Boosting Your CRM Productivity

Appendix A – Terminology

Web Analytics

Term Description
Account Currency Google AdWords or Microsoft Bing Ads account currency.
Account Name Google AdWords or Microsoft Bing Ads account name.
Account Id Google AdWords or Microsoft Bing Ads account Id.
Ad Group The adgroup name of online ad that generated the inbound lead.
Ad Group Id The adgroup id of online ad that generated the inbound lead.
Ad Id The id of online ad that generated the inbound lead.
Ad Network The network where the click came for the Google Adwords or Microsoft Bing Ads advert that generated this lead. Possible values: Google Search, Google Search Partner, or Google Display Network; Bing Ads Search, Bing Ads Search Partner, or Bing Ads Search and Search Partner.
Ad Type The type of ad that generated the inbound lead.Possible valuea are Text, Image, Display, Mobile or Shopping.
Campaign The campaign name of online ad that generated the inbound lead.
Campaign Id The campaign id of online ad that generated the inbound lead.
City Inferred city of the the location when the web form was filled.
Country Inferred country of the the location when the web form was filled.
Click Type The type of click on the advert that generated the inbound lead. Possible values are Headline, Phone calls, Other, Sitelink, Product listing ad, Driving direction, Print offer, Breadcrumbs, Manually dialed phone calls, Mobile phone calls, or Get location details.
Device The device used by the visitor to view and click the online ad. Possible values are Computers, Mobile, Tablet, or Other.
GclId Google Click Identifier.
Headline The headline text of the online ad that generated the inbound lead.
Inbound Lead The lead which came into Salesforce via filling a form on the landing page.
Keyword The keyword of online ad that generated the inbound lead.
Keyword Id The keyword id of online ad that generated the inbound lead.
Landing Page A web page with a form to capture details regarding a product or service inquiry from the visitor. The visitor typically arrives at the landing page in response to clicking on a search engine optimized search result or an online advertisement.
Landing URL The URL of the landing page.
Match Type Match type for a keyword. Possible values are Broad, Exact, Auto, Phrase, Content.
Referral URL The original URL that sent the user to the inbound lead’s landing page.
Search Query The search query term that generated the inbound lead.
Text Ad Destination URL The destination url in Google Adwords or Microsoft Bing Ads advert that generated the inbound lead.
Text Ad Display URL The display url in Google Adwords or Microsoft Bing Ads advert that generated the inbound lead.
Traffic Source The web source that generated the inbound lead or the value set in the utm_source parameter.
Traffic Type Type of traffic source that sent the visitor to the web form. Possible values: Organic, Paid or the value set in the utm_medium parameter.
Web Form URL The URL of the page where the user filled a form that generated the inbound lead.

 

Reporting Metrics

Term Description
Account Cost / Lead The average amount spent on the ad account to generate one inbound lead during the year when the lead was created (Investment year to date / Total no. of leads). This value is specified in your Salesforce org default currency.
Account Cost / Opportunity The average amount spent on the ad account to generate one opportunity during the year when the lead was created (Investment year to date / Total no. of opps). This value is specified in your Salesforce org default currency.
Account Cost / Won Opportunity The average amount spent on the ad account to generate a closed won opportunity during the year when the lead was created (Investment year to date / Total no. of Won opps). This value is specified in your Salesforce org default currency.
AdGroup Cost / Lead The average amount spent on the specific adgroup to generate an inbound lead during the year when the lead was created (Investment year to date / Total no. of leads). This value is specified in your Salesforce org default currency.
AdGroup Cost / Opportunity The average amount spent on the specific adgroup to generate one opportunity during the year when the lead was created (Investment year to date / Total no. of opps). This value is specified in your Salesforce org default currency.
AdGroup Cost / Won Opportunity The average amount spent on the specific adgroup to generate a closed won opportunity during the year when the lead was created (Investment year to date / Total no. of Won opps). This value is specified in your Salesforce org default currency.
Ad Cost / Lead The average amount spent on the specific ad to generate one inbound lead during the year when the lead was created (Investment year to date / Total no. of leads).This value is specified in your Salesforce org default currency.
Ad Cost / Opportunity The average amount spent on the specific ad to generate one opportunity during the year when the lead was created (Investment year to date / Total no. of opps). This value is specified in your Salesforce org default currency.
Ad Cost / Won Opportunity The average amount spent on the specific ad to generate a closed won opportunity during the year when the lead was created (Investment year to date / Total no. of Won opps). This value is specified in your Salesforce org default currency.
Campaign Cost / Lead The average amount spent on the specific ad campaign to generate one inbound lead during the year when the lead was created (Investment year to date / Total no. of leads). This value is specified in your Salesforce org default currency.
Campaign Cost / Opportunity The average amount spent on the specific ad campaign to generate one opportunity during the year when the lead was created (Investment year to date / Total no. of opps). This value is specified in your Salesforce org default currency.
Campaign Cost / Won Opportunity The average amount spent on the specific ad campaign to generate a closed won opportunity during the year when the lead was created (Investment year to date / Total no. of Won opps). This value is specified in your Salesforce org default currency.
Keyword Cost / Lead The average amount spent on the specific keyword to generate one inbound lead during the year when the lead was created (Investment year to date / Total no. of leads). This value is specified in your Salesforce org default currency.
Keyword Cost / Opportunity The average amount spent on the specific keyword to generate one opportunity during the year when the lead was created (Investment year to date / Total no. of opps). This value is specified in your Salesforce org default currency.
Keyword Cost / Won Opportunity The average amount spent on the specific keyword to generate a closed won opportunity during the year when the lead was created (Investment year to date / Total no. of Won opps). This value is specified in your Salesforce org default currency.

 

Scorecard Metrics

Term Description
Avg. Cost / Inbound The amount that you spent on your online ad campaigns to generate one inbound.
Avg. Cost / Opportunity The amount that you spent on your online ad campaigns to generate one opportunity.
Avg. ROI The overall return on investment (ROI) of your online efforts during a selected time period.
Net Revenue Shows the revenue after deducting total investment from the total actual revenue.
Total Inbound Leads The number of inbound leads generated during the selected time period.
Total Converted Inbound Leads The number of inbound leads that are converted to Opportunities during the selected time period.
% Inbound Lead Conversion Shows the % conversion of inbound leads to Opportunities during the selected time period.
Total Inbound Contacts The number of inbound contacts generated during the selected time period.
Total Opportunities The number of Opportunities created from the above inbounds.
Total Won Opportunities The number of Opportunities won from the Total Opportunities.
% Opportunity Conversion Shows the % of the Total Opportunities that were won.
Total Pipeline Revenue The total value of all opportunities (including closed/won).
Total Expected Revenue The probability weighted total value of all opportunities (including closed/won).
Total Actual Revenue Shows the total value of closed won Opportunities.
Total Investment Shows the amount that you have spent on Google AdWords or Microsoft Bing Ads campaigns during the selected time period. This amount is shown in your Salesforce Org default currency.

 

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