System Overview
Getting Started
Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
How do I use CaliberMind's search functionality?
CaliberMind Home Page & Navigation
Digital Marketing Terminology
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
Account Detail (Search Result) Results
Opportunity Search Results
Campaign Detail Search Results
Person Detail Search Result
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
CaliberMind Data Export to Google Cloud Storage
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
Integrations Appendix by Connector
Act-On
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Replicating CaliberMind Attribution Data to Salesforce
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
KickFire De-Anonymization in CaliberMind
Connecting G2, Bombora, or 6sense
CaliberMind Connectors
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
Developer Guide
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
What is 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
Remove a BigQuery User within CaliberMind
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Adding Custom Columns in Salesforce
Add BigQuery Users within CaliberMind
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
How to Email CaliberMind Reports
Setting Up UTM Mapping in CaliberMind
Standard Channel Logic
Channel Ranking Logic
Setting Up Account Trend Emails
UTM Parameters Formatting and Best Practices
Object Mapping for Filters - Start Here!
How to See Your Object Manager History and Revert Back to Previous Versions
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
Using AnalyticsJS with Qualified
Flows
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
Creating Sales Campaigns from Salesloft and Outreach Activities
Setting Up Workflow - Contact Deduplication
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
CaliberMind Data Warehouse Access in Google BigQuery
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
GDPR Compliance with CaliberMind
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?
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)
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
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
How can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
How Is CaliberMind Different From My CRM Attribution?
CRM Campaign Member Status and Campaign Response Best Practices
How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
How do I use CaliberMind to shorten our sales cycle?
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
How Do I Know If a Campaign Is Good or Bad?
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
How to Create a Filter Bookmark
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Building Formulas with Functions
Creating and Editing a Widget Formula
Reusing Formulas
Using Conditional Statements
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Creating Formulas Based on Criteria and Conditions (Filters)
Calculated Fields
Dashboard Function Reference
Shared Formulas
Introduction to Formulas - Start Here!
Using Quick Functions
Insights Dashboards
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
Funnels
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 Configuration
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
- ABM Engagement
- Engagement Scoring
- Custom Attribution Configuration - Custom Weighting
Custom Attribution Configuration - Custom Weighting
Updated
by Cathy Funderburg
Custom Attribution Configuration - Custom Weights
Custom Attribution - Purpose
Frequently, customers want to have the option of creating their own Custom Attribution Models. The Attribution Configuration feature allows users to create logic that weights attribution based on custom settings. This allows users to adjust the scoring of the attribution models based on their business goals and objectives, giving them more control over their analytics data.
Custom Attribution - Assumptions
What the Custom Attribution Scoring Models does apply to:
- Only considers campaign variables (i.e. base it on channel or campaign type or campaign name or program.)
- Inbound touches
Inbound touch definition
- Applies to a multi-touch model
Multi-touch attribution scoring model definition
The Custom Attribution Scoring Model does NOT apply to:
- Chain-Based or machine learning models
Chain-based or Machine learning attribution scoring model (CBA) definition
- Single-touch scoring models
Single touch attribution scoring model definition
- Attribution weights do NOT impact your lead or account scoring models. It does not impact the amount of credit a touch gets based on what kind of account or person associated with the lead. This is NOT lead scoring.
What is lead scoring?
Custom Attribution Configuration - Use Case Scenario and Analysis
Q: Why would I want to create a custom attribution model in CaliberMind?

A: Configuring a custom attribution model in CaliberMind allows you to influence where credit is given. For example, if you know that a tradeshow meeting is more influential than a content download, you can use attribution configuration to adjust the amount of credit or points each of those touches gets.
When customizing attribution, it's also beneficial to exclude low-value touch points. The filter mechanism lets us remove tactics that can bloat marketing's reported impact on pipeline and bookings, which dillutes our return on advertising spend calculations. By keeping the bar for attribution higher than a web visit or email open, we're only reporting the most influential interactions.
How to Configure a Custom Attribution Model
How to Configure a Custom Attribution Model - PDF Version
Using the "Otherwise" Statement
- Once you have configured the desired individual values, you may want to add a catch-all statement to allocate some or zero points to the remaining/unspecified categories. To do that, click the button at the bottom labeled “Add Otherwise.”

- Here you can see that the user wants everything else to be awarded 0 attribution dollars. This means any campaign type not listed above will receive $0 of opportunity value.

Attribution Timeframe Tab
The Attribution Timeframes tab allows the user to select if attribution should only include activities before the opportunity was created or if the opportunity should continue to allocate dollars to touches that happen after the opportunity is opened. This section of the setup screen also allows you to select how far back attribution should look (we recommend using at least as many days as it takes to open and close-win an opportunity)

Attribution Timeframe Discussion
Definition - Attribution timeframe is the span of time touches are considered for attribution. Some models look at first-touch to opportunity close while some models only look at "source" information, or what happens prior to opportunity create. This second view is useful if you want to lock in values as soon as the opportunity is created and aren't as interested in demonstrating the value of campaigns that are helpful in propelling in-flight opportunities forward.
Why should I have the Attribution Timeframe Toggle button on? - A lot of campaigns that are high cost are used by the sales team to engage existing opportunities. Examples of this include trade shows, in-person meetings, and webinars. By not looking at the dollars or opportunities that are propelled forward, we're not reporting the full value of these tactics and may cut spend on an event that is actually very productive.
Attribution Lookback Discussion
Definition - A look-back window is a the number of days prior to opportunity create that are considered influential in opening the opportunity. For example, if an average won opportunity takes three to six months to close, it may make sense to look back as far as 365 days to figure out how the prospect first heard of our brand and what they did as they researched what to buy. If our sales cycle is less than a month, it makes sense to only look back 90-180 days.
Why should I use the Attribution Lookback feature? Using a lookback window helps other departments feel comfortable with the time frame you're considering. If you select a very long lookback period, sales may get the impression that marketing is trying to get more "credit" for pipeline and bookings than they think is fair.
How do you calculate a lookback window? - We recommend looking back at least as many days back as the average amount of days it takes from opportunity creation to close (the "sales life cycle").
As an example - If your sales team averages 12 months from opportunity open to close-won, 365 days or more is a good lookback period.
Attribution Filter Tab
The Filter tab is the most efficient way to exclude certain campaigns, campaign types, or other campaign indicators from your attribution model.

Attribution Filter Discussion
Why should I use the Attribution Filter for my custom model? - With filtering, you can eliminate things that happen too frequently or have a very low barrier to entry. For example, we know that if someone takes the time to reply to an email, fill out a form, or some other "hand raise," the normal expectation would be that the sales team will follow up. If we stay focused on the most influential touchpoints, other departments won't feel like marketing is "cheating" and claiming too much credit, and our return on investment calculations will be much more in line with reality.