com)
%CONTACT_HISTORY.SOURCE% Contact History Source The utm_source for a referring URL for the current conversion
%CONTACT_HISTORY.MEDIUM% Contact History Medium The UTM_Medium for a referring URL for the current contact history
%STATIC_CALL_RECORDING_BUTTON% Listen to Call Recording Listen to the recording of the current call if available
%CONTACT.NAMED_DATES(<NAME>).DATE% Special Date for a contact with the name provided Special Date for a contact with the name provided
%CONTACT_HISTORY.IP_ORGANIZATION.TIMEZONE% GEOIP Timezone of the current contact history item GEOIP Timezone of the current contact history item
%CONTACT.ADDRESS.ADDRESS% Contact Street Address Contact Street Address
%CONTACT.ADDRESS.CITY% Contact City Contact City
%CONTACT.ADDRESS.PROVINCE% Contact province/state code Contact province/state code
%CONTACT.ADDRESS.POSTAL_CODE% Contact postal code/zip code Contact postal code/zip code
%CONTACT.ADDRESS.FULL_PROVINCE% Contact province/state full name Contact province/state full name
%CONTACT.ADDRESS.COUNTRY% Contact country code Contact country code
%CONTACT.ADDRESS.FULL_COUNTRY% Contact full country name Contact full country name
%SUBMITTED_FORM.SUBMITTED_FIELDS(<FORM_FIELD_NAME>)% The value of the named form field The value of the named form field
%SUBMITTED_FORM.SUBMITTED_FIELDS_INLINE(<FORM_FIELD_NAME>)% The value of the named form field displayed inline The value of the named form field displayed inline
%CONTACT.CONTACT_DETAIL.FIRST_VISIT_SOURCE% Contact first visit source Contact first visit source
%CONTACT.CONTACT_DETAIL.FIRST_VISIT_MEDIUM% Contact first visit medium Contact first visit medium
%CONTACT.CONTACT_DETAIL.SOURCE% First conversion source First conversion source
%CONTACT.CONTACT_DETAIL.MEDIUM% First conversion medium First conversion medium
%CURRENT_MONTH% Current Month The month when this is executed
%CONTACT.CUSTOM_FIELDS(<FIELD_NAME>).FORMATTED_VALUE% Contact Custom Field Value Contact Custom Field Value
%CONTACT.ACCOUNT.CUSTOM_FIELDS(<FIELD_NAME>).FORMATTED_VALUE% Account Custom Field Value Account Custom Field Value
%CONTACT_HISTORY.CALL_CATEGORIES% CallForensics Call Categories This 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 List This is a list of all of the keywords that appear in a call and the number of times the keyword appears