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Act-On Software

Revenue Attribution Report Overview

AUDIENCE: Administrators, Marketing Users

Use the Revenue Attribution Report to attribute closed/won revenues to your various marketing assets. The report lets you see which assets and marketing touchpoints had the greatest influence on revenue.
  • Which assets influenced the most revenues and deals?
  • Which Act-On campaigns influenced the most revenues and deals?

The report works by correlating marketing engagement data in Act-On with closed/won opportunities (or 'deals') in the CRM. The current version of the Revenue Attribution Report supports Salesforce, Microsoft Dynamics, and SugarCRM connected accounts. Upcoming enhancements will enable this report to run against all of Act-On’s supported CRMs.

Attributing revenue to particular marketing assets is inherently subjective, since there are multiple marketing touchpoints influencing the prospect between initial awareness and deal close. For example, if a prospect engaged with five marketing assets before becoming a closed/won opportunity, which of the assets should get attributed revenue, and how much? 

The Revenue Attribution Report lets you decide how to attribute revenues to these marketing touchpoints by choosing either first-touch or multi-touch weighted attribution.

  • First-touch attribution gives 100% of the credit to the first touchpoint in the conversion path. You may want to use first-touch attribution to report on revenues generated by lead capture efforts or other efforts that create initial awareness (i.e., to lead-to-revenue). First-touch attribution may also be most appropriate for a shorter sales cycle that has fewer marketing touchpoints in the conversion path.
  • Multi-touch attribution distributes credit for all touchpoints along the path to conversion. You may want to use multi-touch attribution to report on lead nurturing efforts that sustain awareness through the sales cycle. You can set the multi-touch weighting based on the relative importance of different types of touchpoints (emails, webinars, landing pages, etc.).
  • The two tabs of the report (First-Touch and Multi-Touch) calculate revenue attribution based on either the first-touch or multi-touch weighted attribution model.
  • The Touch Weight button in the Multi-Touch tab brings up the Touch Weight viewer/editor. Administrative users can emphasize or deemphasize the relative weight given to each type of touchpoint (emails, webinars, landing pages, etc.). If the touch weights were all set to the same value, then the revenue would be attributed equally to all the touches, regardless of which type of touches they are. Use the Touch Weight to attribute more of the revenue to the more important kinds of touchpoints -- those that signify more substantial engagement by the prospect. For example, in your marketing mix, a webinar attendance might be more significant in closing a deal than an email open.
  • The Date Range selector allows you to choose among pre-defined and custom date ranges on which to base your report. The date range selection collects all won deals with a Closed date within the date bracket. All the marketing touches of all the contacts associated with these date-filtered opportunities are then listed in the report.
  • The Act-On Campaign selector drop-down filters the report to just the assets of the selected Act-On campaign
  • The Asset Types filter limits the kinds of Act-On assets that are listed in the report
  • Run Report generates the report based on your currently-selected options
  • Refresh updates the opportunity data from the CRM
  • Each row in the report shows the marketing assets touched by contacts associated with the deals that were closed/won in the specified time range

  • The columns of the report show the following data points:

    • # Touches is the number of unique contacts who responded to the asset
    • # Deals is the number of deals in the time range having associated contacts who touched that asset
    • Attributed Revenue is different in the First-Touch tab versus the Multi-Touch tab. In First-Touch, the attributed Revenue is the total revenue of the deals in the time range having associated contacts for whom this asset was their first marketing touchpoint. In Multi-Touch, this asset gets attributed a weighted portion of the revenues of all the associated deals. This is determined by the number and types of all the touchpoints of all the contacts associated with this asset. Multi-touch attributed revenue is the total of the per-opportunity attributed revenue you see in the multi-touch deals drill-down (see next section).
Note:: 'Deals in the time range' means CRM opportunities that were closed/won in the selected time range. The 'Amount' field on the CRM opportunities are used to calculate the attributed revenues.

 Deals Drill-down

You can drill down to see the deals associated with a given marketing asset. Click on any metric in an Asset row in the report to see a pop-up dialog with the drill-down. The drill-down is a table whose rows are the opportunities with contacts who touched this marketing asset. You can sort the deals drill-down by clicking on the column headers. The set of metrics shown in the columns of the deals drill-down table differ from first-touch to multi-touch.

The Deals drill-down in the First-Touch tab includes these columns

  • Deal Name comes from the CRM opportunity
  • Deal Close Date comes from the CRM opportunity
  • Attributed Revenue is 100% of the amount field in the CRM opportunity (because first-touch attribution credits all of the revenue to the asset touched first by the contacts in the opportunity)

The Deals drill-down in the Multi-Touch tab includes these columns:

  • Deal Name comes from the CRM opportunity
  • Deal Close Date comes from the CRM opportunity
  • Touches is the number of unique contacts in this deal who responded to the asset
  • Revenue is the total amount of the deal (100%), shown for reference
  • Attributed Revenue is the multi-touch weighted portion of the deal revenue. This is determined by the number and types of all the touchpoints of all the contacts associated with this deal. Use this to see if this asset is attributed a small or large part of the deal revenue.

The data sets leveraged in this report include:

  • Act-On account must be connected to Salesforce, Microsoft Dynamics or SugarCRM
  • The CRM Administration must be syncing and on a sync schedule
    • Have your CRM Administration set up on a sync. Set the sync settings in Reports > CRM Administration. The fields that are pre-selected are the fields Act-On reads to provide you with accurate reporting.
  • The Contact must be part of your All CRM Contact list.
    • Go to Contacts > Marketing Lists, and click the Import button
    • Select All "Your CRM" Contacts
    • Set the sync settings of this list to pull your CRM Leads data as often as you need it to be refreshed (e.g., daily). Click the list to display the menu and select Import/Export > "Your CRM" Sync Setup and click the Schedule button to select the desired sync schedule.
  • The Contact must:
    • Be must be known within Act-On
    • Have interacted with Act-On assets during the date range time selected
    • Be part of the CRM opportunity during the date range time selected
  • The Opportunity must:
    • Use the necessary, standard CRM Opportunity fields which include:
      • Opportunity Name,
      • Amount,
      • Close Date
      • Opportunity stage equals Won.
  • Custom Objects and custom fields are not yet supported within this report.  You must use the standard Opportunity object/entity/module with the standard opportunity fields. 
  • Have an integrated Salesforce, Microsoft Dynamics, or SugarCRM account (other CRMs soon to be supported)
  • Have your CRM Administration set up on a sync. Set the sync settings in Reports > CRM Administration. The fields that are pre-selected are the fields Act-On reads to provide you with accurate reporting.