Introducing the Aggregate Database Entry Object
As discussed in the How It Works section of the Daily Aggregate Database Overview, Full Circle Insight's Daily Aggregate Database aggregates information from Google Analytics, Response Management's funnel metrics, and Touchpoint Capture into Salesforce. The destination of this aggregation is a new object, called the Aggregate Database Entry (API Name: FCR_Aggregate_Entry__c) object.
What an Aggregate Database Entry Record Tracks
An Aggregate Database Entry record captures metrics based on a combination of the date the action happened, and a unique permutation of information contained in other fields.
Capturing Google Analytics Metrics
In this section, we provide a simple example of Google Analytics data, and how it is captured in an Aggregate Database Entry record.
- Let's say you have a campaign called "Q4 Holiday Webinar".
- You allocate digital marketing budget to buy pay-per-click ads for this campaign, to appear on both LinkedIn and Google Search sites.
- The Digital Marketing Manager prepares the underlying links that will be used in the pay-per-click ads and tracked by Google Analytics. Each link will contain UTM parameters to categorize the source, medium, and campaign, at minimum.
- UTM Campaign = "q4-holiday-webinar"
- UTM Medium = ppc
- UTM Source 1 = linkedin (for the link that is used for the ad on LinkedIn)
- UTM Source 2 = google (for the link that is used for the ad on Google Search)
- Sample Link 1 = http://www.mycompany.com/q4-holiday-...r-registration?utm_source=linkedin&utm_medium=ppc&utm_campaign=q4-holiday-webinar
- Sample Link 2 = http://www.mycompany.com/q4-holiday-...r-registration?utm_source=google&utm_medium=ppc&utm_campaign=q4-holiday-webinar
- After Google Analytics is authenticated with your Salesforce, and the Daily Aggregate Database is enabled, people who click on those two sample links in any paid advertisements on those sites can have their key visit metrics captured into Salesforce.
Sample Aggregate Database Entry Record for Google Analytics - Simplified
Refer to the table below, which is a simplified depiction of data captured in the Aggregate Database Entry object.
- On December 15 of this year, 500 people using Google Search clicked on your ad (using Sample Link 2). The Aggregate Database Entry object would capture this information within 1 record (for December 15th). On December 16th, 475 people using Google Search clicked on your ad. That is captured in another Aggregate Database Entry object representing that interaction for December 16th.
- On December 15th, 30 people using LinkedIn clicked on your ad (using Sample Link 1). The Aggregate Database Entry object captures this in yet another record. This occurs because the UTM Source for this behavior on December 15th is a different unique combination of attributes than the ones related to data where UTM Source = google. Finally, on December 16th, 35 people using LinkedIn click on your ad. That interaction is tracked as another Aggregate Database Entry record.
| Aggregate Database Entry ID | Data Source | Day | Clicks | Campaign | Medium | Source |
|---|---|---|---|---|---|---|
| 1 | Google Analytics | 12/15/18 | 500 | q4-holiday-webinar | ppc | |
| 2 | Google Analytics | 12/15/18 | 30 | q4-holiday-webinar | ppc | |
| 3 | Google Analytics | 12/16/18 | 475 | q4-holiday-webinar | ppc | |
| 4 | Google Analytics | 12/16/18 | 35 | q4-holiday-webinar | ppc |
- In the case of data coming from Google Analytics, the unique combination of (Day + Campaign + Medium + Source) work together to make up one Aggregate Database Entry record.
- In addition, the Google Analytics integration captures the following GA metrics. These were not shown in the example, to keep it simple:
- Clicks
- Pageviews
- Number of Sessions
- Number of Users
- Number of New Users
- Cost
- Cost per Click
- Session Duration
If your Google Analytics daily traffic is very high, and contains many aggregate permutations, you don't have to have every single permutation captured in Salesforce. You can control the minimum number of visits per segmentation, in the Configure the Daily Aggregate Database in Salesforce section.
Capturing Touchpoint Capture Metrics
In this section, we provide a simple example of Touchpoint Capture data, and how it is captured in an Aggregate Database Entry record. You must have Touchpoint Capture enabled to capture the digital touchpoints within an Aggregate Database Entry field.
Building off the previous example with the digital campaigns in Google and LinkedIn, assume the following has happened:
- On December 15, a total of 530 clicks occurred from your digital campaigns (500 clicks from Google, 30 from LinkedIn).
- Of those 530 ad clicks on December 15, 190 from the Google campaign and 10 from the LinkedIn campaign responded to your landing page's call to action and filled out a form to register for the webinar.
- On December 16, a total of 510 clicks occurred from your digital campaigns (475 from Google, 35 from LinkedIn).
- Of these 510 clicks, 90 from the Google campaign and 10 from the LinkedIn campaign arrived at your landing page and filled out the form.
- In addition, 50 anonymous visitors who had originally clicked on your Google digital ad from December 15, but then left your site, clicked on the Google ad link again, then also filled out a form on your landing page.
The Aggregate Database Entry record captures the Digital Touchpoints for each day, segmented by the unique combination of UTM parameters.
Digital Touchpoints include the first anonymous digital touchpoint, any additional touchpoints that occur if a visitor bounces from your website and returns, and the final digital touchpoint that resulted in a form being filled. Because this information is based of Touchpoint Capture functionality, it is pulled into Salesforce after an anonymous visitor makes themselves known by filling out a form.
| Aggregate Database Entry ID | Data Source | Day | Digital Touchpoints | Campaign | Medium | Source |
|---|---|---|---|---|---|---|
| 5 | DST | 12/15/18 | 190 | q4-holiday-webinar | ppc | |
| 6 | DST | 12/15/18 | 10 | q4-holiday-webinar | ppc | |
| 7 | DST | 12/16/18 | 140 | q4-holiday-webinar | ppc | |
| 8 | DST | 12/16/18 | 10 | q4-holiday-webinar | ppc |
- In the case of data coming from Touchpoint Capture, the unique combination of (Day + Campaign + Medium + Source) work together to make up one Aggregate Database Entry record, where Campaign, Medium, and Source capture their UTM equivalents.
- Also notice that the Data Source valued has changed from the previous example.
Capturing Response Management Funnel Metrics
The Aggregate Database Entry record captures key funnel metrics information and aggregates it by day, and other combinations noted below. Each combination uses a specific set of fields to capture additional information:
- Salesforce Campaign, where uniqueness is determined by (Day + Salesforce Campaign)
- The SF Campaign field links the Aggregate Database Entry record to the relevant Campaign record in Salesforce
-
Sourced By, where uniqueness is determined by (Day + a Campaign's Campaign Sourced By field)
-
The Source field captures the Campaign record's Campaign Sourced By data, so you can group by source options
- NOTE: The Campaign Sourced By picklist options on a Campaign record should map to custom funnels with the same name. Due to legacy records or non-Full Circle custom code in an organization, the Campaign Sourced By field could be blank. If that is the case, then that Campaign's responses are defaulted into the default custom funnel set for the organization. This default custom funnel name may match that of a Campaign Sourced By picklist option; you should consider whether you want those Campaigns to continue having null values in the Campaign Sourced By field or not, as that field should be consistently populated to improve your reporting insights.
-
The Source field captures the Campaign record's Campaign Sourced By data, so you can group by source options
- Digital vs Non-Digital, where uniqueness is determined by ( Day + individual UTM Parameter)
- The Campaign, Medium, and Source fields will capture the unique aggregate UTM data for each UTM attribute
Common fields used by the aggregate Funnel Metrics data sources include:
- Digital Response, which is determined by which campaigns are using Touchpoint Capture to track digital touchpoints
- First Digital Response, which is determined by which campaigns are using Touchpoint Capture to track the first digital touchpoint
- Net New, which identifies if Leads or Contacts that entered the funnel were brand new names
- Responses, which identifies Campaign Member responses from digital and non-digital sources
The Aggregate Database Entry object accommodates any of the following types of funnels you may have:
- A standard funnel
- A custom funnel
- Multiple custom funnels
Your funnel stages will be represented as fields in the Aggregate Database Entry record. For each funnel stage that applies to any funnels, fields will be created to reflect those.
Sample Aggregate Database Entry Records for Funnel Metrics
Building off the previous example with the digital campaigns in Google and LinkedIn, assume the following has happened:
- Of all the visitors who filled out webinar registration forms, only a few have passed a Lead threshold score and qualify as Active Responses:
- On December 15, 10 Leads from the original Google ad become Active Responses. 1 Lead from LinkedIn becomes an Active Response.
- On December 16, 14 Leads from the original Google ad become Active Responses, 1 Lead from Linkedin becomes an Active Response.
- In this example, these campaigns were sourced by Marketing.
- They are all net new names and have MQL'd.
- In Salesforce, the Demand Generation Manager has a Campaign called "2018 Q4 Winter Webinar", that is associated with all the form fills that come when people click on ads promoting this.
As noted in previous sections not all fields will capture values in each Aggregate Database Entry record.
Below is how Aggregate Database Entry records would look like when the information is aggregated by Funnel Sourced By:
| Aggregate Database Entry ID | Data Source | Day | SF Campaign | Digital Responses | First Digital Responses | Responses | Net New | MQL | Campaign | Medium | Source |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 9 | Funnel Sourced By | 12/15/18 | 11 | 11 | 11 | Marketing | |||||
| 10 | Funnel Sourced By | 12/16/18 | 15 | 15 | 15 | Marketing |
Below is how Aggregate Database Entry records would look like when the information is aggregated by Funnel SF Campaigns:
| Aggregate Database Entry ID | Data Source | Day | SF Campaign | Digital Responses | First Digital Responses | Responses | Net New | MQL | Campaign | Medium | Source |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 11 | Funnel SF Campaigns | 12/15/18 | 2018 Q4 Winter Webinar | 11 | 11 | 11 | |||||
| 12 | Funnel SF Campaigns | 12/16/18 | 2018 Q4 Winter Webinar | 15 | 15 | 15 |
Below is how Aggregate Database Entry records would look like when the information is aggregated by Funnel Digital:
| Aggregate Database Entry ID | Data Source | Day | SF Campaign | Digital Responses | First Digital Responses | Responses | Net New | MQL | Campaign | Medium | Source |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 13 | Funnel Digital | 12/15/18 | 11 | 11 | 11 | 11 | 11 | q4-holiday-webinar | |||
| 14 | Funnel Digital | 12/15/18 | 11 | 11 | 11 | 11 | 11 | ppc | |||
| 15 | Funnel Digital | 12/15/18 | 10 | 10 | 10 | 10 | |||||
| 16 | Funnel Digital | 12/15/18 | 1 | 1 | 1 | 1 | |||||
| 17 | Funnel Digital | 12/16/18 | 15 | 15 | 15 | 15 | 15 | q4-holiday-webinar | |||
| 18 | Funnel Digital | 12/16/18 | 15 | 15 | 15 | 15 | 15 | ppc | |||
| 19 | Funnel Digital | 12/16/18 | 14 | 14 | 14 | 14 | 14 | ||||
| 20 | Funnel Digital | 12/16/18 | 1 | 1 | 1 | 1 | 1 |
You can use standard Salesforce reporting filters to narrow your focus to a specific grouping of funnel metrics. Remember that each Aggregate Database Entry record, and thus each row in a standard Salesforce report, is already showing a collection of similarly aggregated information for that day.
Identifying the Source of Data Populating an Aggregate Database Entry Record
The information populating an Aggregate Database Entry record must come from a source, which is identified in the Data Source field. With Funnel Metrics, the information here provides some more detail as to how the information was prepared (by Sourced By, SF Campaign, or Digital).
Not every data source will be populating information into every available default field.
Understanding Segment and Summary Data Sources
Default data source names are divided into two categories: segments and summaries.
A segment is a type of Aggregate Database Entry record and data source that captures some daily segmentation of data. The data is segmented depending on the data source. These types of records comprise the bulk of Aggregate Database Entry records. See previous sections above for examples.
A summary is a type of Aggregate Database Entry record and data source that captures a summary of all daily segmentations for a family of data. This can be helpful if you have large volumes of Aggregate Database Entry records that are taking too long for standard Salesforce reports to summarize. A Funnel Summary record for a certain month has already extracted and processed the data into a summary so you don't have to wait for a report to do that dynamically.
An Aggregate Database Entry record that is a summary record will have the word "Summary" in its Data Source field. For example, GA Summary summarizes the volume of information captured in individual GA Segment records for a day. Funnel Summary does the same thing for the information that is represented in the various Funnel segment records.
Make sure that you if you are using basic Salesforce reporting, that you filter out Data Sources with the word "Summary" in it, if you are analyzing individual segments, to avoid double counting.
The next section describes the different fields, their descriptions, and when applicable, their data source.
Aggregate Database Entry Fields and Descriptions
This section identifies the various standard Aggregate Database Entry fields, their descriptions, and the source of this information that is being pulled in from the Daily Aggregate Database. The table below is grouping the information by data source, though some fields can store different information, depending on the data source.
|
Term |
Definition |
Source |
|---|---|---|
|
Pageviews |
The number of times a certain webpage has been accessed within a period of time |
Google Analytics (GA) |
|
GA Data May Change |
|
GA |
|
Campaign |
|
GA Funnel Digital |
|
Medium |
|
GA Funnel Digital |
|
Source |
|
GA Funnel Digital Funnel Sourced By |
|
GA Clicks |
The number of times a specific UTM parameter combination was clicked in a certain day for Google Adwords |
GA |
|
GA Cost |
|
GA |
|
GA Cost Per Click |
|
GA |
| Total Cost | Total Cost of all ad campaigns based on the sum of the cost/spend fields of all Ad Platforms (Google Adwords, Bing, etc) | GA |
|
Digital Touchpoints |
Example: |
Touchpoint Capture |
|
Digital Responses |
The number of Campaign Member responses for a certain day, where Digital Touchpoint = True. The Digital Touchpoint field is captured on individual Campaign Member records. |
Funnel Metrics (FM) |
| Non-Digital Responses | The number of Campaign Member responses for a certain day, where Digital Touchpoint = False. The Digital Touchpoint field is captured on individual Campaign Member records. | FM |
|
First Digital Responses |
The number of Campaign Member responses for a certain day, where First Digital Touchpoint = True. The First Digital Touchpoint field is captured on individual Campaign Member records. |
FM |
|
SF Campaign |
A link to the related Salesforce Campaign record associated with funnel stage volumes for that day. |
FM |
|
Net New |
The number of Net New Names that were created as a result of a Response associated with a Salesforce Campaign. A Net New Name is a Lead or Contact record that did not exist before until this Response occurred. |
FM |
|
Responses |
This number includes Responses from both digital & non-digital sources for a specific day. A Response is a Campaign Member in Salesforce with a Campaign Member Status that is configured with the HasResponded flag as true. |
FM |
|
Active |
|
Touchpoint Capture |
|
Data Source |
|
Daily Aggregate Database |
|
Day |
|
GA DST FM |
|
Created Date |
Date that the Aggregate Record Engine record was created. |
Salesforce |
| Bing Spend |
|
GA DST FM |
| Bing Clicks |
|
GA DST FM |
| Bing Cost Per Click |
|
GA DST FM |
| LinkedIn Spend |
|
GA DST FM |
| LinkedIn Clicks |
|
GA DST FM |
| LinkedIn Action Clicks |
|
GA DST FM |
| LinkedIn Campaign Name |
|
GA DST FM |
| LinkedIn Comment Likes |
|
GA DST FM |
| LinkedIn Company Page Clicks |
|
GA DST FM |
| LinkedIn External Website Conversions |
|
GA DST FM |
| LinkedIn Follows |
|
GA DST FM |
| LinkedIn Impressions |
|
GA DST FM |
| LinkedIn Landing Page Clicks |
|
GA DST FM |
| LinkedIn Likes |
|
GA DST FM |
| LinkedIn One Click Leads |
|
GA DST FM |
| LinkedIn Shares |
|
GA DST FM |
| Meta Spend |
|
GA DST FM |
| Meta Clicks |
|
GA DST FM |
| Meta Ad Name |
|
GA DST FM |
| Meta Ad Set ID |
|
GA DST FM |
| Meta Ad Set Name |
|
GA DST FM |
| Meta Campaign Name |
|
GA DST FM |
| Meta Conversions |
|
GA DST FM |
| Meta Cost Per Click |
|
GA DST FM |
| Meta Cost Per Outbound Click |
|
GA DST FM |
| Meta Cost Per Unique Click |
|
GA DST FM |
| Meta Cost Per Unique Conversion |
|
GA DST FM |
| Meta Impressions |
|
GA DST FM |
| Meta Reach |
|
GA DST FM |
| Meta Click-Through Rate (CTR) |
|
GA DST FM |
| X Spend |
|
GA DST FM |
| X Clicks |
|
GA DST FM |
| X Impressions |
|
GA DST FM |
| X URL Clicks |
|
GA DST FM |
Other Key Terms and Definitions
|
Term |
Definition |
Source |
|---|---|---|
|
Segment |
|
Daily Aggregate Database |
|
Summary |
|
Daily Aggregate Database |
|
Google Cloud Project |
|
Google Cloud |
Comments
0 comments
Please sign in to leave a comment.