Account-Based Advertising Report

What is the Account-Based Advertising Report?

The Account-Based Advertising Report measures the impact of your Account-Based strategy across multiple advertising and influenced revenue performance metrics. This reports aggregates data from your Web Campaigns, LinkedIn Campaigns, and Web Playbooks which have served impressions to the accounts on the selected Account Lists and Account Groups to help you understand the revenue impact at the Account level along with pipeline engagement.

This report excludes data from RollWorks Campaigns launched on Facebook and Instagram.

 

Who is eligible to access the Account-Based Advertising Report?

The Account-Based Advertising Report is available to customers on any of our paid subscription packages: Starter, Standard, Professional, or Ultimate.

To find your current subscription package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage. If you do not have an active package you will not see 'Plans & Usage'.

 

How do I access the Account-Based Advertising Report?

Login to RollWorks and go 'Advertising' > 'Reports' > 'Account-Based' to view your Account-Based Advertising Report.

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How do I filter my Account-Based Advertising Report?

Use 'Filter by' to filter your report by Account Lists or Campaigns: 

      • Choose 'Account Lists' to filter by Account Lists. You can specify one or more Account Groups within the Account Lists selected.

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      • Chose 'Campaigns' to filter your report for one or more Campaigns. Here you can toggle off-Web Retargeting Campaigns to exclude them from your report.

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How do I select the date range for my Account-Based Advertising Report?

At the top right corner of the Account-Based Advertising Report, select a date range or preset custom range:

  • Date Range selection:

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  • Custom preset time range:

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How do I see Engagement metrics for my targeted Accounts?

The Account-Based Reports includes a snapshot of your Accounts by their level of engagement:

Total Accounts, Accounts Reached > Accounts Visited > Accounts Engaged

Be sure to use the report filters and date range to ensure you are looking at the right timeframe and group of accounts.

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Total Accounts

Accounts Reached

Accounts Visited

Accounts Engaged

Number of accounts that existed within the date range on the selected filter for Account Lists/Groups or Campaigns. Number of accounts from the accounts targeted that were served at least one ad. Number of accounts that were served at least one ad and visited at least one page on your website.

Number that were served at least one ad and visited at least three pages on your website.

 

Drill down to see the specific accounts on each account engagement level category by clicking:

 ☰ View Ad metrics

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 ☰ View Engagement Metrics

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How do I see the Revenue Impact and Pipeline Engagement for my targeted Accounts?

Before you continue:

🚨 In order to see the revenue impact of your RollWorks Advertising strategies on your Opportunity pipeline you must have Salesforce integrated with the RollWorks platform so that we can ingest your Account and Opportunity data. Click here to learn more about the Salesforce integration.

 

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Spend New Influenced Opportunities New Influenced Revenue
Amount spent on the selected filter for Account Lists/Groups or Campaigns. Revenue from open opportunities that were created in the selected date range after experiencing one or more of your defined Influenced Criteria. Revenue from closed-won influenced opportunities in the selected date range after experiencing one or more of your defined Influenced Criteria.

 

Drill down to see the opportunity level metrics by clicking on the ☰ icon:

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How do I customize my own criteria to define Influenced Opportunities?

Before you continue:

🚨 In order to see the revenue impact of your RollWorks Advertising strategies on your Opportunity pipeline you must have Salesforce integrated with the RollWorks platform so that we can ingest your Account and Opportunity data. Click here to learn more about the Salesforce integration.

 

Click the gear icon ⚙️  to set up the criteria to define New Influenced Opportunities and influenced Revenue.

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By default, RollWorks defines an influenced opportunity and influenced revenue as opportunities that were created when: 

  • The account was served at least 1 ad impression from RollWorks OR the account has clicked at least 1 ad served from RollWorks.
  • The ad impression or click happened 14 days before an opportunity was created in Salesforce.

Note: you can edit these thresholds by clicking on the gear icon

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How do I see my top engaged Accounts?

 

By default, the Account-Based Advertising Report will surface your top 5 Accounts by Unique Visitors, Engaged Visitors, and Page Views.

Unique Visitors Engaged Visitors Total Page Views
Number of unique visitors from all Accounts Reached. Number of unique visitors who viewed at least 3 pages on your website from all your Accounts Reached. Number of page views from all your Accounts Reached.

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How do I see all my engaged Accounts?

Click ☰ view Engagement metrics to open a fill list of Engaged Accounts.

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On the next page, you will see a list of all your Engaged Accounts Reached including Accounts from your account list that were served an ad and visited your site in the same day. This report will be filtered based on the report filters and report date range you selected.

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Click 'Customize' to add additional metrics to your report.

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Click 'Export' to download a CSV file.

 

How do I see Website Activity data for a specific Account? 

Anywhere in the RollWorks platform you can click into a specific Account to see their website activity data. This feature provides account engagement details that:

  • Empower your Marketing & Sales teams to tailor communications based on the pages your target accounts are engaging with.
  • Identify the pages your target account is visiting the most.

Toggle between 'Website Activity' and 'Journey' numbers:

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In the Website Activity report, you can review total website activity from an account (All Traffic) and website activity from an account that occurred after being served an ad.

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How do I export the data from the Account-Based Advertising Report?

Yes. First click one of the ☰ icon available:

  •  ☰ View Ad Metrics
  •  ☰ View Engagement Metrics
  •  ☰ View New Influenced Opportunity Metrics
      • 🚨  In order to export data for New Inclueced Opportunity Metrics, you must have Salesforce integrated with the RollWorks platform so that we can ingest your Account and Opportunity data. Click here to learn more about the Salesforce integration.


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On the next page you will the list of Accounts and you can click 'Export'

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Account-Based Advertising Report FAQs

Does the Account-Based Advertising Report include data from all campaigns?

The dashboard aggregates data from all Playbooks, Web Campaigns, and LinkedIn Campaigns. Facebook and Instagram Campaigns are not included.

If you wish to exclude specific Campaigns you can use the report filters by Campaign.

 

Where can I find information on leads and conversions?

The Granular Conversion report helps you understand the channels, campaigns, and ads that influence your conversions. Go to 'Advertising' > 'Reports' > 'Scheduled Reports' and select the Granular Conversion from the list.

 

What metrics can I see in the Account-Based Advertising Report vs the RollWorks ABM App on Salesforce?

Both the Account-Based Advertising Report in the RollWorks platform and the Salesforce Custom Reports available in Salesforce can report on:

  • Media metrics: spend, impression, clicks, and conversions.
  • Pipeline & engagement metrics: influenced opportunities and page views.

🚨  The data between the Salesforce Custom Reports available in the ABM App vs the data in the Account-Based Advertising Report in the RollWorks platform may not match exactly.

Engagement data such as Unique Visitors and Engaged Visitors are not available in the existing Salesforce Custom Reports. However, you can access these data points from the Account-Based Advertising Report and from the Sales Insights feature.

 

Can I see historical performance for an account after removing it from an Account List or Account Group?

If an account is deleted from an Account List or an Account Group we will continue to surface historical spend data up until the date of the removal.  

 

Can I see the exact pages an account has engaged with on our website?

Yes, click into an Account to open their Website Activity report. You will be able to review and export the number of Unique Visitors and Page Views tied to individual URL pages on your website where your RollWorks Pixel is placed.

In the Website Activity report, you can review total website activity from an account (All Traffic) and website activity from an account that occurred after being served an ad.

 

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