The Opportunity Created Attribution (Minutes) dashboard for Lightning is one of several out-of-the-box attribution dashboards.
There is a lot of information in this dashboard. Let's break it down by section in order to understand what it is telling us:
- Total Pipeline Created
This dollar value is pulled directly from the Opportunity object's amount field in Salesforce. This is the source of truth for the universe of opportunity amount created in the current and previous fiscal year time frame. We want the Demandbase Attribution data to match this total.
- Pipeline Attribution by Sales and Marketing Engagement
Knowing the total opportunity created universe, we want to know what percentage was influenced by Demandbase activities as tracked by Attribution. This chart will show you:
- the overall opportunity value universe tracked by Attribution ($15M in this example) and
- the overall amount influenced by Marketing vs. Sales Engagement.
You can also see another view of this data in the row below this chart:
- Pipeline Minutes Attribution, Monthly
This report component breaks down the total amount influenced by Demandbase activity types over time (pulled from the Demandbase activity record). This allows you to see top performing activity types, but also helps validate if your attribution criteria is altered (for example, if you see activities like cancelled events being captured here, you may want to exclude that in your attribution criteria). Out of the box, we use the Minutes Model for this chart and all other attribution based charts on this dashboard. To change the model, see Change the Attribution Model Displayed in Dashboards.
- Average Number of Touches and Average Number of Minutes (Sales + Marketing)
The Average # of Touches component displays the average number of Demandbase activities recorded for each opportunity on average before it is created.
The Average # of Minutes component displays the average number of minutes recorded prior to opportunity creation. Out of the box, we pay attention to all matched leads to the account and contacts under the account.
- Velocity: First Touch to Opp Created
When viewing this component, think of it as a way to see how long on average it’s taking from the first recorded Demandbase activity touch to the date of opportunity creation. Demandbase Activities Influence Time Period has a big impact on this number. Out of the box, we use a time frame of 365 days.
- Opportunity Created Attribution by UTM Source
You can see the top performing UTM (Urchin Tracking Module) sources in this chart. UTM parameters are URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. Opportunity Created Attribution by UTM Source is based on the UTM parameters being captured through the Demandbase web tracking script. This allows the ability to tie the UTM source parameters to pipeline attribution weighted by the engagement minutes model.
There is also a similar view for UTM Medium:
And another similar view for UTM Campaign:
There are many ways to customize this dashboard. Please feel free to filter, change the date ranges, remove components, or even change the attribution model as needed.
See Customize Dashboards with Custom Journey Stages and Change the Attribution Model Displayed in Dashboards to create your own.