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
- CaliberMind Insights
- Insights Dashboards
- Insights ROAS Dashboard
- Insights - ROAS Terminology & Key Concepts
Insights - ROAS Terminology & Key Concepts
Updated
by Camela Thompson
General Dashboard Functionality
For more information on the following topics, click on the linked topic:
- User Permissions & Sharing Dashboards
- Key Concepts like Widgets, Dashboards, Filters, etc.
- How to Use Dashboards
- How to Filter Dashboards
- How to Use Aggregate Types
- Attribution Terminology & Key Concepts (including what each attribution model means)
Note on Filters
Return On Ad Spend is a very tricky thing to calculate, which means our model is fragile. The ROI estimate looks at all of the actual bookings/costs. The Make sure you DO NOT use the right-hand filter menu to filter the data:

Filters that are available today, are locked at the top of the page:

The Method Behind Return On Ad Spend
A lot of tools on the market offer digital advertising attribution by connecting your advertising platform to your CRM. The problem with this method is that those tools can't see other campaign activity (let alone sales, product, or channel activity). This means that 100% of the dollars associated with opportunities that can be linked to your digital advertising are allocated to digital advertising.
In other words, your digital attribution tools are allocating 100% of the "credit" to digital advertising when an opportunity can be linked to an ad. Unfortunately, this ignores all of the other touches your business has had to generate with the prospect in order to keep the opportunity moving toward a sale.
While CaliberMind will consistently show lower return on ad spend than your digital advertising tools, we believe that our method of calculating return is philosophically sound. The point of multi-touch attribution is to consider multiple activities when determining how to estimate the traction they received from an activity type.
Why Is This Report Cohorted?
Historically, CaliberMind has not cohorted the data in our traditional platform, but many marketers prefer to look at results by the timeframe the campaign activity happened. This allows them to see how campaigns are generating traction at each stage in the funnel. Looking at snapshots for a certain period has value, but is not as helpful when determining specific channels and campaigns and generating the right activity in any given period.
In other words, the ads that I run in January will generate clicks and form fills in January, but we may not see pipeline until February and bookings until May. In these new reports, January's campaign data will continue to evolve until May or June when the opportunities have had enough time to run through the sales process. When running cohorted reports, it's very important to keep your average full sales cycle (first touch to closed won) in mind when considering which time period you are analyzing and whether or not the numbers are "complete."
What Does Date Range Determine?
In order to calculate the impact of campaigns accurately, we have cohorted the data by the date the inbound touch takes place. That means that the data that displays in your dashboard is all derived from the Event Date or the date the inbound touch happened, regardless of when the opportunity was created, dollars were added, or the opportunity was closed.
For example, our digital advertiser runs a campaign in January 2022 and discontinues the campaign by the end of that month. In June 2022, the advertiser wants to see the final impact of their campaign and would see:
Metric | Value |
Cost | $2,000 |
Leads (Inbound Event / Form) | 5 |
Cost Per Lead | $400 |
Opportunities Sourced | 3 |
Pipeline Attributed | $165,360 |
Opportunities Won | 1 |
Bookings Attributed | $10,500 |
Return On Ad Spend (Bookings/Spend) | 5.25x |
Campaigns take time to produce Bookings! If our digital advertiser had looked at that same campaign at the end of January, they would have seen:
Metric | Value |
Cost | $2,000 |
Leads (Inbound Event / Form) | 5 |
Cost Per Lead | $400 |
Opportunities Sourced | 1 |
Pipeline Attributed | $25,000 |
Opportunities Won | 0 |
Bookings Attributed | $0 |
Return On Ad Spend (Bookings/Spend) | 0x |

Terminology and Key Concepts (Definitions)
A
Attributed - The value attributed to touches related to the ad campaign or ad platform for the touches that took place during the given time period.
C
Clicks - The number of advertisement clicks for the designated ad platform/campaign as reported by the ad platform during the given period.
Contribution to Revenue (est.) - The value attributed to touches related to the ad campaign or ad platform times the probability the associated opportunity will close successfully.
Cost - The dollars spent associated with campaign activity (touches) that took place in the given period.
Cost Per Lead - The dollars spent associated with campaign activity (touches) that took place in the given period divided by the number of inbound touches recorded with a UTM string related to the designated ad platform/campaign for the given period. See Leads / Conversions for the "lead definition" and Cost for the "cost definition."
Cost per Opp Sourced - The dollars spent associated with campaign activity (touches) that took place in the given period divided by the number of distinct opportunity IDs associated with inbound touches that occurred prior to opportunity creation recorded with a UTM string related to the designated ad platform/campaign for the given period.
I
Impressions - The number of advertisement views for the designated ad platform/campaign as reported by the ad platform during the given period.
L
Leads / Conversions -The number of inbound touches recorded with a UTM string related to the designated ad platform/campaign for the given period. (Often referred to as "Hand-Raisers" or "Responses.")
O
Opps - The number of distinct opportunity IDs associated with inbound touches recorded with a UTM string related to the designated ad platform/campaign for the given period.
Opps Sourced - The number of distinct opportunity IDs associated with inbound touches that occurred prior to opportunity creation recorded with a UTM string related to the designated ad platform/campaign for the given period.
P
Pre-Opp Return On Ad Spend - The value attributed to touches related to the ad campaign or ad platform that took place prior to opportunity creation divided by the amount spent on all touches that happened during the given period on that ad platform or campaign.
R
Return on Ad Spend - The value attributed to touches related to the ad campaign or ad platform that have since Closed Won divided by the amount spent on all touches that happened during the given period on that ad platform or ad campaign.
Return on Ad Spend (est.) - The value attributed to touches related to the ad campaign or ad platform divided by the amount spent on all touches that happened during the given period on that ad platform or campaign.
Return on Investment (ROI) - The ROI estimate looks at the total actual booking costs within the CRM and or the Advertising platform.