Getting Started with Salesforce Custom Reports


After installing the RollWorks Salesforce ABM App, you can navigate to the RollWorks Analytics tab for our out-of-the-box reporting on RollWorks campaign performance in Salesforce. 


With that said, we know that every customer's Salesforce org is different, and you may want to include additional filters and views to RollWorks data unique to your marketing and sales organizations. For this reason, RollWorks exports and stores platform data to easily be configurable in native Salesforce reports and dashboards. Furthermore, our Salesforce app comes pre-loaded with 4 Salesforce report templates to help you get started in building custom reports for your organization. 

You can find these report templates in the RollWorks Custom Reports folder within Salesforce Reports.


RollWorks Custom Reports are accessible in both Salesforce Classic and Lightning


Sharing the RollWorks Custom Reports Folder

Before users can access and customize RollWorks report templates, they must first be shared by your Salesforce Admin. The steps below must be completed by your Salesforce System Admin.

If you are using Salesforce Lightning, please click here for Lightning specific instructions on sharing Report Folders.

Step 1: Edit Custom Reports folder

In the native Salesforce Reports tab, search for the folder provided by our RollWorks ABM App labeled "RollWorks Custom Reports". Hover over the folder so the pin icon is displayed and click "Share".



Step 2: Share Folder with User Groups

Next, select which groups you'd like to share access to the reports folder with. We recommend sharing with all marketing and sales related groups that will be utilizing the RollWorks platform.



Step 3: Save and Assign Permission Sets

After sharing access with your marketing and sales user groups, click "Done". At this point, any user assigned either the RollWorks Admin or RollWorks User permission sets will have access to this report folder. For more information on how to assign RollWorks app permission sets, click here.


Best Practices for Customizing Reports

Adding custom Columns and Filter

To begin customizing RollWorks Salesforce reports, click into a report template and click the "Customize" button. From there, you can add in any additional fields related to the report object as columns or filters to ensure the report meets your business needs. One example of a filter to include in your Influenced New Opportunities Report would be filtering on Opportunity Type field. This way you can separate out RollWorks New Influenced Opportunities that are new customers vs. existing customer renewals.


Always "Save As" to Make a Copy

Next, Always make sure to create a copy of the custom report template to make sure that other users in your org can still reference the templates for later. To do this, make sure to click "Save As" after customizing your report to give it a custom name, description, and save to a custom folder if necessary.


Add to Existing Dashboards

Finally, add your custom reports to existing dashboards to ensure Sales and Marketing teams can view RollWorks custom reports in existing team workflows. After saving your custom report, simply access the dashboard where you want to add a RollWorks custom report, add it as a new component to the dashboard, and click save!


Lead Summary Report

The first report template you'll find in the RollWorks Custom Reports folder is the Lead Summary Report. The Lead Summary Report template summarizes the performance of RollWorks advertising campaigns against Lead records in Salesforce. 

Pulling from data in the RollWorks User Summary custom object, this report will summarize the Impressions, Clicks, Spend (Impression Costs), Click-through Conversions (CTC), and View-through Conversions (VTC) data per Lead record over the Tracking Data Timeframe window (default 30 days) grouped by Lead Status field. 


This template report on Leads engaging with RollWorks advertising campaigns and includes the additional Lead fields Lead: Company and Lead: Email as columns by default. 

Furthermore The top chart of the Lead Summary Report shows breaks down the count of lead records engaging with ads per Lead Status.



Contact Summary Report

The next report template you'll find in the RollWorks Custom Reports folder is the Contact Summary Report. This report template summarizes the performance of RollWorks advertising campaigns against Contact records in your Salesforce. 

Like the Lead Summary Report, the Contact Summary report pulls from data from the RollWorks User Summary custom object to summarize the Impressions, Clicks, Spend (Impression Costs), Click-through Conversions (CTC), and View-through Conversions (VTC) data per Contact record over the Tracking Data Timeframe window (default 30 days). This report template includes the Contact: Title field and is grouped by Account Name field to aggregate multiple contacts engaging under the same account engaging with ad campaigns.



Account Summary Report

Next is the Account Summary Report. Instead of being user/email based, this template summarizes the performance of RollWorks advertising campaigns against Account records in Salesforce. 

Unlike the previous two templates, the Account Summary report pulls from data in the RollWorks Account Summary custom object to summarize the Impressions, Clicks, Spend (Impression Costs), Page View, Click-through Conversions (CTC), and View-through Conversions (VTC) data per Account record over the Tracking Data Timeframe window (default 30 days). 


The template is group by Account Owner field to provide a breakdown of account engagement by Sales rep. Furthermore, the summary chart at the top of the template shows the sum of impressions served on accounts by Account Owner.



Influenced New Opportunities Report

Reporting on new Opportunities influenced by RollWorks is a key metric in measuring the success of your account based tactics and the success of the RollWorks platform. Influencing net-new opportunity creation at target accounts helps marketers validate how RollWorks is impacting key downstream sales metrics like Opportunities created, pipeline revenue, and closed won revenue.

Calculating Influenced New Opportunities

By default, RollWorks definition of Influenced New Opportunities is any new opportunity created within 90 days of the Account being shown at least 1 impression from advertising campaigns. With that said, you can customize the definition of RollWorks influence on opportunities by utilizing the New Opportunity reporting in RollWorks platform measurement. For more information on how to set this up, please reach out to your dedicated account manager.

Influenced New Opportunities Custom Report

To start, the funnel chart above the report will show you the count of New Influenced Opportunities by stage so you can see a breakdown of early vs. late stage influenced opportunities.


Scrolling down to the report itself, you will get a tabular view of all the Influenced New Opportunities grouped by Opportunity Stage field with additional columns for Account Name, Opportunity Name, Opportunity Type, and Opportunity Amount

The next columns you'll see are the influence metrics columns. This includes Influenced Impressions, Influenced Clicks, Influenced CTC, Influenced VTC, and Influenced Page Views. These columns summarize the deliveries from ad campaigns against the account before the net new opportunity was created and answer the question of "what" the influence from RollWorks. 


If you have any additional questions about the RollWorks Platform or our custom reporting capabilities, please reach out to your dedicated customer support representative for more info.

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