Guide to Creating Custom Reports for Digital Marketing

Creating Custom Reports

If you are looking to create your own custom reports and dashboards using Digital Source Tracker Data, it's important to understand the main objects that store Digital Touchpoint and Aggregate data and when to use each.

Digital Touchpoint Reporting (Known Members)

One type of reporting you may want to do is to get digital touchpoint data for members that have become known and associated to Salesforce Campaigns. When a user fills out a form from your website and becomes known, the digital source data is stamped on the campaign member that's created from your Marketing Automation Platform. For more detailed info, see Touchpoint Capture - How it Works.

Some example KPIs you may want to get from these types of reports are:

"What campaigns had the most Digital Responses or MQLs?"

"What are conversion and velocity rates for Digital Responses?"

Use the following guide in creating this type of report:

• Object: Campaign Member
• Report Type: Campaigns with Campaign Members
• Filters Needed: Digital Touchpoint = TRUE
• Other Useful Filters/Groupings: Response Date, MQL Date, Campaign
• Example Standard Report: Digital MQLs by Campaign

Digital Touchpoint Summary Reporting

If you are interested in getting data on all digital touchpoints, including unknown anonymous touchpoints, you can look to get some of the following example metrics.

"How many digital touches did I have overall over a certain period?"

"Which ad campaigns generated the most digital touches?"

"How does my organic touchpoint volume compare to touchpoints generated from paid ads"

Use the following guide in creating this type of report:

• Object: Aggregate Database Entry
• Report Type: Aggregate Database Entries
• Filters Needed:
  • Show me: All Aggregate Database Entries
  • Active = TRUE
  • Data Source = "DST Segments"
• Other Useful Filters/Groupings: Day, Campaign, Source, Medium

Funnel Summary Reporting

If you are interested in getting summary data on your funnel metrics, including digital responses, you can look to get some of the following example metrics.

"How does my digital responses compare to non-digital responses over a certain period"

"How many Net New Names, MQLs or Won Deals did I have in a certain period"

Use the following guide in creating this type of report:

• Object: Aggregate Database Entry
• Report Type: Aggregate Database Entries
• Filters Needed:
  • Show me: All Aggregate Database Entries
  • Active = TRUE
  • Data Source = "Funnel Summary"
• Other Useful Filters/Groupings: Day
• Example Standard Report: Net New Names by Month
• Notable fields available to summarize:
  • Net New Names
  • Responses
  • Digital Responses
  • Non Digital Responses
  • Funnel fields (Inquiries, MQLs, SALs, SQLs, Won)

Digital Cost and Engagement Reporting

If you are interested in reporting on your website engagement and ad costs that come from Google Analytics and other Ad Networks, you can get the following metrics

"What was my spend on digital advertising for a certain period?"

"What campaigns generated the most clicks, pageviews, or impressions?"

• Object: Aggregate Database Entry
• Report Type: Aggregate Database Entries
• Filters Needed:
  • Show me: All Aggregate Database Entries
  • Active = TRUE
  • Data Source = "GA Segments" OR "GA4 Segments" (See GA4 Report filter documentation)
  • GA Data May Change = FALSE
• Other Useful Filters/Groupings: Day, Total Cost, Source, Medium, Campaign
• Example Standard Report: Campaign Digital Advertising Spend
• Notable fields available to summarize:
  • Cost Fields: Total Cost, GA Cost, LinkedIn Spend, Bing Spend
  • GA Clicks, Bing Clicks, LinkedIn Clicks
  • Pageviews

Engagement/Cost to Funnel Metric Reporting

If you are interested in aligning website engagement and cost metrics from paid ads to your overall funnel metric data (responses, MQLs, Won deals, etc), you will need to create joined reports that utilize Engagement and Cost data from Google Analytics and summarized Funnel Metric data. Below are some of the metrics you can get from these types of reports:

"What was my Cost per MQL by Month based on Ad spend"

"What was my Pageview to MQL conversion rate by Medium"

• Object: Aggregate Database Entry
• Report Type: Joined Report (Aggregate Database Entries report type for both blocks)
• Grouping Across Blocks: Day, (Optional: Medium, Source, Campaign)
• Filters Needed (Block 1)
  • Show me: All Aggregate Database Entries
  • Active = TRUE
  • Data Source = "GA Segments" OR "GA4 Segments" (See GA4 Report filter documentation)
  • GA Data May Change = FALSE
• Other Useful Filters: Day, Total Cost, Source, Medium, Campaign
• Filters Needed (Block 2)
  • Show me: All Aggregate Database Entries
  • Active = TRUE
  • Data Source = "Funnel Digital"
• Other Useful Filters: Day, Source, Medium, Campaign
• Example Standard Report: Cost Per Lead
• Example Summary Formulas Available to Build:
  • Cost Per MQL: Total Cost:Sum (Block1) / MQL:Sum (Block2)
  • Pageview to MQL Conversion: MQL:Sum (Block2) / Pageviews:Sum (Block1)