System Overview
Getting Started
Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
Digital Marketing Terminology
Connectors / Integrations
Adding Your First Connector
How To Connect AdRoll / RollWorks
How To Connect Google Analytics
How To Connect HubSpot
How To Connect LinkedIn Ads
How To Connect Marketo
Kickfire
Overview of Connectors
ZoomInfo / DiscoverOrg
CaliberMind IP Addresses for Whitelisting
Setting Up the LinkedIn Push Connector
Connecting Tableau to CaliberMind
Ingesting CaliberMind Data Into Snowflake
Klaviyo connector [Via Fivetran]
In-App Notifications
Google Sheets
Segment Connector [via FiveTran]
Pushing Caliber Mind Person Engagement Data to Salesforce
Act-On
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
Connecting G2, Bombora, or 6sense
CaliberMind Connectors
How To Connect Outreach
CaliberMind Connectors - Start Here!
Power BI/ Tableau/ Looker Connectors Article
Google Ads Connector (via FiveTran)
Pardot Connector [via FiveTran]
Connections - Email Notifications
CaliberMind Data Access FAQs
Twitter API Connector via Fivetran
Microsoft Bing Connector
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
Developer Guide
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
Logging Into Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
List Builder
What are Lists?
Importing a List
Account List Upload File Requirements
Keyboard Shortcuts using SQL
Creating an Account List From a Campaign
How to create a list of all Opportunities that have a very low Engagement
People List Upload File Requirements
Campaign List Upload File Requirements
Use Case Videos - Creating a List Using the List Builder
Creating a List Using the List Builder - Step-by-Step Instructions
Creating Company Lists using SQL
List Builder - Start Here!
Creating Company Lists in List Builder
Where is my Segments Menu?
Downloading a List - Step-by-Step Instructions
System Configuration
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
Standard Channel Logic
Channel Ranking Logic
UTM Parameters Formatting and Best Practices
Object Mapping for Filters - Start Here!
Object Mapping: Create a Campaign Substitution
Web Tracker Installation & Settings
Installing AnalyticsJS (CaliberMind snippet)
Two ways to identify prospects that submit a form containing email address using AnalyticsJS
Install AnalyticsJS on a HubSpot website
Using AnalyticsJS Identify on embedded Hubspot forms
Using AnalyticsJS Identify on embedded Marketo forms
Types of Analytics.js Calls
Analytics.JS Overview
Using Analytics.js to Track Web and Product Events
Web Tracker and Installation Settings - Start Here!
How Cookie Settings Affect the Analytics.JS Tracking Script
Google Tag Manager (GTM) Ad Blockers
Using AnalyticsJS with Drift
How to check your AnalyticsJS implementation
Flows
Flows Status Page
How to use QuickFlows
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
Linking CaliberMind Attribution Data to Salesforce
CaliberMind's Most Popular Flows | Automations
ZoomInfo - Add-to/Enrich your database
Campaigns
Campaign-Program Membership
Program Logic for Campaigns
Custom Campaigns
Custom Programs for Campaigns
Campaigns - Start Here!
User Administration & SSO
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
Administration and SSO - Start Here!
User Authentication and Provisioning
Model Configuration
Insights - Create Multiple Engagement Score Models
How to Change Event Touch Scores
Sales Opportunity Data Model
Engagement Scoring Time Decay - How It Works & How to Change It
Engagement Scoring Models Overview
How to Add or Change Engagement Score Multipliers
Add or Change Engagement Score Filters
Identify users using Intercom Messenger
Data Dictionary
ABM Engagement
ABM Best Practices
Using Engagement Score to Trigger an Update in Salesforce
Account-to-Lead (A2L) Matching
Lead-to-Account Matching (L2A)
Pushing CaliberMind ABM Scoring Fields to Salesforce.com
Linking to CaliberMind Reports in Salesforce
Engagement Scoring
Analytics
ABM Reports
Attribution
Attribution Models: W-Shaped
Attribution Models: Middle
Chain-Based Attribution Model
Removal effect with a Markov chain model
Attribution Reports Summary
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
Virtual Campaigns in CaliberMind
The A-Shaped Model
Campaign Types - Best Practices for Easy-to-Read Attribution
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
Demand Generation
Revenue Contribution
Data Integrity
Customer Success
Understanding Reports
CaliberMind Analytics Concepts
Overview of Analytics and Attribution
Filters and Hyperlinks
Using the Engagement Trending Report
Using Tags to Organize Your Lists
Attribution Overview - Campaign Performance Table
Using Campaign Lists in Dashboards
Using Account Lists in Dashboards
CaliberMind Metrics Definition
Return on Ad Spend
Product Attribution Dashboard
Attribution Models: First-Touch
Self-Hosting CaliberMind AnalyticsJS
Tutorials and Use Cases
Using 'Search' Functionality
Customizing Report Visibility (Show/Hide)
How to Manage Your Offsite Events Using CaliberMind
How can I manage my BDR/SDR team activities with CaliberMind?
Combining Engagement Score with Attribution
Enabling the Sales Teams to see the Entire Buyers Journey
Searching for a specific account to view their Activity
How can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
Building Formulas with Functions
Creating and Editing a Widget Formula
Remove a BigQuery User within CaliberMind
Reusing Formulas
Using Conditional Statements
Add BigQuery Users within CaliberMind
How to Email CaliberMind Reports
Answering Business Questions Using CaliberMind Reports
Creating Formulas Based on Criteria and Conditions (Filters)
Calculated Fields
Dashboard Function Reference
Shared Formulas
Introduction to Formulas - Start Here!
Using Quick Functions
Creating Sales Campaigns from Salesloft and Outreach Activities
CaliberMind Insights
Working in CaliberMind Insights
CaliberMind Insights - Browser Requirements
CaliberMind Insights - Sharing Dashboards & User Permissions
CaliberMind Insights - Navigating to Insights/Dashboard
CaliberMind Insights - Using Dashboards
CaliberMind Insights - Dashboard Refresh Schedule
CaliberMind Insights - Application Concepts and Terminology
CaliberMind Insights - Filters & Aggregation Type
Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Insights Dashboard Templates
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Summary
Insights - Attribution Overview
Attribution - Campaign Detail
Insights - Attribution - Campaign Type Detail
Insights - Attribution - Channel Detail
Insights - Attribution - Program Detail
Insights - Attribution - Account Detail
Attribution Overview Dashboard 2.0
Insights Engagement Dashboard
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Insights - Engagement - Engagement Essential Questions and Dashboard Tile Definition
Insights Engagement Dashboard - Aggregation Dates
Insights ROAS Dashboard
Funnels
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel Configuration
Funnel History Event Configuration
Funnels - Start Here!
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
Sales Funnel Metrics
Funnel Events Technical Documentation
Marketing Sales Funnel Foundations
Funnel Static Event Configuration
What is a Starter Funnel?
Funnel Person Inclusion Configuration
Funnel Cohort Analysis Dashboard
Sales Funnel Glossary
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
- All Categories
- CaliberMind Insights
- Insights Dashboard Templates
- Insights Attribution Dashboards
- Insights - Attribution Terminology and Key Concepts
Insights - Attribution Terminology and Key Concepts
Updated
by Camela Thompson
General Dashboard Functionality
For more information on the following topics, click on the linked topic:
- User Permissions & Sharing Dashboards
- Key Concepts like Widgets, Dashboards, Filters, etc.
- How to Use Dashboards
- How to Filter Dashboards
- How to Use Aggregate Types
Choosing an Attribution Model
Customers with access to Insights now have the ability to change which attribution model they are viewing on the dashboard level. At the top of each dashboard, there is an Attribution Model dropdown:

Selecting a model and clicking apply will trigger the dashboard to immediately update and display the numbers associated with that model.
By default, customers will see:
- Even-Weighted
- First Touch
- Middle Touch
- W-Shaped
Customers who have purchased the Machine Learning add-on will also see the Chain-Based model.
The reason why we allow customers to choose from many models is because that each of them answers a different question.
For example:
- First Touch - Shows 100% opportunity amount allocation given to the very first logged response event (inbound activity) in our system. This is meant to help companies see which activities are building awareness among new prospects.
- Middle Touch - Allocates 100% of the opportunity amount to the response event (inbound activity) that happened immediately before an opportunity was created. This model is often used to demonstrate "Opportunity Source" in companies that are trying to understand which department(s) were responsible for turning an interesting prospect into a real opportunity.
- Even-Weighted - Even-weighted models evenly divide the opportunity amount across all response events (inbound activities) from well before an opportunity was created to when the opportunity was closed. We then divide those activities into Pre-Opportunity and Post-Opportunity touches - or inbound events that happened before the opportunity was opened and those that happened between the time it was opened and the time it was marked Closed. Activities with more people engaged will naturally be weighted heavier. Otherwise, activities are assumed to be of equal value.
- W-Shaped - The “W” shape model is an attribution model that gives different weights to activities that include the following criteria: An activity that is flagged as the primary campaign, the activity is associated with a primary contact, or the activity happened prior to the opportunity. For more on how the model works, go here.
- Chain-Based - The chain-based model uses machine learning to understand which activities in which order are most likely to lead to a Closed Won opportunity. We use training data - or activities associated with Closed Won opportunities - to come up with an ideal sequence of events. Events that happen in an ideal sequence will be weighted heavier than those that are not associated with Won opportunities. Customers who have purchased the machine learning package have access to this model.
How Is My Data Organized?
The Aggregation Type determines how you view the data in your dashboards and it may be organized in two views at this time.
The Open Date view allows you to view opportunities created in the same time period and what kind of campaigns influenced them.
The Close Date view allows you to see how opportunities that close in a given period close. Please note that your widgets will show open opportunities unless you specify otherwise.
Note that the data is not organized by the date the campaign activity took place. There may be a delay between the time the campaign took place and the opportunity was opened (and there will be activity or events associated with attribution that takes place after the opportunity is opened). These reports are meant to give you insight into how prospects are driven to interact with sales (Pre-Opp Attribution) and what helps push a buyer closer to making a decision (Post-Opp Attribution).
For more information on Aggregation Type, read more here.
Terminology and Key Concept Definitions
% Pre-Opp/Post-Opp - The sum of Pre-Opp and Post-Opp attribution divided by total pipeline or revenue. This is the percent attributable pipeline.

Aggregation Dates - This dashboard component toggles between different date increments. If you have a large time range selected, viewing by years may make sense. If you're evaluating a very short time period, you may want to get as granular as days.

Aggregation Type - This filter determines the view of all dashboard widgets and is only available on the Attribution Summary.

Open Date allows you to view opportunities created in the same time period and what kind of campaigns influenced them.
The Close Date view allows you to see how opportunities that close in a given period close. Please note that your widgets will show open opportunities unless you specify otherwise.
For more information on Aggregation Type, read more here.
Campaign Type - This is a grouping of campaigns by Type field or other CRM equivalent. For more information on campaign hierarchies, read more here.
Channel - Channels typically document how someone found a particular campaign. For example, a form fill may come from one of the following channels:
- Organic Search
- Paid Search
- Paid Social
- Retargeting
While the paid channels may be campaigns in their own right, the channel helps us document when a prospect navigates away from the paid advertising landing page and fill out a form elsewhere on the website. For more information, read more here.
Companies Attributed - The number of accounts with pipeline that is attributable in the given time period.
Companies Engaged - The number of accounts with events (campaigns) associated with them during the given time period.
Effectiveness - The percentage of accounts engaged with campaigns that converted into accounts with pipeline.
Inbound Events - These are structured as campaign members and let us know what kind of activity a prospect proactively took with your company. This could include sales or marketing activity.
Opps w/ Pre-Opp Attribution - The number of opportunities that have inbound touches with attribution associated with them during the given time period.
People Attributed - The number of people who have engaged in an event associated with an opportunity.
People Engaged - The number of people who have engaged in an event in the given time period regardless of whether or not an opportunity was subsequently created.
Pipeline - The total amount of pipeline created during the given time period regardless of whether or not events are attributable to the opportunity.
Program - Programs are a family or category of campaigns, and this logic is typically established during your onboarding process. For example, you may have an industry-specific campaign family (Program) of "2021.05 Automotive Blitz" with sub-campaigns that branch across multiple channels. For more information on Program logic, read more here.
Revenue - Revenue is the amount on opportunities that are closed-won for the given time period.
Pre-Opp Attribution - Opportunity dollars associated with inbound touches that happened before the opportunity was created. These touches help drive people to engage with the sales team.
Post-Opp Attribution - Opportunity dollars associated with inbound touches that happened between the time the opportunity was opened and closed. These touches help buyers in an active sales cycle move closer to purchase.
Total Attribution - The sum of Pre-Opp Attribution and Post-Opp Attribution for the given time period.