Understanding the Performance and Influence Tabs on the Campaigns Dashboard

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The Performance and Influence tabs in the Campaigns dashboard allow you to analyze the impact of Demandbase ad campaigns on your target accounts. 

View by Accounts or Domains 

You can view Performance and Influence metrics by accounts or domains. At the top right of the chart, go to the View by: toggle and click Accounts or Domains. See Domains Tab for an overview of how data differs between accounts and domains.

Performance Tab

The Performance tab shows ad metrics such as cost, ad impressions served, lift percentage, and new page visits for targeted accounts. This information can help you identify trends that are important for your campaigns. 

Tip: You can use the baseline and advanced filters at the top of the page to filter the dashboard. See Understanding Reporting on the Campaigns Dashboard for more information about the filters. 

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Performance KPI Cards

The Performance KPI cards summarize information about key activity around your campaigns. 

Performance KPI Card Definition 
Spend Total budget spent to date, or within the selected time frame. 
Impressions Total impressions served to date, or within the selected time frame, for the selected campaigns.  
Lifted Percentage of the target accounts that have more engagement (page views) during the campaigns compared to the baseline period of 30 days prior to the start of the campaigns. Baseline page view counts are normalized for campaign length in calculating this metric. 
New Accounts/Domains On Site (changes to Accounts or Domains depending on the selection in the View by: toggle.) 

Accounts: Number of target accounts that visited your website for the first time compared to the baseline period of 30 days prior to the start of the campaigns. 

Domains: Number of domains with targeted accounts that visited your website for the first time compared to the baseline period of 30 days prior to the start of the campaigns. 

Important: New accounts on site are a subset of the total lifted accounts. 

Performance Chart

The Cumulative Performance chart shows a snapshot of reach and engagement for your campaigns. 

Tip: Click on a stage to quickly filter and only see related metrics in the Campaigns and Domains table. 

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Performance Chart Stage Definitions

The following are the definitions for the stages in the Cumulative Performance chart. 

Performance Stage Definition 
Targeted Number of accounts or domains targeted by the selected campaigns.
Reached Number of targeted accounts or domains that received at least one ad impression from the selected campaigns during the selected date range.
Visited Number of targeted accounts or domains that visited your website during the selected date range.
Clicked Number of targeted accounts or domains that clicked an ad delivered by the selected campaigns.
Interacted

Number of targeted accounts or domains that met the threshold for significant website activity within the past 30 days. This could be defined as a number of sessions or number of page views. 

Hover over Interacted to see how your Admin defined this metric.

Important: Admins can define the Interacted metric. See Define the Interacted Metric in Campaigns Dashboard for instructions. 

Campaign Visualization

The graph at the bottom of the Cumulative Performance chart shows the total number of campaigns that ran during the selected date range. Each line represents a campaign, hover over to see the campaign name and start and end date. Click + Show 10 more to see additional campaigns. 

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Influence Tab

Important: This product or feature is in beta. See Demandbase Beta Release Process for more information.

The Influence tab shows the potential positive effects that the selected campaigns might have had on your pipeline and revenue for reached accounts

Important: 

  • For disconnected and hybrid (marketing automation system only) customers, we highly recommend you upload opportunities to fully utilize the Influence chart. Without opportunity data, you can only see the Reached, Visited, and Interacted stages. 
  • The Saved filters drop-down list is unavailable in the Influence tab. 

Reached Accounts or Domains

Next to Viewing: you can see the total number of reached accounts or domains during the selected date range. 

Important: To adjust the accounts and domains reached by a campaign during a specific date range, use the primary date range selector at the top right of the page. To see the accounts or domains reached during the entire lifetime of the campaigns, click Select entire campaign reach period. 

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Influenced Date Selector

The Influenced date selector allows you to select a date range for the Visited, interacted, Opportunity, and Won data in the Influence chart. 

Important: The Influenced date selector doesn’t change the set of reached accounts and domains for the selected campaigns. To adjust the dates used for determining reached accounts and domains, use the primary date range selector at the top right of the page. 

For example, you might want to see if accounts advertised to in Q1 turned into a pipeline opportunity in Q2. Set the date range in the primary date range selector (at the top right of the page) to Q1 and set the Influenced end date to the end of Q2. This shows you accounts that were reached in Q1 and if they had an open or won opportunity in Q2. 

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Compare Lists

You can see how selected campaigns are performing by comparing against another account list. We recommend you compare against account lists that were not reached by Demandbase Advertising. Click + compare another list and enter the name of an account list to select it. 

Tips: 

  • Percent Comparison shows the % difference in the total number of accounts or domains between the two lists. 
  • To remove the list you’re comparing, go to the Compare to box and click the x next to the list.  
  • The compared list is represented by a gray bar on the Influence KPI cards and Influence chart. 

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Influence KPI Cards

The Influence KPI cards summarize information about opportunities related to the accounts or domains in your campaigns. 

Influence KPI Card Definition
Average Deal Size Average revenue of won opportunities in the Won stage in the Influence chart.  
Revenue Total revenue of won opportunities in the Won stage in the Influence chart. 
Pipeline Total pipeline amount of created opportunities in the Opportunity stage in the Influence chart. 
Opportunity to Won For reached accounts that moved into the Won stage during the influence date range, average number of days between opportunity created date and won date. 

Influence Chart

The Influence chart shows the number of accounts or domains in each campaign engagement stage prior to and after campaign reach. In each stage, accounts or domains are divided into two bar chart colors. Light green represents accounts or domains also in that stage prior to campaign reach and Dark green represents accounts or domains in that stage after campaign reach. See Influence Chart Stage Definitions for in-depth descriptions of the bar chart colors. 

Tip: 

  • Hover over each section of the bar to see the detailed number of accounts or domains. 
  • Click on a campaign influence stage to see related accounts and domains in the Domains table. 

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Influence Chart Stage Definitions

The following are the definitions for the stages in the Influence chart. 

Influence Stage Stage Definition Percentage Definition Light Green Bar Definition  Dark Green Bar Definition
Reached Number of accounts or domains that received at least one ad impression.  Number of accounts or domains in the Reached stage divided by the total number of reached accounts or domains.  Accounts or domains that were also reached by a campaign within 30 days prior to the campaign impression.  Accounts or domains that are newly reached by the first campaign impression. 
Visited Number of accounts or domains that visited your website.  Number of accounts or domains in the Visited stage divided by the total number of reached accounts or domains.  Accounts or domains that also had a page visit within 30 days prior to the campaign impression.  Accounts or domains that had a new page visit after the campaign impression.  
Interacted

Number of accounts that qualified as interacted. Hover over Interacted to see how your Admin defined this metric.

Important: Admins can define the Interacted metric. See Define the Interacted Metric in Campaigns Dashboard for instructions. 

Number of accounts of domains in the Interacted stage divided by the total number of reached accounts or domains.  Accounts or domains that also interacted within 30 days prior to the campaign impression. 

Accounts or domains newly interacted after the campaign impression.  
Opportunity  Number of accounts or domains with open opportunities.  Number of accounts or domains with pipeline opportunity divided by the total number of reached accounts or domains. 

Accounts or domains that also had an opportunity within the selected date range and prior to the campaign impression. 

Accounts or domains with opportunities created after the campaign impression. 
Won Number of accounts or domains with won opportunities.   Number of accounts or domains with won opportunities divided by the total number of reached accounts or domains. 

Accounts or domains that also had a won opportunity within the selected date range and prior to the campaign impression.  Accounts or domains that had newly won opportunities after the campaign impression. 

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