Now that you have launched your ABM playbooks and campaigns, it's time to measure the performance and business impact of your programs using the following reporting sources.
Native Reports
| Report Name | Description | Resources |
|---|---|---|
| Advertising Engagement Report | The Advertising Engagement Report measures the impact of your Account-Based strategy across multiple advertising and revenue performance metrics. This report aggregates data from your Website Campaigns, Website Playbooks, and LinkedIn Campaigns launched in the AdRoll ABM platform. | Understand your Advertising Engagement Report |
| Playbook Summary Page | Understand account-based metrics such as Accounts Reached, Accounts Visited, Account Engaged, and the number of unique visitors/page views in the Campaigns and Playbooks tab. | Measuring Playbook Performance |
| Campaign Summary Page | On the main campaign page, you will find the campaign summary page, which includes an overview of how your social campaigns are performing. (Facebook, Instagram, LinkedIn.) | Campaign Summary Page |
Salesforce Reports
The integration with Salesforce will sync advertising and identification data to Salesforce on a daily basis. Upon the initial installation, 5 out-of-the-box reports will be automatically created for you. We suggest that you start by getting familiar with these default reports before you start customizing them or creating your own.
AdRoll Account Advertising L90 days
Customizable report that surfaces spend, impression, click, and conversion data for accounts targeted in the AdRoll ABM platform. This report will show any contacts with at least 1 impression in the last 90 days, grouped by Account Owner.
- Account Owner - The report is grouped by this field
- Account Name
- Account Website
- Account Ad Spend in the last 90 days
- Account Ad Impressions in the last 90 days
- Account Ad Clicks in the last 90 days
- Account Conversions in the last 90 days (sum of all conversions, both attributed and not attributed to the AdRoll ABM platform)
- Account View-Through Conversions (VTC) in the last 90 days (only attributed to the AdRoll ABM platform)
- Account Click-Through Conversions (CTC) in the last 90 days (only attributed to the AdRoll ABM platform)
- AdRoll Aggregated Data ID - click this hyperlink to see the RW record for a specific Account
The advertising metrics above are aggregated for each account for the last 90 days. For each AdRoll advertising metric above, we provide 3 different custom fields to replicate this report using different look-back periods: last 7 days, last 30 days, and last 90 days.
AdRoll Contact Advertising L90 days
Customizable report that surfaces spend, impression, click, and conversion data for contacts targeted in the AdRoll ABM platform. This report will show any contacts with at least 1 impression in the last 90 days, grouped by Account Name.
- Account Name - The report is grouped by this field
- Contact Name, Contact Last Name
- Contact Title
- Contact Email
- Contact Ad Spend in the last 90 days
- Contact Ad Impressions in the last 90 days
- Contact Ad Clicks in the last 90 days
- Contact Conversions in the last 90 days (sum of all conversions, both attributed and not attributed to the AdRoll ABM platform)
- Contact View-Through Conversions (VTC) in the last 90 days (only attributed to the AdRoll ABM platform)
- Contact Click-Through Conversions (CTC) in the last 90 days (only attributed to the AdRoll ABM platform)
- AdRoll Aggregated Data ID - click this hyperlink to see the RW record for a specific Contact
The advertising metrics above are aggregated for each contact for the last 90 days. For each AdRoll advertising metric above, we provide 3 different custom fields to replicate this report using different look-back periods: last 7 days, last 30 days, and last 90 days.
AdRoll Lead Advertising L90 days
Customizable report that surfaces spend, impression, click, and conversion data for leads targeted in AdRoll grouped by Account Owner. This report will show any leads with at least 1 impression in the last 90 days.
- Lead Name, Lead Last Name
- Lead Title
- Lead Email
- Ad Spend in the last 90 days
- Ad Impressions in the last 90 days
- Ad Clicks in the last 90 days
- Conversions in the last 90 days (sum of all conversions, both attributed and not attributed to the AdRoll ABM platform)
- View-Through Conversions (VTC) in the last 90 days (only attributed to the AdRoll ABM platform)
- Click-Through Conversions (CTC) in the last 90 days (only attributed to the AdRoll ABM platform)
- AdRoll Aggregated Data ID - click this hyperlink to see the RW record for a specific Lead
The advertising metrics above are aggregated for each lead for the last 90 days. For each AdRoll advertising metric above, we provide 3 different custom fields to replicate this report using different look-back periods: last 7 days, last 30 days, and last 90 days.
AdRoll Sales Insights Spiking Account
Only after you have completed the initial setup of Sales Insights and you have assigned Sales Insights seats to your sales team, this report will begin populating data. The AdRoll Sales Insights Spiking Account report will show you a list of Accounts spiking based on our proprietary account spike data science model, showing accounts with increased levels of engagement compared to a previous 3-business-day baseline. Learn how Account Spikes are calculated here.
This report is grouped by Account Owner and includes the following columns:
- Account Owner - The report is grouped by this field
- Account Name
- Account Website
- Spike Level - Website and advertising engagement level for the account compared to a prior activity, calculated based on our proprietary Account Spike data science model.
- Spike Reason - The specific engagement actions that occurred leading to the last Account Spike, calculated based on our proprietary Account Spike data science model.
- Spike Date - Last date an Account Spike in website and ad engagement was captured for the account. Calculated based on our proprietary Account Spike data science model.
- Spike: Number of Matched Contacts - Number of contacts that contributed to the Account Spike event. If we are able to match the Spike for this Account to any of your existing CRM contacts at the moment the Spike happened this field will indicate how many contacts were matched. if we are not able to match a contact this field will be 0. Please note that we only match 'Spike: Number of Matched Contacts' against contact records, leads are excluded.
- AdRoll Aggregated Data ID - click this hyperlink to see the RW record for a specific Account
AdRoll Account Insights
Customizable report that surfaces fit, intent, engagement, and other account data based on configurations in the AdRoll ABM platform. This report is filtered to show only Accounts that are on a specific Journey Stage. If the Journey Stage is blank, they will not appear in this report.
- Account Owner - The report is grouped by this field
- Current Journey Stage - Journey Stage the account is currently in. Journey Stage will not be synced if the Account does not meet the criteria of any of your stages. Learn more about Journey Stages here.
- Account Name
- Account Website
- Account Very High Intent Keywords in the last 7 days - This field will show you which keyword the account is demonstrating a Very High level of intent. Very High level means the account is consuming content related to that keyword in the top 1% of all other keywords tracked by us.
- Account Count of Very High Intent Keywords in the last 7 days - Number of keywords the account is surging with Very High Intent in the last 7 days. Very High level means the account is consuming content related to that keyword in the top 1% of all other keywords tracked by us.
- Account High Intent Keywords in the last 7 days - This field will show you which keyword the account is demonstrating High level of intent. High Level means the account is consuming content related to that keyword in the top 10% of all other keywords tracked by us is demonstrating intent at a High level.
- Account Count of High Intent Keywords in the last 7 days - Number of keywords the account is surging with Very High Intent in the last 7 days. High Level means the account is consuming content related to that keyword in the top 10% of all other keywords tracked by the AdRoll ABM platform. The account is demonstrating intent at a High level.
- Account Page Views in the last 90 days - Count of all Page Views for an Account during the specified look-back days.
- Account Unique Visitors in the last 90 days - Count of Unique Visitors for an Account during the specified look-back days.
- ICP 1 Name - Name of the Ideal Customer Profile (ICP) associated with a fit grade. Learn how we determine ICP Fit Grade here.
- ICP Fit Grade - Fit grade from A to F used to score the account based on the account's resemblance to your ICP model.
- AdRoll Aggregated Data ID- click this hyperlink to see the RW record for a specific Account
In addition to the 5 out-of-the-box reports, your CRM admin can build custom reports for you. Share the resources below with your CRM Admin:
| Resource | Description | How to |
|---|---|---|
| Data is available in Salesforce custom objects to build custom reports |
We will automatically create custom objects and custom fields in your Salesforce instance to write advertising and identification data. The custom objects and custom fields containing data are linked directly to your Account, Contact, and Lead records in Salesforce. |
AdRoll data available in Salesforce custom objects |
Upon initial installation of the AdRoll ABM App for Salesforce, an 'out-of-the-box' Dashboard called AdRoll: Account Engagement & Priority Dashboard will be automatically created under the Dashboard section of your Salesforce instance.
To reach the new AdRoll Custom Dashboard, log in to Salesforce and go to Dashboards > All Folders > AdRoll Custom Dashboards > AdRoll: Account Engagement & Priority Dashboard.
By default, the 'out-of-the-box' Dashboard is accessible for all Salesforce users with view-only access.
Click here to learn more about the reports available.
HubSpot Reports
The integration with HubSpot enables you to view advertising performance and ad-influenced revenue directly in HubSpot to measure the impact of your ABM program.
You will have the ability to create reports and dashboards in HubSpot using our step-by-step instructions or your own requirements. This article includes all our data fields synced to HubSpot properties.
Your CRM Admin must create reports from scratch
Upon completing the HubSpot integration, reports and dashboards are not automatically created. Contact your CRM administrator to create and share the reports in this article with your team.
| Dashboards recommended | Reports recommended | How to use them |
|---|---|---|
| RollWorks Account Engagement Dashboard |
|
Use our data to understand how the Companies in your HubSpot CRM are engaging with your site and your ads. Understand how Companies are progressing down the funnel with Journey Stages and how they fit your Ideal Customer Profile. |
| RollWorks Revenue Impact Dashboard |
|
Use our data to understand how your paid media spend is driving your sales pipeline. See the number of ad impressions served for each Deal stage of your sales pipeline, and understand what pipeline conversions have helped drive closed Won deals. |
| RollWorks Account Spike Dashboard |
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See what Companies are showing the highest web engagement, or as we call it: Spike. “Spike Level” will rank the level of engagement shown by the Company (High🔥🔥🔥, Medium🔥🔥, or Low🔥). “Spike Date” will let you know when the engagement occurred. “Last Spike has Matched Contacts” will indicate if we have been able to de-anonymize the visitor against your Contacts. |