The Web Activities List Report (Digital Attribution)

Prerequisites

In order to use this feature, you must have access to Digital Attribution as part of your Terminus subscription. 

To learn more about Digital Attribution, check out these related article:

• Digital Attribution: Feature Guide
• Digital Attribution: Implementation & FAQ Guide

Report Overview

Terminus’s Digital Attribution leverages website tagging, UTM parameters, and your Terminus CRM integration to provide visibility into the digital sources that are driving outcomes like engagement and conversions on your website. With Digital Attribution, Terminus customers can better understand the conversion path - from how people are finding their content, to the channels that are driving people back to their website - and gain insight into what digital channels are contributing to the most engagement and conversion activity.

Terminus’s Digital Attribution reporting can be used to answer questions like:

• How are people finding my content?
• What channels are driving people back to my website / content?
• Which specific channels are the most effective at driving users to content assets, and yielding conversions?
• Which digital channels and campaigns influence the most pipeline and revenue?
• Which ungated website pages are driving awareness within an account?
• What digital channels should I be investing more / less in?

The Web Activities List report is part of the Digital Attribution reporting suite. It provides a detailed list of all digital sources that are driving website engagement and conversions within a designated reporting time period.

Report Details

The Web Activities List report can be found under the “Digital Attribution” report list, within the Measurement Studio navigation.

Report Settings

The date cohort filter can be used to view UTM campaign activity within a specified date range.

Just below the date cohort are additional report settings. These can be used to filter UTM campaign activity even further, and include:

UTM Campaigns That…

• Have Activity In This Cohort: UTM campaigns that drove web activity within the selected reporting date range.
• Influenced Oppts That Have a Close Date in This Cohort: UTM campaign activity from accounts that have an opportunity close date within the selected reporting date range. This is based on the opportunity close date in your Terminus-connected CRM.
• Influenced Oppts Created in This Cohort: UTM campaign activity from accounts that had a new opportunity created within the selected reporting date range. This is based on the opportunity created date in your Terminus-connected CRM.

Influence Type

• Any: UTM campaign activity that happened either pre- or post-opportunity creation.
• Pre-Opportunity Influence: UTM campaign activity that happened before the opportunity created date.
• Post-Opportunity Influence: UTM campaign activity that happened after the opportunity created date.

Attribution Model

• Single-Touch: First Touch: UTM campaign activity that was the first tracked activity before an opportunity was created. In this model, these touches would be assigned credit for sourcing the opportunity.
• Single-Touch: Last Touch: UTM campaign activity that was the last tracked activity before an opportunity was created. In this model, these touches would be assigned credit for converting the opportunity.
• Multi-Touch: Evenly Weighted: UTM campaign activity that happened at any point before an opportunity was created. In this model, all touches would be assigned even credit for the opportunity.

Feature Note: Influence vs. Attribution

Marketing Influence is used to measure the overall reach of your campaigns, and the impact of your brand. This method of measurement demonstrates how each program drives engagement by “sharing credit” for outcomes like pipeline and revenue.

Some marketing organizations may also choose to use Marketing Attribution to assign value to their marketing programs. With this method of measurement, every touchpoint is fighting for credit, and it can be used to inform your decision making around what is actually moving the needle. The Web Activities List report will reflect both Influence and Attribution metrics to accommodate both styles of performance reporting.

For more information on how influence & attribution are measured in the Terminus platform, please see this article.

UTM Source View

The default view in the Web Activities List report is the UTM Source tab. The utm_source parameter is used to identify the advertiser, website, publication, etc. that is sending traffic to your property, for example: google, direct, email, etc.

Within the primary data table, users can view details related to UTM source traffic, including:

• UTM Medium: The utm_medium parameter associated with the utm_source. The UTM medium is the designated advertising or marketing medium, for example: cpc, banner, email newsletter.
• Campaign Responses: The number of CRM campaign responses associated with those utm_source / utm_medium parameters in the selected reporting cohort.
• People Influenced: The unique number of people (leads/contacts) that had a campaign response with those utm_source / utm_medium parameters. If an individual engages with multiple campaigns within a given type, they will only be counted once.
• Accounts Influenced: The number of unique accounts with associated people (leads/contacts) that have responded to a campaign with those utm_source / utm_medium parameters.
• Opportunities Influenced: The number of unique opportunities influenced by campaigns with those utm_source / utm_medium parameters. Opportunity influence is account-based, factoring all campaign responses from any person associated with the account where the opportunity is later created, or is already open when the campaign response occurred. Opportunities influenced may currently be in an open stage or may have progressed to closed won or closed lost.
• Deals Influenced: The number of unique closed won opportunities influenced by campaigns with those utm_source / utm_medium parameters. Deal influence is account-based, factoring all campaign responses from any person associated with the account when the campaign responses occurred before the opportunity was created or during the opportunity cycle.
• Pipeline Attributed: The total attributed value of responses associated with any campaigns with those utm_source / utm_medium parameters that occurred from lead acquisition to opportunity creation. An opportunity can be open, closed won, or closed lost.
• Revenue Attributed: The total attributed value of responses associated with campaigns with those utm_source / utm_medium parameters from lead acquisition to opportunity close on closed won opportunities.
• Pipeline Influenced: Sum of the total value of all opportunities influenced by campaigns with those utm_source / utm_medium parameters within the selected cohort.
• Revenue Influenced: Sum of the total value of all closed won opportunities influenced by campaigns with those utm_source / utm_medium parameters within the selected cohort.

Clicking on the dropdown error next to a UTM Source will reveal additional information about the specific campaigns, and campaign types, that the responses came from.

UTM Medium View

The UTM Medium view is similar to UTM Source, but organizes data at the utm_medium level. The UTM medium is the designated advertising or marketing medium, for example: cpc, banner, email, sponsored content, etc.

UTM Campaign View

The UTM Campaign tab organizes data at the utm_campaign level. The utm_campaign parameter is used to identify a specific promotion or strategic campaign associated with the activity, (for example: chat-ebook, coffee-direct-mail, abm-101-webinar).

Similar to the UTM Source view, you can use the drop down options next to each utm_campaign to see the specific campaign or URL (for ungated web touches) associated with the activity.

By default, this view will show all UTM campaign activity from all sources. Using the dropdown menu just above the table, however, you can adjust your view to only see activity from specific UTM sources.

Web Activities List Dashboard Tiles

The data from the Web Activities List report can also be represented within your Terminus Dashboards, via the dashboard tiles.

The settings on these tiles will mirror the settings in the Web Activities List report itself. The tile can be added to a dashboard via the Dashboards page, or directly from the report.