Insights - Attribution Terminology and Key Concepts

General Dashboard Functionality

For more information on the following topics, click on the linked topic:

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.


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