The Account-Based Advertising Report
The Account-Based Advertising 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 RollWorks. The Account-Based Advertising Report assembles metrics when RollWorks have served impressions to accounts included in the Account Lists and Account Groups you select in the filter to help you understand the revenue impact at the Account level along with pipeline engagement.
To access this report log in to RollWorks and go to Advertising > Reports and click the tab Account-Based.
Who can access
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, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
Filter by Account List or Campaign
Filters
You will see the campaign filter only if you are running at least one RollWorks Account Targeting Campaign or one RollWorks Retargeting Campaign. The filter will not be available if you are only running RollWorks Advertising Playbooks or other types of campaigns not mentioned above.
Use the Account List Filter (Recommended)
Click Filter by and choose Account Lists to pick which specific Account List(s) you want to measure. You can specify one or more Account Groups within the Account List(s) selected.
Your report results will include all your campaigns and playbooks
When filtering by accounts the report will aggregate data from all Web and LinkedIn campaigns and Playbooks which have served impressions to the accounts on the selected Account Lists.
Use the Campaign Filter
Choose Campaigns to filter your report to the Account-based impact of specific Account Targeting Campaigns and Website Retargeting Campaigns.
Toggle 'Enrich Accounts Data' to include/exclude Web Retargeting Campaigns:
- ON - Spend from Web Retargeting Campaigns that could be tied back to an account will be added to the report.
- OFF - Spend from Web Retargeting Campaigns that could be tied back to an account won't be added to the report.
When you toggle on the ‘Enrich Accounts Data’ it updates all metrics (Accounts Targeted, Accounts Reached....) with data from Web Retargeting only if there is an account in a Retargeting campaign that was targeted through an Account Targeting campaign as well.
For example :
Retargeting campaigns reach Adidas & Nike.
In the Account Targeting campaign, the TAL consists of Adidas but not Nike.
When we click ‘Enrich Accounts data’, only data related to Adidas will appear on the dashboard because Adidas was part of a selected Account Targeting campaign.
Report date range
At the top right corner of the Account-Based Advertising Report, select a date range or preset custom range.
- Date Range selection:
- Custom Range selection:
Account engagement metrics
The Account-Based Report 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.
| 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 of accounts 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
☰ View Engagement Metrics
Revenue Impact and Pipeline
Influenced Opportunity & Revenue metrics require the Salesforce Integration
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.
| Metric | Definition | How it is calculated |
|---|---|---|
| Spend | Amount spent on the selected filter for Account Lists/Groups or Campaigns during the date range. |
Sum of all spend towards selected account lists including:
|
| Total Spend | Amount spent on the selected filter for Account Lists/Groups or Campaigns during the date range. |
Sum of all spend by a customer on the RW platform including:
|
| New Influenced Opportunities |
Revenue from open opportunities that were created in the selected date range after experiencing one or more of your defined Influenced Criteria. |
Opportunities that were created during the selected time period (date range) whose accounts received at least X impressions or X clicks during the time period + X days (look back period) before the time period. |
| New Influenced Revenue |
Revenue from closed-won influenced opportunities in the selected date range after experiencing one or more of your defined Influenced Criteria. |
Sum of amount value from opportunities that were created during the selected time period (date range) whose accounts received at least X impressions or X clicks during the time period + X days (look back period) before the time period. |
Drill down to see the opportunity level metrics by clicking on the ☰ icon:
New Influenced Opportunity and New Influenced Revenue Criteria
By default, RollWorks defines a New Influenced Opportunity and New Influenced Revenue based on Salesforce 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.
You can change the default logic that calculates New Influenced Opportunity and New Influenced Revenue by clicking the gear icon ⚙️ Set Up Criteria.
Good to know:
Changing the criteria will not affect the Spend or Total Spend amount. Those will always be defined by the date range only.
Most engaged accounts reached
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. |
Click ☰ view Engagement metrics to open a full list of Engaged Accounts.
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 on the same day. This report will be filtered based on the report filters and report date range you selected.
Click Customize to add additional metrics to your report.
Click Export to download a CSV file.
Account Website Activity data
Anywhere in the RollWorks platform, you can click on 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:
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.
Export report data
Yes. First click one of the ☰ icon available:
- ☰ View Ad Metrics
- ☰ View Engagement Metrics
- ☰ View New Influenced Opportunity Metrics
Exporting New Influenced Opportunity Metrics
In order to export data for New Influenced 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.
On the next page you will the list of Accounts and you can click 'Export'
FAQ
Does the Account-Based Advertising Report include data from all campaigns?
The dashboard aggregates data from all Playbooks, Web Campaigns, and LinkedIn Campaigns.
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 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.
Discrepancies between Salesforce reports and RollWorks reports
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 the 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.
Watch Video Lessons
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