Signing In to CaliberMind
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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
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Salesforce Connector [via FiveTran]
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How to Connect Facebook Ads
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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
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How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
CaliberMind Entity Relations and System Tables
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What is Google BigQuery
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CaliberMind Identity Levels
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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?
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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
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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
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CaliberMind's Most Popular Flows | Automations
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ZoomInfo - Add-to/Enrich your database
Setting Up Workflow - Website Repair
Setting Up Workflow - Account Deduplication
Setting Up Workflow - Contact Deduplication
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Campaigns - Start Here!
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CaliberMind Data Warehouse Access in Google BigQuery
Administration and SSO - Start Here!
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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
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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
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
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
- Tutorials and Use Cases
- Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Updated by Camela Thompson
Advertising platforms and CaliberMind think of return on advertising spend very differently. It can be a bit of a shock to see what CaliberMind reports when you’re accustomed to a 20-30X return. We’ve found that the key to adopting and using CaliberMind with confidence is understanding why these numbers are expected to be different and how to think about these benchmarks going forward.
How Do Ad Platforms Calculate ROAS?
Advertising platforms operate in a vacuum. If you’re lucky, they connect to your CRM. But when they connect to your CRM and assign attribution, they aren’t factoring in other touchpoints when allocating opportunity value.
In other words, if they find an activity associated with an account that has an opportunity, 100% of that opportunity value is assigned to the campaign.
In addition to assigning 100% of the opportunity’s value to a touchpoint, ad platforms also tend to calculate ROAS based on all pipeline associated and not just Closed Won bookings.
How Does CaliberMind Calculate ROAS?
Our Ad Platform Performance by Platform dashboard calculates the return on advertising spend by using whichever attribution model you select (for more on which attribution model to use when, click here) and then dividing the weighted pipeline by the total advertising spend. In other words:
(won + (open opportunity amount x stage probability)) / advertising spend = ROAS
If you’re using a multi-touch model, a “good” return is 4X or higher, although we consistently see LinkedIn performing at around 2X even in this view.
These calculations are not cohorted, which means they estimate how campaigns might perform based on data that occurred in the selected time frame. This means we’re looking at what is scheduled to close during the period that was previously associated with the platform, not pipeline associated with the platform activity that took place in the selected period.
Another way to illustrate this is to think of how cars are sold. We can compare how many cars were delivered to the lot this month to how many were sold this month, regardless of when they were delivered. That old Honda Accord we finally sold may have sat on the lot for a year before Wendy purchased it for a fraction of the bluebook price. But it is lumped in with what was sold this month vs. what was delivered this month for an estimate.
The other way we can look at car sales is the percentage of cars that were delivered to the lot more than six months ago. In this case, we’d see that 90% of those cars were sold in the first two months on the lot, and 100% were sold within 12 months. If we wanted to know our full return, we’d have to wait for two months for a solid estimate and a year for an exact calculation.
Cohorting is the difference between understanding an estimated return and an actual return, which is calculated in the Insights ROI report.
How Does CaliberMind Calculate ROI?
The ROI dashboard respects the attribution model you select, and the results are tied to the campaign activity in the selected period. This dashboard is very helpful for understanding how individual campaigns within a platform perform. Clicking through the platform from this dashboard will also allow you to use early indicators to understand whether a campaign is trending in the right direction.
Because the ROI dashboard uses cohorted data, the ROI calculation will not be final until enough time has passed to allow those activities to mature into pipeline and bookings. For some organizations, this could take as long as a year from first touch to opportunity closed-won, although you should see pipeline start to accumulate in the first 60 days. The calculation looks something like this:
(won from campaign activity)/(spend on same campaigns)
Understanding your average sales cycle from first touch to last is critical to judge your return on investment. If you have an average sales cycle of 14 months, looking at last month’s campaign data will yield a meager return on investment (likely zero). If you look at campaign activity that ended a year ago, you’re much more likely to see a “real” return rate for your campaigns.
A “good” return on bookings is anything north of 2X. This is lower than your advertising platform because we’re using closed bookings and a fraction of the opportunity’s value using multi-touch attribution.