B2B Marketing Analytics includes three prebuilt dashboards to meet the needs of everyone on the team. With a few more steps, you can also create a Multi-Touch Attribution dashboard, Account-Based Marketing dashboard, or an Einstein Behavior Scoring dashboard. Each dashboard features widgets that outline or visualize helpful metrics. Data for these dashboards originates in Account Engagement, Salesforce, or both sources. Each dashboard is built on predetermined datasets and filters, or lenses, that help you draw insights from your marketing data.
Dashboards Overview
- Engagement—This dashboard shows how your primary marketing assets perform and how they contribute to the sales pipeline and opportunity lifecycle. Included metrics: asset engagement on list emails, forms, and landing pages.
- Pipeline—The Pipeline dashboard shows your sales funnel from visitors to prospects and through to opportunities you’ve won. This dashboard is helpful for sales and marketing leadership to see which assets and campaigns push the most deals. Included metrics: numbers of visitors, prospects, marketing qualified leads, open opportunities, closed-won opportunities, and velocity figures.
- Marketing Manager—The Marketing Manager dashboard offers a quick look into the health of your business and which campaigns are yielding the best results. From this dashboard, you can drill into the Engagement and Pipeline dashboards. Included metrics: pipeline deals, revenue by campaign, and marketing asset engagement.
- Multi-Touch Attribution—The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter the dashboard by influence model, opportunity, account, and more. The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter the dashboard by influence model, opportunity, account, and more.
- Account-Based Marketing—The Account-Based Marketing dashboard brings together opportunities, contacts, marketing engagement, and sales activities. Narrow the dashboard by a certain account or a few, to find out how things are going with your sales reps. Included metrics: pipeline value, number of opportunities, score, won/lost percentage, stage value, and a table of opportunities.
- Einstein Behavior Scoring—The Einstein Behavior Scoring dashboard gives the factors that Einstein uses to build your scoring model. Included widgets: Most influential engagement activities, influential assets, and a table of leads and contacts who perform these activities.
Dashboard Terms
Certain terms used in these descriptions can refer to fields in either Account Engagement or Salesforce.
- Monetary value is derived from the Value field on a Account Engagement opportunity. The Value field maps to the Amount field on a Salesforce opportunity.
- Cost is derived from the Cost field on a campaign in Account Engagement. When campaigns are connected, the Cost field on a Account Engagement campaign maps to the Budgeted Cost field in Salesforce.
- Value in the Multi-Touch Attribution and Account-Based Marketing dashboards is derived from the Amount field on a Salesforce opportunity.
- Sales Activities in the Account-Based Marketing dashboard include all values from the Type field on your Event object.
Marketing Manager Dashboard
The Marketing Manager dashboard offers many widgets and charts. In addition to the Pipeline Deals and Email Engagement widget collections, the dashboard includes charts that group and rank campaign and asset data.
Pipeline Deals Section—The metrics in this section use data from the Opportunity dataset, pdOpportunity, which combines data from both sources.
| Metric Label | Description | Formula | Origin |
|---|---|---|---|
| Opportunities in Pipeline | Number of opportunities not in Won or Lost stage | — | pdOpportunity dataset |
| Donut Chart (no label) | Total number of opportunities (center) and the number of opportunities in SQL, Won, and Lost stages (ring) | — | pdOpportunity dataset |
| Pipeline | Total value of open opportunities | Sum of monetary value associated with open opportunities | pdOpportunity dataset |
| Revenue | Total value of opportunities in the Closed/Won stage | Sum of monetary value associated with opportunities in the Won stage | pdOpportunity dataset |
| Avg. Conversion to Close | Average close velocity in days, based on Closed/Won opportunities | (Sum of [Opportunity Close Date – Opportunity Creation Date]) / Total Closed/Won opportunities | pdOpportunity dataset |
| Revenue by Campaign | Total revenue associated with individual campaigns | Sum of Value fields, based on campaigns that are associated with an opportunity | pdOpportunity dataset |
Email Engagement Widget—The metrics in this widget use data from the Email dataset, pdEmail, which contains data from both sources.
| Metric Label | Description | Formula | Origin |
|---|---|---|---|
| Total Sent | Total emails sent | Count of sent emails | pdEmail dataset |
| Hard Bounces | Total hard bounces | Count of hard bounces | pdEmail dataset |
| Unique CTR | Percentage of prospects who clicked email links | Unique clicks / Total deliveredDelivered is (Sent emails – hard bounces) | pdEmail dataset |
| Unique Open Rate | Percentage of unique HTML opens compared to the total delivered emails | Unique HTML opens / Total deliveredDelivered is (Sent emails – hard bounces) | pdEmail dataset |
| Opt-Outs | Total number of prospects that have clicked the link to unsubscribe or that opted out of all email communications in the Email Preference Center | — | pdEmail dataset |
| SPAM Complaints | Total number of prospects that reported the email as spam | — | pdEmail dataset |
Other Charts—There are three data charts that appear on the Marketing Manager dashboard.
- Revenue by Campaign—Donut chart showing the sum of monetary value of opportunities in the Won stage; grouped by campaign name. Stage values come from Salesforce.
- Top Forms—Horizontal bar graph showing the top 10 forms based on the number of unique form submissions. Form data comes from Account Engagement.
- Landing Page Completion—Donut chart showing the top 10 landing pages based on the number of unique landing page submissions. Landing Page data comes from Account Engagement.
Pipeline
The metrics throughout the Pipeline dashboard originate from the Opportunity, Prospects, and Visitors datasets.
The Lifecycle Snapshot area displays stages in your prospect lifecycle: Visitors, Prospects, MQLs, SQLs, and Closed Won. The number between two tiles represents the average number of days for people to move stage to stage.
After the Pipeline Breakdown section, are three graphs: Source Campaigns, Pipeline by Company, and Lead Sources. The first two graphs show the monetary value that is associated with opportunities’ individual campaigns, companies, and marketing channels. The Lead Sources graph indicates the count of lead sources.
Pipeline Breakdown Widget—The metrics in the Pipeline Breakdown Widget use data from the pdOpportunity dataset, pdVisitor dataset, and pdProspect dataset.
| Metric Label | Description | Formula | Origin |
|---|---|---|---|
| Total Value | Total value of opportunities in the pipeline | Sum of monetary value associated with opportunities not in Closed/Won or Closed/Lost stage | pdOpportunity dataset |
| Opportunities in Pipeline | Number of opportunities in the pipeline | Count of all opportunities not in Won or Lost stage | pdOpportunity dataset |
| Cost | Total cost of selected campaigns | Sum of budgeted cost fields for selected campaigns | pdOpportunity dataset |
| Revenue | Total value of won opportunities | Sum of monetary value associated with opportunities in the Closed/Won stage | pdOpportunity dataset |
| Visitor Conversion Rate | Percentage of prospects compared to total visitors | (Prospects / visitors) * 100 | pdVisitor, pdProspect datasets |
| Opportunity Win Rate | Percentage of won opportunities | (Closed/Won opportunities / Closed opportunities) * 100 | pdOpportunity dataset |
| ROI | Percentage of campaign cost compared to net revenue | (Total revenue / Sum of actual cost fields for campaigns) * 100 | pdOpportunity dataset |
Engagement
Note Some values are used in more than one widget.
Metric descriptions are the same for the List Email Engagement Widget and the Email Template Widget. The origin for List Email widget data is the Email dataset, pdEmail. Email Template widget data originates in the Email Template dataset, pdEmailTemplate.
| Metric Label | Description | Formula |
|---|---|---|
| List Emails Sent | Total number of emails sent | — |
| Total Opens | Total number of emails opened | — |
| Unique Open Rate | Percentage of unique opens based on delivered emails | Unique HTML opens / (Sent emails – bounces) * 100 |
| Unique Opens | Total number of prospects who opened the email | — |
| Total CTR | Percentage of visitors who click links contained in emails delivered. Delivered equals sent emails minus bounces. | — |
| Spam Rate | Percentage of spam complaints received on all emails sent | Spam complaints / sent emails |
| Opt-Outs | Total number of prospects that don’t want to receive marketing email | Sum of prospects that clicked Unsubscribe + Prospects who opted out in Email Preference Center |
| Bounce Rate | Percentage of emails that bounced | Bounced emails / Sent emails |
| Unique Clicks | Number of unique clicks | — |
| Total Bounces | Number of emails that didn’t arrive in email inboxes | Sum of soft bounces and hard bounces |
The metrics in the Forms Engagement Widget originate in the Forms and Form Handlers dataset, pdFormAndHandler, which contains data from both sources.
| Metric Label | Description | Formula |
|---|---|---|
| Total Submission Rate | Percentage of how often forms are completed | Form submissions / Total form views |
| Form Conversion Rate | Percentage of visitors who convert via forms | Visitor-to-prospect conversions / Total form submissions |
| Total Views | Number of form views | — |
| Total Submissions | Number of forms completed | — |
| Form Submissions | Number of form submissions | — |
| Handler Submissions | Number of forms submitted via form handler | —\ |
The metrics in the Landing Page Engagement Widget originate in the Landing Page dataset, pdLandingPage, which contains data from both sources.
| Metric Label | Description | Formula |
|---|---|---|
| Unique Views | Number of unique landing page views | — |
| Total Submission Rate | Percentage of submitted landing pages | Landing page submissions / Landing page views |
| Total Views | Number of landing page views | — |
| Total Submissions | Number of landing page submissions | — |
Multi-Touch Attribution
High-level metrics and two charts are available on the Multi-Touch Attribution dashboard. To see an attribution breakdown that works for you, select an Influence Model from the dropdown.
| Metric Label | Description | Formula | Origin |
|---|---|---|---|
| Revenue | Total revenue for won opportunities | Sum of Revenue values on Closed/Won opportunities | Multi-Touch Attribution dataset |
| Sum of Revenue Share (line graph) | Total revenue, with monthly datapoints | Sum of Revenue values on Closed/Won opportunities, grouped by the ending month | Multi-Touch Attribution dataset |
| Total Value | Total potential value for all opportunities | Sum of Revenue values for all opportunities | Multi-Touch Attribution dataset |
| Actual Cost | Total actual cost associated with selected campaigns | Sum of Actual Cost values | Multi-Touch Attribution dataset |
| ROI | Percentage of actual campaign costs compared to net revenue | ([Sum of revenue values for all campaigns – Sum of actual cost values for all campaigns] / Sum of actual cost values) | Multi-Touch Attribution dataset |
| Top Salesforce Campaigns | Total revenue, grouped by individual Salesforce campaign | — | Multi-Touch Attribution dataset |
| Revenue Share by Campaign Type | Total revenue, grouped by Salesforce campaign type | — | Multi-Touch Attribution dataset |
Account-Based Marketing
The Account-Based Marketing dashboard includes an Account Details Widget alongside pipeline, opportunity, and sales activities charts. Choose an account to filter available widgets, and see the opportunity table update with historical information associated with the selected account.
| Metric Label | Description | Formula | Origin |
|---|---|---|---|
| Pipeline Value | Sum of monetary value associated with open opportunities | Sum of Amount values on open opportunities | ABM Opportunity dataset |
| Open Opportunities | Number of open opportunities associated with the selected accounts | Count of open opportunities with an Amount value of more than $0 | ABM Opportunity dataset |
| Contacts | Number of contacts associated with selected accounts | Count of contact records | ABM Contact dataset |
| Avg. Engagement Score | Average Score among all contacts | (Sum of Score values) / (Count of contacts) | ABM Contact dataset |
| Sales Events | Number of sales activities for the selected accounts | Count of sales activities | ABM Event dataset |
Other charts—There are a few other tables and charts that appear on the Account-Based Marketing dashboard.
- Pipeline Value by Account—Horizontal bar graph showing the sum of monetary value associated with opportunities in the SQL stage.
- Engagement Score by Account—Horizontal stacked graph showing the average engagement score per account.
- Sales Events by Account—Horizontal stacked graph showing the number of sales activities.
- Opportunities: Revenue Win Percentage—Donut chart showing percent of revenue won versus lost. Uses opportunity record from Salesforce.
- Opportunities: Stage Value by Account—Horizontal stacked graph showing the sum of monetary value for each account, grouped by pipeline stage. Uses opportunity record from Salesforce.
- Opportunities: Table—Table of data associated with selected accounts: account name, opportunity name, owner name, amount, account industry, and close date. To open an action menu, click an account, opportunity, or owner name.
- Sales Activities: Time Spent on Events—Horizontal bar graph showing the sum of hours that opportunity owners have spent on activities associated with the selected accounts.
- Sales Activities: Number of Sales Events—Donut chart showing the number of activities that opportunity owners have spent on activities associated with the selected accounts.
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