The RollWorks Advertising Engagement Report evaluates your Account-Based strategy using various advertising metrics. It combines data from your Website Campaigns, Website Playbooks, and LinkedIn Campaigns within RollWorks. The report compiles metrics when impressions are served to accounts in the Account Lists and Account Groups you choose in the filter, helping you assess your Account reach and engagement.
To access the report, log in to RollWorks, then navigate to Advertising > Reports and select the Engagement tab.
Who can access
The RollWorks Advertising Engagement Report is available to customers on any paid package.
| Your Package | Advertising Engagement Report |
|---|---|
| Account Based Advertising | Included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Included |
| Starter (Legacy) | Included |
| Standard (Legacy) | Included |
| Professional (Legacy) | Included |
| Ultimate (Legacy) | Included |
| Free Tier | Not included |
To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
Filters available
You will see the Campaign filter only if you have at least one active Account Targeting Campaign or a Web Retargeting Campaign.
The filter won't be available if you're only running Playbooks or other types of campaigns.
Filter by Account List (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.
When filtering by Account List, the report will combine data from all Web Campaigns, LinkedIn Campaigns, and Playbooks which have served impressions to the accounts on the selected Account Lists.
Filter by Campaign
Click Filter by Campaign and select the Campaign(s) to filter your report to the Account-based impact of specific Account Targeting Campaigns.
Toggle on Website Retargeting Campaigns under Enrich Accounts Data to include Web Retargeting Campaigns in the report results.
'Enrich Accounts Data' Web Retargeting Campaigns
- Toggled on - Spend from Web Retargeting Campaigns that could be tied back to an account will be added
- Toggled off - Spend from Web Retargeting Campaigns that could be tied back to an account will be excluded
Using this toggle will update all report metrics to include data from Web Retargeting Campaigns only if there is an account in a Retargeting campaign that was targeted through an Account Targeting campaign as well.
For example:
- A Web Retargeting Campaign reaches Adidas & Nike.
- In the Account Targeting Campaign, the Account List consists of Adidas but not Nike.
When you toggle on Enrich Accounts data only data related to Adidas will appear on report results because only Adidas was part of a selected Account Targeting campaign.
Select a Date Range
At the top right corner select a Custom Range or a preset date range: Last 7, 14, 30 days or Current Quarter
Date Range selection:
Custom Range selection:
Account engagement metrics
The reports includes a snapshot of your Accounts by their level of engagement:
Accounts Reached > Accounts Visited > Accounts with +3 Page Views
Be sure to use filters and select a date range to ensure you are looking at the right group of accounts and timeframe.
| Accounts Reached | Accounts Visited | Accounts with +3 Page Views |
|---|---|---|
| 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. We also show what percentage of the Accounts Reached are Accounts Visited. In the example above it's 196 out of 880 which is 22.3%. | Number of accounts that were served at least one ad and visited at least three pages on your website. |
1. What percentage of the Accounts Reached are Accounts Visited. In the example above it's 196 out of 880 which is 22.3%.
2. What percentage of the Accounts Visited are Accounts with +3 Page Views. In the example above it's 114 out of 196 which is 58.2%
Drill down to see the specific accounts on each account engagement level category by clicking:
☰ View Ad metrics
☰ View Engagement Metrics
Most engaged accounts reached
By default, the RollWorks Advertising Engagement 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 Columns 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
On the next page you will the list of Accounts and you can click 'Export'
FAQ
Does the RollWorks Advertising Engagement 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 RollWorks Advertising Engagement Report vs the RollWorks ABM App on Salesforce?
Both the RollWorks Advertising Engagement 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.