Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
CaliberMind Home Page & Navigation
Digital Marketing Terminology
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
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
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]
Segment Connector [via FiveTran]
Pushing Caliber Mind Person Engagement Data to Salesforce
Integrations Appendix by Connector
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Migrating CaliberMind Attribution Data to Salesforce
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
Connecting G2, Bombora, or 6sense
Field History SFDC Limits (Salesforce)
SFTP Synced Files - Making a Data Change
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
Setting Up the Salesforce Push Connector
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
What is Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
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
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Adding Custom Columns in Salesforce
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
Standard Channel Logic
Channel Ranking Logic
Setting Up Account Trend Emails
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
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 Status Page
How to use QuickFlows
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
CaliberMind's Most Popular Flows | Automations
Setting Up Workflow - Lead Deduplication
ZoomInfo - Add-to/Enrich your database
Setting Up Workflow - Website Repair
Setting Up Workflow - Account Deduplication
Setting Up Workflow - Contact Deduplication
Program Logic for Campaigns
Custom Programs for Campaigns
Campaigns - Start Here!
User Administration & SSO
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
CaliberMind Data Warehouse Access in Google BigQuery
Administration and SSO - Start Here!
User Authentication and Provisioning
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
GDPR Compliance with CaliberMind
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
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?
Choosing the Right Attribution Model
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)
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
How do I use the 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
How Is CaliberMind Different From My CRM Attribution?
CRM Campaign Member Status and Campaign Response Best Practices
Creating and Editing a Widget Formula
Remove a BigQuery User within CaliberMind
Using Conditional Statements
How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
Add BigQuery Users within CaliberMind
How to Email CaliberMind Reports
How do I use CaliberMind to shorten our sales cycle?
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
Creating Formulas Based on Criteria and Conditions (Filters)
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Dashboard Function Reference
Introduction to Formulas - Start Here!
How Do I Know If a Campaign Is Good or Bad?
Using Quick Functions
Creating Sales Campaigns from Salesloft and Outreach Activities
Working in CaliberMind Insights
CaliberMind Insights - Browser Requirements
CaliberMind Insights - Sharing Dashboards & User Permissions
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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
How to Create a Filter Bookmark
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - 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
Insights - ROAS Dashboard Use Cases
How is CaliberMind ROAS Reporting Different than Insights ROI?
Insights - ROI - Start Here!
Insights - ROAS Terminology & Key Concepts
Insights Data Health and Integrity
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Event Explore for Funnels
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel History Event Configuration
Funnels - Start Here!
What channels move journeys through a given stage?
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
How can I see the number of journeys in or passing through a funnel stage during a period of time?
Sales Funnel Metrics
What touches are influencing each step in the funnel?
How do I see the first event (or "tipping point") in each stage of my funnel?
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
Where are my customers stuck in journeys?
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
What is the difference between an Active Journey and a Journey?
How do I know the last event that happened before a journey stage change?
How do I identify stage conversion rates?
Funnel Person Status Exits
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Pressure Event Dashboard 101
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
- All Categories
- CaliberMind Insights
- Insights Dashboards
- Insights ROAS Dashboard
- How is CaliberMind ROAS Reporting Different than Insights ROI?
How is CaliberMind ROAS Reporting Different than Insights ROI?
Updated by Camela Thompson
There are many ways to do anything in marketing and marketing analytics, and we think it’s important for you to understand the pluses and minuses of these options. We’re going to briefly describe how the legacy ROAS reports work, how the new Insights reports work, and then dive into how they’re different. For more on what a “good” return is using CaliberMind or why CaliberMind reports numbers differently than your advertising platform, click here.
How Does CaliberMind Think of “Return”?
CaliberMind calculates return as the dollars “credited” to certain touchpoints divided by the cost of those touchpoints. The attribution model you select will determine how much or how little each touchpoint will receive. For more information on which attribution model to use when, click here.
How Do Legacy ROAS Reports Work?
The Ad Performance by Platform dashboard in the original CaliberMind app gives marketers one way to view return on investment. It focuses specifically on opportunities that can be related to digital advertising events in CaliberMind (for more on Events, click here).
A few things to note about this report:
- The date selection applies to every metric and column individually. For example, when you read the Pipeline column, that pipeline was generated in the date range selected regardless of when the related digital ad was clicked. At the same time, the “clicks” column will show the number of clicks that happened in your digital advertising platform during the same selected period.
- ROAS is an estimate of return based on weighted pipeline associated with the platform. Weighted pipeline is the opportunity amount multiplied by the probability of the stage.
It’s important to know that the data is not cohorted and return on advertising spend is an estimate that still considers open pipeline. This report is useful when you’re looking for ratios to use when planning your budget, but will not be as accurate when assessing individual campaign performance.
How Do Insights Return on Investment Reports Work?
The Return on Investment reports in CaliberMind use the same event methodology and multi-touch models that the legacy reports use, but there are some fundamental differences that ensure the two reports will not line up.
Some things to know:
- Return is calculated for all campaigns and will take into account campaign costs in your CRM if your Actual Campaign Cost fields are populated.
- Return on investment is calculated based on finalized bookings, not weighted pipeline.
- The data filter applies to when the campaign events (recorded clicks) took place.
- All data is cohorted by the campaign event date. So if you look at this month’s ROI, the number is likely to be 0. It’s important to know the average time from first touch to closed-won to understand when your numbers can be considered final.
- If you have a long deal cycle and want to know which ads are working today, clicking on the platform in the main report will allow you to sort campaigns by early indicators like pipeline, leads, and opportunities.
It’s important to know that digital touches are tracked according to the UTM parameters associated with the first webpage visit recorded by CaliberMind that day. If no UTM parameters were captured, we assume that it was an organic visit.
CaliberMind has to follow the same rules the rest of your technology must follow. If people block cookies or use an ad blocker, we won’t be able to show the touch as related to a digital campaign.
It’s also important to know that CaliberMind thinks of the ad that was clicked and the form that was filled out on the landing page as two different events, and each of the events will get attribution. This ensures that we can view and calculate ROI on digital touchpoints, but it also means that we may also be crediting a campaign in your CRM with the same amount of attribution “credit” as the digital touch.
How Are “Insights” ROI Results Different?
Again, the biggest differences between the two reports are:
- Return is calculated against bookings in Insights and weighted pipeline in the legacy reports
- The Insights report shows how campaigns perform over time by cohorting the data by when the campaign activity took place, then tracking how that later turns into pipeline and then finally bookings. The legacy report looks at each metric as an independent snapshot in time.
To further illustrate the difference cohorting makes, let’s look at a video that breaks down the differences: