RollWorks Data Available in Salesforce

  Contact your Salesforce Administrator

Before users can see RollWorks data directly in Salesforce your CRM Administrator must complete all the steps in this initial installation guide, which includes installing and authorizing the RollWorks ABM app, initiating the sync, adjusting user permissions, adding RollWorks fields to your Account page layout and adding the Sales Insights widget to your Account page layout. If you cannot see some of the data fields documented in this article reach out to your Salesforce Administrator to verify you have the proper permissions and that the integration is set up correctly.

 

RollWorks Custom Objects in Salesforce

After completing the initial Salesforce Integration steps, RollWorks will automatically create custom objects and custom fields in your Salesforce instance to write advertising and identification data. You can build reports and dashboards in Salesforce and trigger workflows using this RollWorks data.

The custom objects and custom fields containing RollWorks data are linked directly to your Account, Contact, and Lead records in Salesforce.

Salesforce Custom Object Definition
'RollWorks Account Data' Aggregates RollWorks account identification data linked to the corresponding Account record.
'RollWorks Advertising' Aggregates RollWorks advertising performance metrics and engagement metrics (i.e. page views, ad clicks, conversions, etc) that were tracked for the corresponding Account record.
'RollWorks Keyword Intent'
Contains the last Intent Keyword and Level for the corresponding Account record.
'RollWorks User Summary' Aggregates RollWorks data linked to the corresponding Contact and Lead records.

 

How do we match RollWorks data to Salesforce Accounts

RollWorks will write data to the custom objects above, then the field Website in your Salesforce Standard Account object is used to match the company domain between the RollWorks custom object and your Standard Salesforce account record.

In Salesforce In RollWorks

We use the domain entered under the 'Website' field in your Standard Salesforce Account Object as the lookup field to match your existing Salesforce Account records to the RollWorks database of accounts.

unnamed (1).png

We use the domain associated with the account in the RollWorks database.

domain in RW.png

If 'website' in Salesforce is blank or incorrect

If the 'Website' field in your Salesforce Account record is blank or is not filled out correctly, we will not be able to recognize a match between the RollWorks database of accounts and your Salesforce account records.

If the same ‘website’ is used across multiple Salesforce account records
If multiple Salesforce Standard Account records have the same domain under the 'Website' field, we will match to the Standard Account record with the most recent last activity date.

 

When do we write Contact data to RollWorks Custom objects

RollWorks will match contact-level data to the 'RollWorks User Summary' custom object only if all the three requirements below are met:

  1. The contact already existed in your Salesforce instance with a valid email address.
  2. The contact visits your website and submits their email address by completing a form fill Conversion (for example a demo request, free trial sign-up form). This allows the Pixel to capture the visitor's email address.                      
  3. The email address captured by the Pixel is an exact 1-to-1 match with the email address in the existing Salesforce contact record.

 

'RollWorks Account Data' custom object and fields

The 'RollWorks Account Data' aggregates RollWorks account identification data linked to the associated Salesforce Account record.

This custom object includes multiple fields which are categorized using the custom field called Score Type as follows:

RW Data Category

(Score Type)

RW Custom Fields RW features generating this data

AccountList

  • Account List
  • Account Group
Account List Builder

EngagementScore

  • Spike Level
  • Last Spike Timestamp
  • Spike Score Reason
  • Spike Raw Score
Sales Insights features and Account Spikes data model

JourneyStage

  • Journey Stage
  • Journey Stage as of
Journey Stages
ICPFitGrade
  • Fit Grade
  • ICP Name

ICP Fit Grade account scoring

UniqueVisitors
  • Unique Visitors (last 30 days)
  • Unique visitors as of
The Pixel

Each new data value will generate a new record (row) in the Salesforce RollWorks Account data object as follows:

For example:

When an account is added to an Account List, the Account List name will be updated. 

When an account is no longer in an Account List we delete the rows corresponding to the Account List.

The table below includes all the custom fields we write in the 'RollWorks Account Data' custom object:

Field Label & Field Name Definition Data Type & Sample Value

Score Type

adroll__Score_Type__c

This custom field is used to categorize the multiple types of RollWorks data. The possible values for Score Type are:

- AccountList

- EngagementScore

- JourneyStage

- ICPFitGrade

- UniqueVisitors

Text

JourneyStage

Account List

adroll__TAL_Name__c

This custom field contains the name of the Active Account Lists this account is a member of. Learn about Account Lists here.

Long Text Area

Strategic 2022 list

Account Group

adroll__Account_Groups__c

Name of the RollWorks Account Group the account is a member of. Learn about Account Groups here.

Text

Surging with competitor intent

ICP Name

adroll__ICP_Name__c

Name of the RollWorks Ideal Customer Profile model used to grade the fit of this account. Learn what are ICP models here.

Text

ICP Software

Fit Grade

adroll__Score__c

A fit grade from A to F is used to score the account based on the account's resemblance to your ICP model. Learn what is ICP Fit Grade here.

Text

A

ICP EID

adroll__ICP_EID__c

Unique RW identifier for each ICP Name.

CJREJJMQ8V06KZXRAFSD3

Journey Stage

adroll__Account_Stage__c

Last Journey Stage the account was in. Learn about Journey Stages here.

⚠️ 'Journey Stage' will not be pushed to Salesforce if:

1. The Account is no longer on a RollWorks Account List, OR

2. The Account does not meet the criteria of any of your stages

Text

Unaware

Journey Stage as of

adroll__Account_Stage_as_of__c

The last date the Journey Stage was updated in Rollworks.

Date

1/1/2023

Spike Level

adroll__Engagement_Level__c

Website and advertising engagement level for the account, calculated based on our proprietary Account Spike data science model. Learn about Account Spikes here.

Text

High, Medium, Low

Last Spike Timestamp

adroll__Last_Surge_Timestamp__c

Last date an Account Spike in website and ad engagement was captured for the account. Learn about Account Spikes here.

Date

1/1/2023

Spike Had Matched Contacts

This is a true/false boolean field that indicates if we were able to match the engagement Spike for this Account to any of your existing CRM contacts at the moment the Spike happened. Learn about Sales Insights matched contacts here.

Checkbox

True/False

Spike Score Reason

adroll__Engagement_Score_Reason__c

The specific engagement actions that occurred leading to the last Account Spike. Learn about our Account Spike data science model here.

Text

3 clicks, 1 unique visitor, 1 lead event.

Spike Raw Score

adroll__Engagement_Raw_Score__c

Output of the Sales Insights data science model between 0-n. This field is only visible to users with 'RollWorks Admin' Salesforce permissions. Learn about our Account Spike data science model here.

number

15

Unique Visitors (last 30 days)

adroll__Unique_Visitors__c

Each day we will write the number of unique visitors from the corresponding account.

number

1

Unique visitors as of

adroll__Unique_Visitors_as_of__c

Last-day data was synced for the Unique Visitors (last 30 days) field for the corresponding account.

Date

1/1/2023

Warning

We will only write data to your pre-existing Salesforce Accounts.

Some custom fields are only written to your Salesforce Accounts if the account is added to an Account List in RollWorks.

The table below outlines important details about how RollWorks syncs Account identification and engagement data to the custom object called 'RollWorks Account Data'. This dynamic sync occurs daily at 12 pm UTC. 

Salesforce Object 'RollWorks Account Data'
Custom Fields Sync conditions Account List required 

Account identification and engagement data:

  • Account List
  • Account Group
  • ICP Fit Name
  • Fit Grade
  • Journey Stage
  • Journey Stage as of last update
  • Unique Visitors (last 30 days)
  • Unique Visitors as of

🔄  These RollWorks fields are synced over to your Salesforce Accounts when all the conditions below are true:

1. The Account has been added to a RollWorks Account List.

2. The website field in your Salesforce Account record is correctly filled out. 🔎Learn more here.

3. The website field matches the Account record in the RollWorks database.

⚠️ 'Journey Stage' will not be pushed to Salesforce if:

1. The Account is no longer on a RollWorks Account List, OR

2. The Account does not meet the criteria of any of your stages

⚠️ We recommend using 'Journey Stage as of last update' in combination with 'Journey Stage' to ensure you are using recent stage data that is still relevant.

Yes, we only write these fields to Salesforce when the account is part of an Account List

Sales Insights Account Spike data:

  • Spike Level
  • Last Spike Timestamp
  • Spike Score Reason
  • Spike Raw Score

🔄  When an Account Spike is detected the Spike data is synced over to your Salesforce Accounts only when all the conditions below are true:

1. The company email domain is correctly entered under the 'website' field in the Salesforce Account record. 🔎 Learn more here.

2. The company email domain entered under the 'website' field in the Salesforce Account matches the Account record in the RollWorks database.

⚠️  Additionally, RollWorks only detects Account Spikes when the following conditions are met:

1. For assigned Salesforce Accounts: one Sales Insights Seat should be configured for the Salesforce user who owns the account to trigger email alerts for 'unassigned' or both 'assigned & unassigned' accounts.

2. For unassigned Salesforce Accounts: at least one Sales Insights Seat should be configured to receive email alerts for 'unassigned' or both 'assigned & unassigned' accounts.

🔎  Learn more about Account Spike data in our Sales Insights guide.

No, we write these fields to Salesforce even if the account is not part of an Account List

 

'RollWorks Advertising' custom object and fields

The 'RollWorks Advertising' custom object will be linked to your Salesforce Account object as a related list and will contain RollWorks advertising data.

Screen Shot 2022-06-13 at 11.43.54 AM.png

The table below includes all the custom fields available under the 'RollWorks Advertising' custom object:

Custom Field Definition Sample field value
Look Back days

Rolling amount of days in which data is summarized for the 'RollWorks Advertising' object. 

The default Look Back window is 30 days.

This lookback window can be changed by your Salesforce Administrator by changing the settings called 'Tracking Data Timeframe' in Salesforce. Learn more here.

The default value is 30 days 
Advertising Spend Spend over the look-back days #
Page Views Count of page views over the look-back days #
Clicks Count of ad clicks over the look-back days #
CTC Count of click-through conversions over look back days #
Impressions Count of impressions over the look-back days #
VTC Count of view-through conversions over look-back days #

 

Advertising metrics synced to the 'RollWorks Advertising' Salesforce custom object only aggregate data from the following types of campaigns/playbooks:

Advertising metrics synced to Salesforce exclude data from the following types of campaigns/playbooks:

RollWorks will sync data over to Salesforce dynamically daily at 12 pm UTC. The table below outlines important details about how RollWorks syncs and pushes advertising data aggregated by Account to the custom object called 'RollWorks Advertising'

Please note:

We will only write data to your pre-existing Salesforce Accounts.

Some custom fields are only written to your Salesforce Accounts if the account is added to an Account List in RollWorks.

Salesforce Object 'RollWorks Advertising'
RollWorks data fields Sync conditions Account List required

Account-level Advertising performance data:

  • Impressions
  • Advertising Spend
  • Clicks
  • Look Back Days

🔄  These data points are only synced over to your Salesforce Accounts when all the conditions below are true:

1. The Account has been added to a RollWorks Account List.

2. The website field in your Salesforce Account record is correctly filled out. 🔎 Learn more here.

3. The website field matches the Account record in the RollWorks database.

Yes, we only write these fields to Salesforce when the account is part of an Account List

Account-level Engagement performance:

  • Page Views
  • View Conversions
  • Click Conversion

🔄  These data points are synced to your Salesforce Accounts when all the conditions below are true:

1. The website field in your Salesforce Account record is correctly filled out. 🔎 Learn more here.

2. The website field matches the Account record in the RollWorks database.

No, we write these fields to Salesforce even if the account is not part of an Account List

 

'RollWorks Keyword Intent' custom object and fields

The 'RollWorks Keyword Intent' custom object will contain the intent keywords and intent level for the accounts that are surging with the list of intent keywords you are monitoring through RollWorks. RollWorks will write new intent data every day and once we have 5 days worth of data we will start deleting intent data older than 5 days.

The table below includes all the custom fields available under the 'RollWorks Keyword Intent' custom object and their definitions.

Custom Field Definition Sample value
Level This field will indicate the intent level the account demonstrated for each keyword being tracked in RollWorks. Very High, High
Keywords This field will show you which keyword the account is demonstrating intent at the given level. Account-based Marketing, RollWorks, Digital Advertising, Ideal Customer Profile
Keywords Continuation This field is used in the event the Keyword volume exceeds the 'Keywords' custom field’s maximum character count. Programmatic Advertising, direct mail
Date This field will include a last sync date so you can ensure any Salesforce reports and automated processes are using the latest data. 1/30/2023
RollWorks Keyword Intent Name A primary key of that has no meaning.  We recommend not including this field in the default layout. RWKI-00345016

unnamed (21).png

Please note

RollWorks will sync Keyword Intent data to the RollWorks Keyword Intent custom object every day at 12 pm UTC and once we have 5 days worth of data we will start deleting data older than 5 days. We will only write data to your pre-existing Salesforce Accounts. The table below outlines important details about how RollWorks syncs and pushes intent keyword data to Salesforce.

Salesforce Object 'RollWorks Keyword Intent'
RollWorks data fields Sync conditions Account List required
  • Level
  • Keyword
  • Keyword Intent Sync Date
  • Keyword Intent Name
  • Keyword Continuation

🔄  These data points are only synced over to your Salesforce Accounts daily when all the conditions below are true:

1. The Account is demonstrating intent for one of the keywords input into RollWorks 🔎 Learn more here.

2. The account already exists in Salesforce and the website field in your Salesforce Account record is correctly filled out. 🔎 Learn more here.

3. The website field matches the Account record in the RollWorks database.

🔄 RollWorks will sync these data every day and once we have 5 days worth of data we will start deleting data older than 5 days.

No

 

'RollWorks User Summary' custom object and fields

The custom fields contained under the 'RollWorks User Summary' custom object are written to your existing Contacts and Leads. RollWorks will not create new Contacts or Leads records.

The table below includes all the custom fields available under this object

Custom Field

Definition

Example field value

Clicks

Count of ad clicks over Tracking Data Timeframe 

[number]

CTC

Count of click-through conversions over Tracking Data Timeframe

[number]

Impressions

Count of impressions over Tracking Data Timeframe

[number]

VTC

Count of view-through conversions over Tracking Data Timeframe

[number]

Look Back Days

Rolling amount of days in which data summary occurs for this object.  Learn how to adjust this here.

30

RollWorks will sync data over to Salesforce dynamically.  This sync occurs daily at 12 pm UTC. 

The table below outlines important details about how RollWorks syncs and pushes data into your existing Contacts and Leads.

Salesforce Object: RollWorks User Summary

RollWorks data fields

Sync conditions

Account List required 

Contact-level advertising performance:

  • Clicks
  • CTC
  • Impression Costs
  • VTC
  • Look Back Days

🔄  These data points are only synced over to your known Salesforce Contact and Lead records when all the conditions below are true:

1. The contact already exists in your Salesforce instance with a valid email address.
2. The contact visits your website and submits their email address by completing a form fill which is captured by the Pixel.
3. The email address captured by the Pixel is an exact 1-to-1 match with the email address in your Salesforce Contact record.

No 

 

Salesforce Custom Object row creation (CRUD Operations)

Visit this Help Center article to learn how RollWorks data is created, updated and deleted in Salesforce.

 

Push new Accounts to Salesforce

Visit this Help Center article to learn how to push new Account records to your Salesforce instance.

 

Push new Contacts to Salesforce

RollWorks will not create new Contact or Lead records in your Salesforce instance.

 

Salesforce data ingested by RollWorks 

Visit this Help Center article guide to learn what Salesforce data is ingested by RollWorks and how is synced from your CRM into our system. 

 

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