Reporting Training: Key Concepts and Fields

Reporting Concepts & Fields

How does Funnel Metrics process a response? What's an active response? Which fields are particularly useful in facilitating better reporting?

Video Transcript

Welcome. This module highlights some key fields used by Response Management for data analytics. We want you to become familiar with these fields so that you can easily customize the provided reports and dashboards, create your own, and know where to look when you need to examine any specific activity in detail.

We add reporting fields to both the campaign member and the opportunity. First, let's review the new Campaign member fields.

The Campaign name (Repeat Parent) field allows you to report on the original campaign that generated repeats, as well as any repeated versions of that campaign. For those campaigns you are allowing repeats on, we recommend that you always use this field instead of the campaign name field. All the campaign members for both the parent campaign (1:00) and repeat campaigns will be included in your campaign report if you use this field when reporting on a selected campaign.

Response Status is the field that tracks the progress of the current engagement. The next video will describe the values of that field in detail.

The Status Reason field is used by many, but not all organizations, and its purpose is to understand why leads or contacts have exited the funnel. It’s included in many of our packaged reports.

Response Date is set the moment the campaign member becomes a response. Often, this is the same as the date the campaign member was created, but it can be later if the campaign member wasn’t initially a response.

Net New Name is a field designed to track new leads in Salesforce. It is set when a response is created and a new lead or contact is generated within a timeframe that you decide on. For example, if you chose 30 minutes, and a new lead comes into Salesforce, then the first response associated with that lead (2:00) in the next 30 minutes will be set as a net new lead. This is only set on one response per lead or contact. Also, if the first response is delayed more than 30 minutes after lead creation, the checkbox won’t get checked. This field helps you understand what campaigns are most effective at generating new leads.

Actionable, if checked, tells you this is or was an active response.

Funnel fields and dates are Checkbox fields and date fields that are set on an active response as a lead or contact progresses through the funnel (for example, MQL & MQL Date).

Funnel Velocity fields describe the number of days between funnel progression. For example if MQL to SAL is 5, that means it took five days to progress from the MQL stage to the SAL stage. We also include “Still in” fields for each stage that indicate the response is still in a given stage, (3:00) and current stage information fields to allow you to narrow your reporting to active funnel members when required.

The View Response field is a direct link to viewing the campaign member record. It’s used only in reports, not on the page layout, and it’s helpful when you want to jump directly to the campaign member response from a report.

If you don’t see these fields on your layout and you would find it helpful to have access to them, ask your system administrator to assign the layout we provided during installation to your Salesforce user profile.

Now we’ll introduce the Opportunity fields.

The Primary Campaign Source will be populated with the campaign associated with the active response if there is one. Otherwise it may be blank, or populated by default Salesforce

The First Campaign Touch is the earliest response from the contact the opportunity was created from.

The Last Campaign Touch is the most recent response from the contact the Opportunity was created from, (4:00) at the time of opportunity creation. The contact could still accumulate more campaign members by participating in more campaigns after the opportunity is created, but this field will NOT update.

The Admin Originating Contact is a link to the contact the opportunity was created from.

The Response ID is the Salesforce ID of the campaign member that is the active response where the funnel for this opportunity is being tracked.

Lost Reason, much like the Status Reason field on the campaign member, helps you understand in aggregate why opportunities are being lost. On the Opportunity itself, we generally group these fields together in a section on specified opportunity layouts, as decided during implementation.

The last thing we will quickly touch on in this section is your custom analytics fields. These will be the fields you requested that we create on the campaign member during our business process reviews. These fields will either be what we call sync fields, that copy information from the lead or contact (5:00) to the campaign member at specific points, or formula fields that pull current data from any related object. These fields will now be available for you to use when customizing your reports or building new ones. As the need arises, you can create new ones anytime, and we have a support document on how to do that. A link to that can be found below this video.

Next up, we will review the Response Status values. Thank you for watching.