Revenue Impact Report

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

Click here to open the Advertising Revenue Impact Report or navigate to Advertising > Reports > Revenue Impact tab.

 

Who can access

The RollWorks Revenue Impact Report is available to all contracted customers with an active package.

To find your current package, 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.

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:

 

Filter by Account List

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 filters

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	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

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?