What is the Revenue Impact Report
Click here to open the Advertising Revenue Impact Report or navigate to Advertising > Reports > Revenue Impact tab.
The purpose of the Revenue Impact Report is to help you understand, measure and articulate to your business how RollWorks account-based advertising helps your company generate revenue and improve your business outcomes and efficiency by comparing:
| Efficiency / Outcome Metrics | Sales Pipeline Metrics | ||
|---|---|---|---|
| Non-Ad Influenced | Ad Influenced | Total Pipeline | Ad Influenced |
|
Sales Cycle Length Opportunity Win Rate Average Opportunity Size |
Sales Cycle Length Opportunity Win Rate Average Opportunity Size |
Total Opportunities Closed-Won Opportunities Open Opportunities Lost Opportunities |
Total Opportunities Closed-Won Opportunities Open Opportunities Lost Opportunities |
Traditionally, Marketers have struggled with having a complete picture to show how marketing efforts have helped with revenue generation often missing the softer but tangible impact of investments like advertising. With long sales cycles and many touch points, B2B sales in particular are often a hard place for Marketers to show their impact.
By combining multiple sources of activity and engagement data through our proprietary platform and our many integration partners, RollWorks is able to paint an accurate picture of how prospects and customers interact with your display advertising and move down the funnel from unaware to closed won.
This data is packaged in an easy-to-read report so you can clearly see how your advertising is impacting deals, and be able to share with your team and managers the revenue impact of your advertising efforts. Additionally, if things aren’t going as planned, this report makes it easy to see specifically which parts of your sales process need attention.
Who can access
The RollWorks Revenue Impact Report is available depending on your active subscription package:
| Your Package | Revenue Impact Report |
|---|---|
| Account Based Advertising | Included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Included |
| Starter (Legacy) | Included |
| Standard (Legacy) | Included |
| Professional (Legacy) | Included |
| Ultimate (Legacy) | Included |
| Free Tier | Not included |
To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
Requirements to use this report
Before you start, read the pre-requirements to use this report effectively:
How to use this report
Step 1: Choose your date range
The date range you choose will determine which opportunities are included in the report results based on the opportunity creation date and close date.
The default date range is set to the last 90 days and you can adjust to a maximum of 2 years. We will display results as long as you have spent on advertising through RollWorks during the selected date range.
In this article, we will refer to this date range as [start date] and [end date] when we define how each metric is calculated.
Step 2: Choose which CRM to pull data from
If you have both HubSpot and Salesforce integrated with RollWorks, select which CRM you want to use as the source for this report. If you only have one CRM integrated with RollWorks we will only display that option.
Step 3: Choose the CRM Amount field to pull revenue from
By default, this report will use the standard amount field within your HubSpot Deals or Salesforce Opportunities to calculate revenue-related metrics. If your company uses custom amount fields to track revenue, we offer you the option to specify which custom amount field to use.
Carefully select the correct Amount field
You should carefully select the appropriate amount field that reflects the total revenue value recorded against an opportunity.
In the dropdown, we will show you all your custom opportunity fields that have a numerical value. These values will differ from the ones shown in the screenshot below because they are customized by your Sales Ops team. Speak to your CRM Administrator or Sales Ops team to find out the field used to capture the total value of your deals.
Step 4: Define your Ad Influence Criteria
In this step, you will configure your own definition of what counts as Ad Influenced which will determine which Opportunities are added to the Ad Influenced metrics when an Account meets the criteria:
| Efficiency/Outcome Metrics | Sales Pipeline Metrics | ||
|---|---|---|---|
| Non-Ad Influenced | Ad Influenced | Total Pipeline | Ad Influenced |
|
Sales Cycle Length Opportunity Win Rate Average Opportunity Size |
Sales Cycle Length Opportunity Win Rate Average Opportunity Size |
Total Opportunities Closed-Won Opportunities Open Opportunities Lost Opportunities |
Total Opportunities Closed-Won Opportunities Open Opportunities Lost Opportunities |
Fill in the formula below to configure your own Ad Influence Criteria.
Minimum impressions AND/OR [Minimum clicks OR Minimum conversions]
Recommendations to fill in the Ad Influence Criteria above:
- The number of impressions, clicks, and conversions are aggregated for Web + Linkedin advertising. Facebook and Instagram are excluded from this report.
- You should choose the number of minimum impressions based on your advertising budget and total spend: increase the minimum number of impressions for larger budgets and lower the number of impressions for limited budgets.
- Leave the logic as 'OR' so that an Account is considered Ad Influenced when it either meets the minimum amount of impressions or meets the minimum amount of clicks/conversions. This will result in a more lenient definition of what constitutes Ad Influenced.
- You may change the logic from 'OR to 'AND' so that both your minimum number of impressions and the minimum number of clicks/conversions are required for an Account to be considered Ad Influenced. This will result in a more strict definition of what constitutes Ad Influenced.
- When setting up the minimum number of conversions keep in mind that this number includes both CTC (click-through conversions) and VTC (view-through conversions).
- It is not possible to enter a zero as your criteria for impressions, clicks, or conversions.
Step 5: Click Apply
Click the button Apply to generate your results based on the settings you selected under settings.
Your results for the date range selected will be displayed under the sections:
- Outcomes / Efficiency
- Sales Pipeline
Step 6: Choose your HubSpot pipeline
If you are using Salesforce as your source you can skip this step.
If you are using HubSpot as your source and you have multiple pipelines configured in HubSpot you will be prompted to select which HubSpot pipeline you want to use to visualize the impact of RollWorks advertising on your revenue.
Selecting Pipeline=All Pipelines will aggregate the metrics from all your HubSpot pipelines.
Filter by Opportunity
Filtering the results based on the opportunity type allows you to filter the Revenue Impact Report by the fields that are available in your Salesforce/HubSpot. Only picklist value fields are available.
Use cases:
Remember
Below we are presenting some of the use cases for the Opportunity Filter. Remember that your CRM has unique fields and you may see different filters to choose from. For more information about the fields you are using, please contact your CRM manager.
Filtering by Account Lists wouldn't allow you to differentiate between NET new and RENEWAL opportunities. You are able to do that by using the opportunity type filter. You can filter both by default and custom fields.
Filter by Account List
Account List Sync
If you created a new Target Account List, it will take up to 24 hours for the changes to be reflected in the system before the Tartget Account List can be used to filter the Revenue Impact Report.
After you generate the report you will see No Filter Applied by default, indicating the report metrics are not being filtered in any way.
This means that the resulting metrics include any accounts, regardless if they are part of an existing Account List. For example, if you reach the account Acme Corp through a web retargeting campaign and Acme Corp is not part of any of your Account Lists, the metrics for Acme Corp will be included in the resulting metrics.
We suggest that you use the Account List filter to narrow down your results and go more granular into the data. You can select any Account List(s) or go even deeper and select specific Account Groups. Account Groups are smaller segments used to divide and organize your Account Lists.
If you wish to select all Account Groups for the specific Account List, select 'All Accounts' under the chosen Account List.
Once you select the desired Account Lists/Account Groups click anywhere outside the dropdown menu and the report will update automatically.
To remove your filters and go back to the default view click Unselect All and click anywhere outside the dropdown menu to revert changes.
Use case: using Account List/Group filters
It is important to spend a fair amount of time, looking at the revenue impact report to get insights. With the help of Account List filters, you will be able to compare results for specific Account Lists.
In the example below we want to see the impact of RollWorks ABM advertising specifically for the accounts in our SMB segment. To accomplish this we created a specific Account group for companies of SMB size and revenue, which now we can select in the Account List filter.
Analyzing the report will also allow you to identify if you are experiencing one of the common performance issues. Jump to this section to see our improvement scenarios.
Filter by Ad Activity: Channel, Campaigns and Playbooks
Thanks, to that filter, you will be able to compare your revenue impact between your campaigns (for example LinkedIn vs Web) or you can view the impact only for the particular campaigns that are of interest to you by excluding the ones that you do not wish to see considered in the metrics (for example if you have multiple product lines and wish to only see campaigns related to one of them).
The Ad Activity filter is divided into two filters:
- Filter by Channel that allows you to choose between Web or LinkedIn (by default Web+LinkedIn is selected).
- Filter by Campaigns and Playbooks where you can choose specifically the Campaigns or Playbooks that you wish to be included in the report.
Excluding campaigns from the Revenue Impact Report
To exclude specific campaigns from the report use the 'Select All' button and unselect the campaigns you do not wish to include in the report.
Save your filter and set a default filter
After selecting your desired filter criteria, you can save it by clicking 'Save as New Filter'. You can create as many saved filters as needed, and can easily toggle between different views without having to recreate the filter criteria over and over again. Your Saved Filters are available to all users in your RollWorks account.
Use a naming convention that works for you and defines your use case, such as filtering the Revenue Impact Report by ‘New Business Opportunity’ or ‘Renewal Opportunity’.
You can only have one Default Filter, but you can create an unlimited number of Saved Filters. The Default Filter will be automatically applied when you visit the ‘Revenue Impact Report’ page.
When you have multiple Saved Filters, you can toggle between them from the Saved Filters dropdown menu and can remove them whenever you want.
Metrics: Outcome / Efficiency
Metric names will differ based on your CRM
For Salesforce we use the term Opportunities for all metrics. Example: Opportunity Win Rate
For HubSpot we use the term Deals for all metrics. Example: Deal Win Rate
This article uses the term Opportunity, however, if you are using HubSpot as your CRM source for this report your metrics will use the term Deals instead of Opportunities.
| Metric | How is it Calculated for Non-Ad Influenced | How is it Calculated for Ad Influenced |
|---|---|---|
| Sales Cycle Length |
Average number of days between Opportunity open date and close date for Opportunities: → That entered Closed-Won within [start date] and [end date]. → Whose Accounts’ did not meet your Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. |
Average number of days between Opportunity open date and close date for Opportunities that: → That entered Closed-Won within [start date] and [end date]. → Whose Accounts’ met your Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. |
|
Opportunity Win Rate |
% of Closed-Won Opportunities: → That entered Closed-Won within the within [start date] and [end date]. → Whose Account did not meet the Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. Over all Non-Ad Influenced Closed Opportunities: → Closed-won + Closed-lost Opportunities that closed within [start date] and [end date]. → Whose Account did not meet Ad Influence Criteria within [start date] and before Opportunity closed date. Formula: (# Closed-won deals / (# of Closed-lost + # of Closed-won))% |
% of Closed-Won Opportunities: → That entered Closed-Won within the within [start date] and [end date]. → Whose Account met the Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. Over all Ad Influenced Closed Opportunities: → Closed-won + Closed-lost Opportunities that closed within [start date] and [end date]. → Whose Account met Ad Influence Criteria was met within [start date] and before Opportunity closed date. Formula: (# Closed-won deals with ad influence / (# Closed-lost with ad influence + # of Closed-won with ad influence))% |
|
Average Opportunity Size |
Average revenue amount for Opportunities: → That entered Closed-Won within [start date] and [end date]. → Whose Account did not meet the Ad Influence Criteria within [start date] and before Opportunity Closed-Won date. Note: this metric excludes amounts for Opportunities in Open or Lost state. |
Average revenue amount for Opportunities: → That entered Closed-Won within [start date] and [end date]. → Whose Account met the Ad Influence Criteria within [start date] and before Opportunity Closed-Won date. Note: this metric excludes amounts for Opportunities in Open or Lost state. |
Metrics: Sales Pipeline
Metric names will differ based on the CRM you choose
For Salesforce metrics, we use the term Opportunities. Example: Total Opportunities.
For HubSpot metrics, we use the term Deals. Example: Total Deals.
This article uses the term Opportunities throughout, however, if you are using HubSpot as your CRM source the term Opportunities will be replaced by Deals.
All the Sales Pipeline metrics are based on Opportunities and are available as:
$ Amounts: sum of opportunity revenue amount.
# Counts: sum of the number of opportunities.
You can switch between amounts and counts by toggling the button located next to Sales Pipeline.
| Metric | How it is calculated for Total Pipeline | How is calculated for Ad Influenced |
|---|---|---|
|
Total Opportunities |
Sum of $ Amount or # of Opportunities: → That were opened within [start date] and [end date], and can be in any stage (open, lost, won). → That were created before and remained open on the [start date].
|
Sum of $ Amount or # of Opportunities: → That were opened within [start date] and [end date], and can be in stage (lost, won, open). → That were created before and remained open on the [start date]. → Whose Accounts' met the Ad Influence Criteria. |
|
Closed-Won Opportunities |
Sum of $ Amount or # of Opportunities: That entered Closed-Won within [start date] and [end date]. |
Sum of $ Amount or # of Opportunities: → That entered Closed-Won within [start date] and [end date] → Whose Accounts’ met the Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. |
|
Closed-Won Opportunities (Opened during date range) |
Sum of $ Amount or # of Opportunities: → That were created within [start date] and [end date]. → That entered Closed-Won within [start date] and [end date].
|
Sum of $ Amount or # of Opportunities: → That were created within [start date] and [end date]. → That entered Closed-Won within [start date] and [end date]. → Whose Accounts’ met the Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. |
|
Closed-Won Opportunities (Opened before date range) |
Sum of $ Amount or # of Opportunities: → That were created before [start date]. → That entered Closed-Won within [start date] and [end date]. |
Sum of $ Amount or # of Opportunities: → That were created before [start date]. → That entered Closed-Won within [start date] and [end date]. → Whose Accounts’ met the Ad Influence Criteria within [start date] and before the Opportunity Closed-Won date. |
|
Open Opportunities |
Sum of $ Amount or # of Opportunities: → That remained open between [start date] and [end date].
|
Sum of $ Amount or # of Opportunities: → That remained open between [start date] and [end date]. → Whose Accounts’ met the Ad Influence Criteria within [start date] and the date the Opportunity was created. |
|
Open Opportunities (Opened during range date) |
Sum of $ Amount or # of Opportunities: → That were created within [start date] and [end date]. → That remained open between [start date] and [end date]. |
Sum of $ Amount or # of Opportunities: → That were created within [start date] and [end date]. → That remained open between [start date] and [end date]. → Whose Accounts’ met the Ad Influence Criteria within [start date] and the date the opportunity was created. |
|
Open Opportunities (Opened before date range) |
Sum of $ Amount or # of Opportunities: → That were created before [start date]. → That remained open between [start date] and [end date]. |
Sum of $ Amount or # of Opportunities: → That were created before [start date]. → That remained open between [start date] and [end date]. → Whose Accounts’ met the Ad Influence Criteria within [start date] and the date the Opportunity was created. |
|
Closed-lost Opportunities |
Sum of $ Amount or # of Opportunities: → That entered Closed-Lost stage within [start date] and [end date]. |
Sum of $ Amount or # of Opportunities: → That entered Closed-Lost stage within [start date] and [end date]. → Whose Accounts’ met the Ad Influence Criteria within [start date] and the date the Opportunity transitioned to Closed-Lost. |
How is Opportunity closed-won vs closed-lost status determined?
If you set the Opportunity stage type as 'Closed/Won' we will consider that opportunity as closed-won.
If you set the Opportunity stage as 'Closed/Lost' we will consider the deal as closed-lost.
If you set the Deal probability of the stage as 'Won' we will consider that deal as closed-won.
If you set the Deal probability of the stage as 'Lost' we will consider that deal as closed-lost.
View Opportunities
This feature allows you to drill down to understand which specific opportunities are included in the Advertising Revenue Impact Report.
In order to view the details of opportunities included in the Sales Pipeline, click the opportunity metric you are interested to see.
The View Opportunities feature allows you to:
Switch between desired metrics:
Search through the opportunity names, stages, and types.
Identify which of them are ad influenced and which are not.
Export the opportunity list in a CSV file.
Improvement Scenarios
In this section, we will provide common reasons and recommendations for different scenarios when the report metrics are less favorable for Ad Influenced metrics.
If your Advertising Revenue Impact Report is showing a low amount of total revenue or pipeline influenced here are some potential reasons why and our suggestions to adjust your strategy:
| Potential Reasons | Recommendations and Questions for your team |
|---|---|
|
The Accounts you are targeting with RollWorks advertising are not turning into pipeline opportunities: → Your company has a customer base of small customers so your ICP is SMB but you are targeting very large enterprise customers instead. → You are targeting a different Account List than your sales team. |
Reassess your ICP and the accounts you are targeting with account-based advertising. Upload a list of your best customers as an ICP Model to RollWorks and grade all your accounts for Fit using our ICP Fit Grade feature. Ask your team: → Are you targeting accounts that closely resemble the types of accounts you typically win business from and resemble your existing customers? → How was your target list put together? → Are you targeting the same accounts your sales team is focussing on? |
|
Potentially you could be sourcing your pipeline or deals from other sources. |
Once you understand fully your marketing channel mix, you may want to add different channels through our LinkedIn and Sales Engagement automation integrations. Ask your team: → What are your top marketing channels? → What is your percentage of spend in RollWorks among all marketing channels? → Do you reach priority accounts through other means? |
|
You may not have the budget to adequately cover your entire sales pipeline with influence. For example, you have a $10,000/month advertising budget but your pipeline is over $500M. There is a big disconnect between your pipeline amount and your budget so you cannot cover all your pipeline with this budget. |
We recommend that you spin up pipeline playbooks targeting sales-ready Journey Stages to have better pipeline coverage. Ask your team: → Do you have a separate team or budget that supports deals in pipeline? → Is your sales team using Sales Insights to better prioritize accounts they reach out to? |
|
CRM Hygiene Issues |
We recommend that you involve your SalesOps team to understand if your CRM Opportunities are maintained regularly. Click here to learn more about the most common CRM hygiene issues and possible solutions. Ask your team: → Do 100% of opportunities have value in the amount field? → Is the correct Revenue amount field selected to generate this report? |
If your Advertising Revenue Impact Report is showing a slower sales cycle for Ad Influenced pipeline than for Non-Ad Influenced, here are some potential reasons why and our suggestions to adjust your strategy:
| Potential Reasons | Recommendations and Questions for your team |
|---|---|
|
Advertising is focused on targeting larger companies with longer deal cycles. |
→ Increase the date range of the report to match the average sales cycle length of your closed won opportunities. → Examine your Account List(s) to see whether you are targeting larger companies. Try supporting smaller deal sizes if applicable. → Use additional channels (LinkedIn, Sales Engagement Automation) to help move deals along. (Note: We are not able to track your spend if you run campaigns natively on LinkedIn, so this won’t influence the report). Ask your team: → How do you segment your business and decide how to market to those segments? → Do you put more resources into larger accounts and deals? |
|
Advertising is stopped at the Opportunity creation point, not during sales pipeline conversions. For example: When the deal cycle is very long and you stop advertising at the opp creation point you might lose influence in the time range you have selected. |
Verify how long your larger deals take to close vs. your smaller deals. Ask your team: → Does your relationship with sales end at opportunity creation? → What channels do you use to support opportunities once they are in the sales pipeline? |
|
The current report metrics are calculated for all Opportunity types (net new business and renewal). Renewal Opportunities have a shorter sales cycle compared to net new logos acquired. For example: If you do not advertise to renewing customers the Non-Ad Influenced metric might look significantly lower. |
We recommend applying the opportunity filter to present only relevant opportunities that are being advertised. Ask your team: → Do you advertise to renewing customers?
|
If your Advertising Revenue Impact Report is showing lower deal amounts for Ad Influenced deals, here are some potential reasons why and our suggestions to adjust your strategy:
| Potential Reasons | Recommendations and Questions for your team |
|---|---|
|
Advertising targeting and sales outreach are not happening on the same accounts at the same time. For example, the sales team is working on one set of accounts while marketing is working on another. |
Use the Account List Builder to create dynamic Account List(s) that pull in accounts that are assigned to sales reps through CRM. In the case of a static list try updating it at least once a month. Improve your communication between marketing and the sales team on activity within key accounts. Ask your team: → How are you and the sales team deciding on which accounts to target? → How do you ensure you are targeting the same accounts at the same time that sales is working them? |
|
Misaligned ICP For example, you are not targeting the accounts that are your ideal customer profile. |
Find high-fit accounts to target using our ICP Model and ICP Fit Grade features. Enrich account lists with Fit and Intent Data. Ask your team: → Are the accounts you’re targeting reflective of the types of accounts you typically win business from and/or your customers? → What criteria did you use when creating your Account List(s)? |
|
Targeting smaller size customers |
Find additional High Fit accounts to target using our ICP Model and ICP Fit Grade features. |
If your Advertising Revenue Impact Report is showing lower win rates for Ad Influenced deals, here are some potential reasons why and our suggestions to adjust your strategy:
| Potential Reasons | Recommendations and Questions for your team |
|---|---|
|
Advertising targeting and sales outreach are not happening on the same accounts at the same time. For example: The sales team is working on one set of accounts while marketing is working on another. |
Add customer case studies or testimonials to pipeline campaigns. Build out a competitive Keyword Intent cluster to help Sales understand which competitors they are up against. Use the Account List Builder to create dynamic Account List(s) that pull in accounts that are assigned to sales reps through CRM. In the case of a static list try updating it at least once a month. Improve your communication between marketing and the sales team on activity within key accounts. Ask your team: → What are the top reasons you lose deals? → What collateral can you promote to address these reasons? |
|
Misaligned ICP For example, you are not targeting the accounts that are your ideal customer profile. |
Find additional high-fit accounts to target using our ICP Model and ICP Fit Grade features. Enrich account lists with Fit and Intent Data. Ask your team: → Are the accounts you’re targeting reflective of the types of accounts you typically win business from and/or your customers? → What criteria did you use when creating your Account List(s)? |
CRM Hygiene Issues
Below are the most common CRM hygiene issues we have observed that may impact the Revenue Impact report metrics:
We have observed customer CRMs with opportunities that have a closed date before the created date. This may occur due to data migration issues or your sales organization overriding the original creation date.
If your opportunities closed date predates the open date, this will impact your report metrics. We advise maintaining consistent processes for setting date values to opportunity fields and when importing data as part of any migration via API or data loader.
We have observed customers may set an opportunity to a closed stage but later may change back to the same opportunity to an Open stage.
We have observed customers not always filling out the amount value against 100% of opportunities. This may be because when an opportunity is created the sales rep does not have sufficient insight into the potential amount value of the opportunity until later in the process.
Missing amount value will impact all Sales Pipeline amount metrics. Open Pipeline Amount is impacted if new opportunities are the ones that are missing an amount field value.
We have observed customers not always filling out the amount value against 100% of closed-won opportunities.
Missing Closed-Won opportunity amount field will impact Closed-Won Opportunities, Closed-Won Opportunities (opened during date range), Closed-Won opportunities (opened before date range) amount metrics.
Revenue Impact Report FAQs
What type of advertising campaigns are included in this report?
The report will take into account advertising spend targeted towards Accounts. Because our advertising campaigns on Facebook/Instagram are not grouped at an account level they are excluded from this report. We will only include Ad Influenced data for Opportunities whose accounts have hit the influence criteria, hence Facebook spend is not being considered in this report.
Can I filter by net new business (new logo acquisition) vs renewals?
Yes, we do allow filtering by Opportunity Type. Please go to this section of this article to learn more.
Can I remove clicks and conversions from my Ad Influence Criteria?
No, you must enter at least 1 click and 1 conversion in your Ad Influence Criteria, for an Account to be considered Ad Influenced. Conversions include both CTC and VTC.
What 'Closed Date' in View Opportunities section stand for?
Closed date refers to the date on which the deal closed. We pull this field from the CRM's opportunity/deal object. Setting future dates for closed date is not ideal and can add noise to their reporting data.