The Campaign Cost ROI (Minutes) dashboard for Lightning is one of several out-of-the-box attribution dashboards.
There are many components in this dashboard. Let's break it down by section in order to understand what it’s telling us:
- Number of Campaigns
This is the total number of campaigns created in Salesforce over the past and current fiscal year.
- Total Campaign Cost
The total amount captured in the Actual Cost field on the Campaign object in Salesforce for campaigns created in the current or previous fiscal year. The total cost amount is broken down by campaign type in Salesforce to the right:
- Opps Influenced and Opps Won Influenced (Minutes Model)
The Opps Influenced component shows the total number of opportunities created that have had a Demandbase Activity touch within the influence time frame prior to the opportunity's creation. This number is weighted by the Minutes Model. As a result, the influencing activities will receive a fraction of the credit for each opportunity created based on how many engagement minutes have been assigned to the activity that influenced the opportunity.
The same is true for the Opps Won Influenced component to the right, but for this component, we’re only considering the total number of opportunities that had a Demandbase Activity touch prior to the opportunity moving to closed won.
- Pipeline Influenced and Revenue Influenced (Minutes Model)
The Pipeline Influenced component shows the total dollar amount of opportunities created that have had an Demandbase Activity touch within the influence time frame prior to the opportunity's creation. This amount is weighted by the Minutes Model. As a result, the influencing activities will receive a fraction of the credit for each opportunity's amount based on how many engagement minutes have been assigned to the activity that influenced the opportunity.
The same is true for the Revenue Influenced component to the right, but in this component, we are only considering the opportunity amount with a Demandbase Activity touch prior to the opportunity moving to closed won.
- Pipeline/Cost and Revenue/Cost (Minutes Model)
The Pipeline/Cost component shows the pipeline amount shown in the component above but divided by the total cost amount displayed in the previous report components in the dashboard to calculate ROI (or the return on investment). In this example, Attribution is taking the $16M pipeline amount / the $1.86M cost amount to get an ROI of 8.8.
The same is true for opportunities won component (Revenue/Cost). It is taking the $5.2M revenue won amount / the $1.86M cost amount to get an ROI of 2.8.
Below, there is a graph plotting the Pipeline ROI and Revenue ROI amounts by Campaign Type to identify the over-performers as well as the under-performers when compared to the average pipeline or revenue ROI:
- Pipeline and Revenue Influence (Minutes Model)
The Pipeline and Revenue Influence (Minutes Model) component breaks down the top-performing campaign types by the total pipeline or revenue amount weighted by the minutes tied to the Demandbase activity record that influenced the opportunity transition. We pair this data up to any Salesforce campaign that is also connected to that activity record which allows us to group this data by the Type of the campaign. You can do the same with any record ties to the campaign object.
Not every activity record has a corresponding Salesforce campaign (Tasks and Meeting Attendance are common examples).
- Campaign Cost vs. Pipeline Influence
Finally, at the bottom of the dashboard, there is a bubble graph that plots:
- x-axis: the total campaign cost, to the
- y-axis: total pipeline amount influenced (weighted by minutes).
Each bubble represents a campaign type. You want your bubbles to be further to the left of the chart and higher to the top.
However, you can adjust the graph to show a different combination of metrics.
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.