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
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
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
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
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
Logging Into 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
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
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
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CaliberMind's Most Popular Flows | Automations
ZoomInfo - Add-to/Enrich your database
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Campaigns - Start Here!
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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
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Identify users using Intercom Messenger
ABM Best Practices
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Lead-to-Account Matching (L2A)
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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?
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
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How to Manage Your Offsite Events Using CaliberMind
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Running a Sales/Pipeline Review with CaliberMind
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Attribution Overview Dashboard 2.0
Insights Engagement Dashboard
Insights - Engagement - Start Here!
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Insights - Engagement Overview
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Insights ROAS Dashboard
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
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Funnels - Start Here!
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
Sales Funnel Metrics
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Funnel Cohort Analysis Dashboard
Sales Funnel Glossary
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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
Updated by Nic Zangre
Return on Ad Spend reports allow marketers to marry Ad Spend data with Attribution / ROI data. For marketing executives, this is a key concept because many companies spend millions of dollars on ads (literally!) and would like to see their return on that ad spend. ROAS reports allow you to answer questions like:
- How many impressions on Linkedin does it take to create a new lead (or opportunity)?
- For each dollar I spent last month on an ad campaigns, actual bookings/cost, how many dollars of revenue did I generate?
- Which channel performs best: AdRoll, LinkedIn, Google Ads, BING, etc.?
- What % of new business originates from Advertising and Pay-per-Click campaigns?
Here's an example of a ROAS report (showing LinkedIn as a source):
UTM-Tracking / Setup Prerequisites:
In CaliberMind, there are 3 key mechanisms that enable ROAS:
- Setting up a website tracker to track "page visits" and "identify" users when they fill out a webform. We recommend using Analytics.JS.
- Exporting Ad Performance and spend data from your ad platform(s). This data will contain daily spend for each Ad (pay-per-click and/or banner ads). Similar to the data a CFO would use to budget for employees and operational reports, this data is used for Digital Marketing Managers and CMOs to allocate media budget. We have native connectors to most ad platforms For example, you may export data from:
- Google Ads
- Tagging your URLs with Ad IDs, Campaign IDs, and UTMs.
In the URL example below, you'll see some query string parameters which are used tag the URL for reporting. This requires discipline and a strong process which needs to be implemented by your marketing team. Additionally, some Marketing Tools (like HubSpot) has the ability to help generate these URLs when building out marketing landing pages. We, at CaliberMind, use HubSpot and our team has a pretty rigorous process when setting up each ad. You can see below as an example that the back-half of the URL has specific Ad and Campaign ID data in the URL's Query String. These parameters are made specially to match up to spend and performance data exported from the ad's platform.
Marketing URL Example
- utm_source -- which ad platform was used
- hsa_cam -- which campaign id was used
- hsa_ad -- which ad id was used
To change the defaults, we recommend non-advanced users to contact their CSM, or, for advanced users, you can edit the SQL in the system views directly:
- Response Summary (v_response)
- Performance Summary (v_performance)
- Event: AnalyticsJS (v_event___analyticsjs)
- Campaign Summary (v_campaign)
ROAS is a bit tricky to set up but the payoff to your organization's decision-making will make it well worth your while!