The Closed Won Attribution (Minutes) dashboard for Lightning is one of several out-of-the-box attribution dashboards.
Important: In order to use this dashboard effectively, make sure the Demandbase API is configured and running properly in Salesforce.
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 Revenue Won
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 won in the current and previous fiscal year timeframe. We want the Attribution data to match this total.
- Closed Won Attribution by Sales and Marketing Engagement
Knowing the total opportunity-won universe, we want to know what percentage was influenced by Demandbase activities as tracked by Attribution. This chart will show you:
--The overall opportunity-won universe tracked by Attribution ($16M in this example)
--The overall amount influenced by Marketing vs. Sales Engagement
You can also see another view of this data to the right:
- Closed Won Attribution Activities by Month
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 helps also validate if your attribution criteria should be altered (for example, if you see activities like canceled 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.
- 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 closed won. The Average # of Minutes component displays the average number of minutes recorded prior to a closed won opportunity. Out of the box, we pay attention to all matched leads to the account, contacts under the account, and anonymous activity matched to the account.
- Average number of People Touched (Sales + Marketing)
The Average # of People Touched component displays the average number of unique people tied to Demandbase activities at the point an opportunity moves to closed won.
These are not contact roles attached to the opportunity. These are unique people with Demandbase activities that fall within the Demandbase Activity Influence Time frame. Attribution determines unique people first by matching SFDC ID's and then by using a fuzzy matching process if there is no SFDC ID present on the activity record. Anonymous activity is ignored from this calculation.
- Velocity: First Touch to Closed Won
When viewing this component, think of it as a way to see how long on average it is taking from the first recorded Demandbase activity touch to the date an opportunity moves to closed won. The Demandbase Activity Influence Timeframe has a big impact on this number. Out of the box, we use a time frame of 365 days.
- Closed Won 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. The Closed Won Attribution by UTM source is based on the UTM parameters being captured through the Demandbase web tracking script (Understanding the Demandbase Tag). This allows the ability to tie the UTM source parameters to revenue 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.