Interpreting the Results

This section will help us to interpret the results of the sample attribution analysis which is seen in the image below:


The top section summarizes the goal that we defined for the attribution report.
We see two columns comparing two parallel time periods (October-November 2022 vs. September-October 2022) of open Salesforce opportunities with specific filters on the opportunity's lead source and stage name, that were created in the last 30 days.
The summary shows the total number of opportunities and their dollar amount.
The average cycle time, or velocity, calculates how much time it took, on average, from the initial engagement to the creation of an opportunity.
The average number of touchpoints calculates how many touchpoints it took, on average, to get from the initial engagement to the creation of an opportunity.


Below the goal summary, we see how the 70 opportunities break down to the incremental revenue (or pipeline in this case) attributed to each marketing and sales event that we created in the report.
For example, the Hubspot Email campaigns contributed 3.15 opportunities, which is 4.5% of the total number of opportunities (70) with a respective amount of ~$57K, which is 3.15% of the total pipeline amount (~$1.8M).

The next event is the Google advertising channel, which contributes 6.04 opportunities (8.62% of the total number) amounting to ~$84K (4.64% of the pipeline amount). In this case, we have cost associated with the advertising activity so we can calculate the ROI. For example, if we know that Google ads contributed ~$84K to our pipeline, and that our cost of advertising for this timeframe was ~$12K, we can divide the two numbers to extract the ROI of ~6. This means that for every dollar that we invest in Google advertising, we should get back roughly $6 in opportunity pipeline generation. An ROI value greater than zero is good to have, and the higher it is the better the business outcome.

We can further drill down into the actual opportunities that make up the report by expanding the the Value selection of the event.


When the values are visible click on the document icon on the right side of each value line, as shows below.


The list of underlying opportunities will appear with their Salesforce ID, Opportunity Name, Opportunity Stage, and Account Name.


Attribution Chart Drill-Down

The same logic applies to the rest of the events, with a Grand Total at the bottom. Note that the revenue/pipeline for which no created event was able to be linked, appears before the total as Not Attributed.


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