8 - Understand How Funnel Metrics Work With Digital Source Tracker Pro

How Funnel Metrics Are Captured in the Aggregate Database Entry Record

The Daily Aggregate Database introduces the Aggregate Database Entry object, which houses daily aggregate metrics from multiple data sources. This topic covers how Response Management's funnel metrics functionality is captured.

Capturing Unique Funnel Metric Permutations

The Aggregate Database Entry record captures Campaign and Campaign Member funnel stage metrics for a certain day (based on the Campaign Member Response Date or funnel stage attainment date) by aggregating their behaviors and grouping them in several permutations. This allows you to see fluctuations across daily patterns, which can inform a decision to dig deeper into your existing reports to discover the root causes.

The following funnel groupings are aggregated by Day (where Day = Campaign Member Response Date or funnel stage attainment date) to provide unique records:

• By Campaign Source
• By Salesforce Campaign
• By Digital Source Tracking
• Summary (one record only)

With Response Management and Touchpoint Capture, every Salesforce Campaign has a field called Capture Full Circle Digital Touch Data. When this box is checked, Touchpoint Capture tracks anonymous digital touchpoints that are ultimately associated with a form fill tied to this Campaign. Two fields exist on the Campaign Member record associated with a Campaign that is tracking digital touchpoint data: Digital Touchpoint and First Digital Touchpoint. This data is used to identify which responses are considered digital responses for the purposes of Funnel Metrics in the Daily Aggregate Database.

For more information on Touchpoint Capture, read this overview.

While the number of responses and net new responses are based on the Campaign Member Response Date, the totals for other funnel stages that you may be capturing are based on the attainment date for that funnel stage. For example, if the record for a particular day shows 10 responses achieving the MQL stage, it means that 10 responses had that day as an MQL date, irrespective of Campaign Member Response Date.

Aggregating Funnel Data by Campaign Source

With Response Management, every Salesforce Campaign has a Campaign Sourced By field. This field captures which team in your company owns, initiated, and is driving this campaign. For example, some campaigns are sourced by Marketing, while others may be used to capture Sales-related initiatives. Capturing this information is one way to analyze funnel metrics, which helps clarify which team is correlated with certain patterns in funnel volume, velocity, and conversion rates.

Note: The Campaign Sourced By field is also associated with any custom funnels that your organization may have created. Each Campaign Sourced By picklist value is associated with a unique custom funnel. By default, two funnels are included, to match the two default Campaign Sourced By picklist values of Marketing and Sales. As part of your Response Management configuration, your Campaign Sourced By picklist fields should match exactly with your custom funnel names. Review the Funnel documentation for an overview of funnel configuration for your organization.

The Aggregate Database Entry stores records with data sourced from Funnel Sourced By. This means funnel metric information on campaign members and campaigns is aggregated by a unique combination of Day (based on the Campaign Member Response Date and funnel stage attainment dates) and Campaign Sourced By data.

Note: If a Campaign record's Campaign Sourced By field is a null value, the aggregation engine will default this campaign and its responses to the default active funnel. A default funnel is identified by a checkmark next to the custom funnel's name in the Custom Funnel configuration section. A Response Management administrator confirms this by navigating to Setup | Installed Packages | Full Circle Response Management - Configure | Main Configuration | Advanced Configuration | Funnel Configuration | Configure Funnels | Active Funnels to locate the custom funnel subtab with the checkmark next to the tab name.

Example: Aggregating Campaign Member Records for One Date

On 12/1/18, there were 10 Campaign Member Responses associated with 2 Campaigns.

• Campaign 1 Name: 2018 Q4 Webinar
  • Resulted in 8 responses (6 were net new names, 2 were existing names)
  • This is a digital campaign tracked by Touchpoint Capture
  • The UTM parameters used to track this campaign are: UTM Campaign = 2018-q4-webinar; UTM Medium = cpc; UTM Source = google
• Campaign 2 Name: 2018 Q4 Nurture Call Down
  • Resulted in 2 responses (2 were net new names)
  • This is not a digital campaign

Campaign 1 is sourced by Marketing. Campaign 2 is sourced by Sales.

The table below is a simplified version of a sample Aggregate Database Entry record:

Aggregating Funnel Data by Salesforce Campaign

With Response Management, every Campaign Member is associated with a Salesforce Campaign record. This relationship provides another way to analyze funnel metrics.

The Aggregate Database Entry stores records with data sourced from Funnel SF Campaigns.

Using the same example from the previous section, the following Aggregate Database Entry records would be generated:

Aggregating Funnel Data by Digital Source

With Response Management and Touchpoint Capture, every Salesforce Campaign Member will be identified as coming from a digital source or not, based on what is checked in the Campaign Member's Digital Touchpoint and First Digital Touchpoint fields. When the Campaign Member is tracked by Touchpoint Capture, related UTM parameters will populate in the UTM Campaign, UTM Medium, and UTM Source fields, at minimum. If your digital marketing team also uses the UTM Content and UTM Term parameters, that data is also captured on the Campaign Member record.

The unique values of each individual UTM parameter are aggregated and categorized. Each parameter's data is aggregated into separate records for the given day.

The Aggregate Database Entry record uses the Campaign, Medium, and Source fields to house the corresponding UTM parameters. This aggregates funnel insights based on UTM parameter by day, offering different perspectives on your Campaign Member responses.

Using the same example from the earlier section, the following Aggregate Database Entry records would be generated:

Summarizing Aggregate Funnel Data

The Daily Aggregate Database provides a data source that summarizes all common funnel metrics for a day. This data source is Funnel Summary. This Aggregate Database Entry record summarizes all of that day's common funnel metrics so you don't have to always rely on Salesforce reports and dashboards to do so. For example, if you have very large volumes of daily Campaign Member updates, it will be taxing to have Salesforce standard reporting perform this for you.

Using the same example from the earlier section, the following Aggregate Database Entry records would be generated: