B2B Marketing Analytics Implementation Guide

B2B Marketing Analytics

Implementation Guide

Salesforce, Summer ’24

Last updated: July 5, 2024

names and marks. Other marks appearing herein may be trademarks of their respective owners.

CONTENTS

Set Up B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Prerequisites for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Set Up B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Permissions for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Migration for Legacy Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Considerations for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Create and Upgrade B2B Marketing Analytics Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Create a B2B Marketing Analytics App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Reconfigure B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Upgrade a B2B Marketing Analytics Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Optional Uses for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Account-Based Marketing Dashboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Multi-Touch Attribution Dashboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Prospect and Activity Dataset . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

B2B Marketing Analytics Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

B2B Marketing Analytics Dashboards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

B2B Marketing Analytics Datasets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

SET UP B2B MARKETING ANALYTICS

B2B Marketing Analytics is a CRM Analytics app that segments and visualizes your marketing and sales data. After you assign user

permissions, marketers can create B2B Marketing Analytics dashboards in CRM Analytics Studio.

Before you begin, you must have a verified Salesforce connector. See Setting Up a Salesforce Connector for Business Units Purchased

After February 11, 2019 or Setting Up a Salesforce Connector for Business Units Purchased Before February 11, 2019.

Prerequisites for B2B Marketing Analytics

The setup process for B2B Marketing Analytics varies based on when the feature was purchased or previously set up. Your permission

set license affects how you enable B2B Marketing Analytics. To get the newest tools and data after the initial setup, users must update

their apps periodically.

Considerations for B2B Marketing Analytics

Keep these considerations in mind while you set up and use B2B Marketing Analytics.

Create and Upgrade B2B Marketing Analytics Apps

To explore dashboards and lenses, create an app with the B2B Marketing Analytics template. As feature updates become available

to B2B Marketing Analytics, you must upgrade your apps. You can also change an app’s settings at any time by reconfiguring it.

Optional Uses for B2B Marketing Analytics

Your business goals dictate how you set up each B2B Marketing Analytics app. For example, track opportunities at each touchpoint

or dig into engagement on a specific account. Optional dashboards are available with B2B Marketing Analytics.

B2B Marketing Analytics Glossary

Familiarize yourself with common CRM Analytics terminology.

Prerequisites for B2B Marketing Analytics

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

USER PERMISSIONS

To enable CRM Analytics

platform:

• Customize Application

To create permission sets:

• Manage Profiles AND

Permission Sets

The setup process for B2B Marketing Analytics varies based on when the feature was purchased or

previously set up. Your permission set license affects how you enable B2B Marketing Analytics. To

get the newest tools and data after the initial setup, users must update their apps periodically.

Note: To find out which license you’re using, head over to Salesforce Setup. Open Company

Information, and look for the Permission Set License field. To find your connector version,

open Account Engagement Settings. Under Account Information, find the Salesforce Connector

Version field.This information can help you determine which permissions your B2B Marketing

Analytics users need.

User Permissions—If you have the B2B Marketing Analytics permission set license, the permissions

you need are already available in your org. If you have the Analytics Embedded App permission set

license, you must create custom permission sets. To give managers and users access to apps, make

two permission sets and name them Manage CRM Analytics Templated Apps and Use CRM Analytics

Templated Apps.

•

Base each permission set on the Analytics Embedded Apps permission set license.

•

For the Manage permission set, allow all the available permissions and add the Create B2B

Marketing Analytics Apps and Manage CRM Analytics Templated Apps user permissions. Then,

assign the Manage permission set to the integration user (or connector user) and other power

users.

•

For the Use permission set, allow the permissions that you want a typical user to have. Add the

Create B2B Marketing Analytics Apps and Use CRM Analytics Templated Apps user permissions.

Then, assign the Use permission set to users who need access to B2B Marketing Analytics

dashboards and apps.

Important: Make sure that your connector user (either Connector User or Integration User) retains the necessary permissions at

all times. If you unassign the connector user’s permissions, B2B Marketing Analytics apps stop updating. Additional licenses are

available with CRM Analytics Platform licenses, if more users need access.

App Updates—If it’s your first time setting up B2B Marketing Analytics, follow the setup steps and then tell users they can create their

own apps in Analytics Studio. If your org already contains B2B Marketing Analytics apps, make sure you’re using the latest version. For

information about legacy B2B Marketing Analytics, check out Migration for Legacy Users on page 6. When changes are made to the

B2B Marketing Analytics product, users must update each of their apps. A notification appears in the toolbar. Upgrade a B2B Marketing

Analytics Template on page 13

Multi-Touch Attribution Dashboard—If you want to use the optional Multi-Touch Attribution dashboard, set up Customizable Campaign

Influence first.

Set Up B2B Marketing Analytics

Review the prerequisites and permissions details for B2B Marketing Analytics, and then enable the feature in the Marketing Setup

app.

Permissions for B2B Marketing Analytics

Create and assign permission sets for the connector user and B2B Marketing Analytics users. The app version that you use determines

which permission names are available.

Prerequisites for B2B Marketing AnalyticsSet Up B2B Marketing Analytics

Migration for Legacy Users

Datasets in legacy B2B Marketing Analytics apps are longer updated. Legacy apps include any custom apps that you made without

selecting the B2B Marketing Analytics app template during setup. To get access to the most recent features and data, upgrade to

templated apps.

Set Up B2B Marketing Analytics

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

USER PERMISSIONS

To assign permission sets:

• Assign Permission Sets

AND

View Setup and

Configuration

To create B2B Marketing

Analytics apps:

• Manage CRM Analytics

Templated Apps

AND

Create B2B Marketing

Analytics Apps OR B2B

Marketing Analytics App

permission set

Review the prerequisites and permissions details for B2B Marketing Analytics, and then enable the

feature in the Marketing Setup app.

Note: Tableau CRM is now known as CRM Analytics. We wish we could snap our fingers to

update the name everywhere, but you can expect to see the previous name in a few places

until we replace it.

For new users to B2B Marketing Analytics, here’s the fastest way to get started.

1. From Marketing Setup, select B2B Marketing Analytics, and then click Getting Started.

2. Expand each section to complete each task.

a. Share Marketing Data: Click Manage Assignments, and then add the Integration user to

the selected permission set. Then, add the sales and marketing users who need access to

B2B Marketing Analytics apps.

b. Enable CRM Analytics: Click Open CRM Analytics Setup, and then enable CRM Analytics.

If the Data Rows heading and Setup tiles appear, it’s enabled.

c. Enable Data Sync and Connections: Click Open CRM Analytics Settings, select Enable

Data Sync and Connections, and then save.

3. Schedule replication.

4. After settings and permission sets are in place, you or your users can open Analytics Studio and

begin creating apps.

To set up optional datasets and dashboards, select Optional Features in Marketing Setup.

Tip: By default, archived prospect data is included in CRM Analytics datasets. To exclude data

from archived prospects in the pdProspects and odProspectActivity datasets, edit the

preference in Account Engagement Settings.

Note: The Data Sync and Connections setting is recommended for most users because it

improves performance in CRM Analytics. When Data Sync is on, you must schedule replication

to get the latest data. If you have any CRM Analytics apps besides B2B Marketing Analytics,

Data Sync can retain other apps’ filters and show inaccurate data in B2B Marketing Analytics.

Permissions for B2B Marketing Analytics

USER PERMISSIONS

To select who can use B2B

Marketing Analytics:

• Customize Application

AND Modify All Data

Create and assign permission sets for the connector user and B2B Marketing Analytics users. The

app version that you use determines which permission names are available.

To find out which license you’re using, head over to Salesforce Setup. Open Company Information,

and look for the Permission Set License field. To find your connector version, open Account

Engagement Settings. Under Account Information, find the Salesforce Connector Version field.This

information can help you determine which permissions your B2B Marketing Analytics users need.

Set Up B2B Marketing AnalyticsSet Up B2B Marketing Analytics

If your org uses the Analytics Embedded App permission set license, review Migration for Legacy Users.

Note: Each B2B Marketing Analytics subscription provides five users.

Connector User

The connector user is used in orgs with the v1 Salesforce connector. The connector user must retain access to the following permissions

at all times. If you reassign the connector user for other purposes, B2B Marketing Analytics can’t receive updated data.

Permission Set Licenses

•

B2B Marketing Analytics

•

CRM User OR Sales User OR Service User

Permission Sets

•

Pardot Connector User

•

CRM User OR Sales Cloud User OR Service Cloud User

•

B2B Marketing Analytics App

System Permissions

The B2B Marketing Analytics App permission set includes these system permissions by default.

•

Create B2B Marketing Analytics Apps

•

Download CRM Analytics Data

•

Edit CRM Analytics Dataflows

•

Manage CRM Analytics Templated Apps

•

Use CRM Analytics Templated Apps

Integration User

The integration user is found in orgs with the v2 Salesforce connector. The integration user must retain access to the following permissions

at all times. If you reassign the integration user for other purposes, B2B Marketing Analytics can’t receive updated data.

Permission Set Licenses

•

B2B Marketing Analytics

Permission Sets

•

Pardot Integration User

•

B2B Marketing Analytics App

System Permissions

Make sure that the B2B Marketing Analytics App permission set includes these system permissions.

•

Create B2B Marketing Analytics Apps

•

Download CRM Analytics Data

•

Edit CRM Analytics Dataflows

•

Manage CRM Analytics Templated Apps

•

Use CRM Analytics Templated Apps

Permissions for B2B Marketing AnalyticsSet Up B2B Marketing Analytics

Manage Analytics User

Permission Set Licenses

•

B2B Marketing Analytics

•

Account Engagement OR CRM User OR Sales User OR Service User

Permission Sets

•

Account Engagement User OR CRM User OR Sales Cloud User OR Service Cloud User

•

B2B Marketing Analytics App

System Permissions

Make sure that the B2B Marketing Analytics App permission set includes these system permissions.

•

Create B2B Marketing Analytics Apps

•

Download CRM Analytics Data

•

Edit CRM Analytics Dataflows

•

Manage CRM Analytics Templated Apps

•

Use CRM Analytics Templated Apps

Use Analytics User

Use a custom permission set to create use-only users. We recommend that you clone the original B2B Marketing Analytics permission

set and remove unnecessary system permissions.

Permission Set Licenses

•

B2B Marketing Analytics

•

Account Engagement OR CRM User OR Sales User OR Service User

Permission Sets

•

Account Engagement User OR CRM User OR Sales Cloud User OR Service Cloud User

•

B2B Marketing Analytics App

System Permissions

Make sure that the cloned B2B Marketing Analytics permission set includes these system permissions.

•

B2B Marketing Analytics Apps

•

Use CRM Analytics Templated Apps

Create Permission Sets

Create permission sets that contain the permissions necessary for your users to complete a specific job or task.

Permissions for B2B Marketing AnalyticsSet Up B2B Marketing Analytics

Create Permission Sets

EDITIONS

Available in: both Salesforce

Classic (not available in all

orgs) and Lightning

Experience

Available in: Essentials,

Contact Manager,

Professional, Group,

Enterprise, Performance,

Unlimited, Developer, and

Database.com Editions

USER PERMISSIONS

To create permission sets:

• Manage Profiles and

Permission Sets

To assign permission sets:

• Assign Permission Sets

Create permission sets that contain the permissions necessary for your users to complete a specific

job or task.

You can clone a permission set or create one. A cloned permission set starts with the same licenses

and enabled permissions as the original one. A new permission set starts with no licenses selected

and no permissions enabled.

Tip: If your org has many permission sets, using permission set groups can help improve

performance.

1. From Setup, in the Quick Find box, enter Permission Sets, and then select Permission

Sets.

2. Click New.

3. Enter your permission set information.

4. Select the types of users for the permission set. Select a specific user or permission set license.

Or, if users with different licenses are assigned the permission set, select None. If the permission

set is associated with a specific license, it can only include the permission and settings entitled

by that license.

When creating a permission set for a specific permission set license, refer to that feature’s

documentation. For example, to create a permission set for the Identity Connect permission

set license, use these steps along with the Identity Connect documentation.

5. Add the required permissions and settings to the permission set. For more information, see

Configure Permissions and Access in Permission Sets in Salesforce Help.

Example: You have several Sales Users who are currently allowed to read, create, and edit leads. But you need some users to

also delete and transfer leads. You create a permission set for this specific task. Under Object Settings, select Leads and enable

delete. Under App Permissions, find and enable the Transfer Leads permission. Assign the permission set to users who need these

permissions.

Migration for Legacy Users

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

Datasets in legacy B2B Marketing Analytics apps are longer updated. Legacy apps include any

custom apps that you made without selecting the B2B Marketing Analytics app template during

setup. To get access to the most recent features and data, upgrade to templated apps.

Migration steps vary depending on when you purchased B2B Marketing Analytics and whether you

enabled a recent version. Review these setup descriptions to identify which steps to take.

If you choose to migrate your app’s customizations, learn what to do before and after.

•

Before You Upgrade

•

After You Upgrade

Set Up for Legacy Add-On Users

I purchased B2B Marketing Analytics as an add-on, and I didn’t migrate to the app template.

Migrate your legacy apps to the latest version of B2B Marketing Analytics. The permission set license

in your account is called Analytics Embedded App.

Migration for Legacy UsersSet Up B2B Marketing Analytics

1. Review the prerequisite settings.

2. Create the Manage CRM Analytics Templated Apps permission set, and assign it to the connector user.

3. Create the Use CRM Analytics Templated Apps perm set, and assign it to sales and marketing users.

4. Save custom lenses, datasets, or dashboards to the My Shared Apps or My Private Apps folder.

5. Create an app.

Permissions for the Analytics Embedded App License

The app version that you use determines which permissions are available. After you determine which Salesforce permission set

license you have, assign the other permission sets and system permissions to different types of users.

Permissions for the Analytics Embedded App License

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

The app version that you use determines which permissions are available. After you determine

which Salesforce permission set license you have, assign the other permission sets and system

permissions to different types of users.

To find out which license you’re using, head over to Salesforce Setup. Open Company Information,

and look for the Permission Set License field. To find your connector version, open Account

Engagement Settings. Under Account Information, find the Salesforce Connector Version field.This

information can help you determine which permissions your B2B Marketing Analytics users need.

If you have the Analytics Embedded Apps permission set license, refer to the following list of

permissions.

Note: System labels have been updated to reflect branding changes. Some older labels

continue to include Pardot, Analytics, or Tableau CRM.

Connector User, Integration User, and Manage Analytics Users

Permission Set Licenses

•

Analytics Embedded App

•

CRM User OR Sales User OR Service User

Permission Sets

•

Pardot Connector User (for v1 connector) OR Pardot Integration User (for v2 connector)

•

CRM User OR Sales Cloud User OR Service Cloud User

•

Manage Templated Analytics Apps (custom) or Manage Templated CRM Analytics Apps (custom)

System Permissions

Make sure that the permission set you create to manage templated apps includes these system permissions.

•

Create and Edit CRM Analytics Dashboard

•

Create B2B Marketing Analytics Apps

•

Download CRM Analytics Data

•

Edit CRM Analytics Dataflows

•

Edit Dataset Recipes

•

Manage CRM Analytics Templated Apps

•

Upload External Data to CRM Analytics

Migration for Legacy UsersSet Up B2B Marketing Analytics

•

Use CRM Analytics

•

Use CRM Analytics Templated Apps

Use Analytics Salesforce User

Permission Set Licenses

•

Analytics Embedded App

•

CRM User OR Sales User OR Service User

Permission Sets

•

Pardot Connector User (for v1 connector) OR Pardot Integration User (for v2 connector)

•

CRM User OR Sales Cloud User OR Service Cloud User

•

Use Templated Analytics Apps (custom) OR Manage Templated CRM Analytics Apps (custom)

System Permissions

Make sure that the permission set you create to use templated apps includes these system permissions.

•

Create B2B Marketing Analytics Apps

•

Use CRM Analytics

•

Use CRM Analytics Templated Apps

Considerations for B2B Marketing Analytics

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

Keep these considerations in mind while you set up and use B2B Marketing Analytics.

Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could

snap our fingers to update the name everywhere, but you can expect to see the previous

name in a few places until we replace it, including in the app itself.

Setting Up B2B Marketing Analytics

•

The Multi-Touch Attribution Dashboard, Account-Based Dashboard, Einstein Behavior Scoring

dashboard, and Prospect and Activity dataset are optional.

•

We don’t recommend using B2B Marketing Analytics in sandbox orgs. To test dashboards,

create a private app to configure and explore. Then, share the app with colleagues.

•

The necessary permission sets provide Editor access for B2B Marketing Analytics apps to every

user. To restrict this ability, you can update the sharing settings. To keep data flowing as expected,

make sure that the connector or integration user retains Editor access.

•

If you assigned all of your available licenses, the CRM Analytics Platform license can share access with additional sales and marketing

users.

Updating the App Template

•

B2B Marketing Analytics is built on a CRM Analytics app template, which is updated a few times per year. An admin can enable the

feature, but users must install and upgrade their apps as needed.

Considerations for B2B Marketing AnalyticsSet Up B2B Marketing Analytics

•

Each time users upgrade to the latest app, they can overwrite the existing app or create one. When users overwrite an app, they lose

custom dashboards and settings. Make a note of which dashboards, datasets, and lenses use any standard Account Engagement

elements.

•

To migrate customizations, move dashboards, datasets, and saved lenses into My Shared App or My Private App. Next, upgrade the

app and edit the existing queries to reference the new dataset IDs. Confirm that important assets and customizations are available

in the new app.

•

Choose whether to keep older versions of apps for reference or delete them. When a new app is available, the previous version is

no longer updated or supported.

Using Multiple Business Units

You can use B2B Marketing Analytics apps with multiple business units, but individual dashboards behave differently.

•

Create an app for each business unit that you want to work with by entering the Account Engagement business unit ID when you

set up the app. Available data is then limited to that business unit in the Engagement, Pipeline, Marketing Manager, and Einstein

Behavior Scoring dashboards.

•

Multi-Touch Attribution (MTA) and Account-Based Marketing (ABM) dashboards show all available Account Engagement data,

regardless of the app’s associated business unit.

•

To filter MTA or ABM dashboards, build a lens from available fields in the datasets.

•

Marketing Data Sharing and row-level settings don’t affect the data shown in B2B Marketing Analytics dashboards.

•

For best results when filtering a dashboard by date, we recommend that you use the Relative date mode.

The Data Sync and Connections setting is recommended for most users because it improves performance in CRM Analytics. When Data

Sync is on, you must schedule replication to get the latest data. If you have any CRM Analytics apps besides B2B Marketing Analytics,

Data Sync can retain other apps’ filters and show inaccurate data in B2B Marketing Analytics.

Using B2B Marketing Analytics

Note: As of the Summer ’20 release, datasets in legacy B2B Marketing Analytics apps are no longer updated. Legacy apps include

any custom apps that you created without selecting the B2B Marketing Analytics app template during setup. For the latest datasets

and features, re-create your apps with the B2B Marketing Analytics app template.

•

B2B Marketing Analytics uses the currency setting from your Account Engagement business unit. Regardless of locale settings,

currency formats in CRM Analytics apps support only decimals for the decimal separator and commas for the grouping separator.

Considerations for B2B Marketing AnalyticsSet Up B2B Marketing Analytics

•

The Multi-Touch Attribution dashboard includes a filter for campaign influence models. The filter list contains only models that have

campaigns and opportunities associated with them. The list can be empty for newer users.

•

In orgs with Engagement History enabled, Analytics Studio contains a read-only Engagement History app. Users can work with lenses

to explore the dataset: 90 days of engagement data from connected campaigns and synced assets. This app powers the Engagement

History Dashboard Lightning component.

•

B2B Marketing Analytics isn’t fully supported on Lightning Experience on iPad Safari. Dashboards don’t always appear completely

inside Analytics Studio, so we recommend that you open the app from the Analytics tab in Lightning Experience. Alternatively, try

the CRM Analytics mobile app for iOS.

Working with Data

•

B2B Marketing Analytics uses Bulk API calls to aggregate data in the datasets. This usage doesn’t count against your Salesforce or

Account Engagement API request limits.

•

External datasets originate in Account Engagement and can’t be edited in the Data Manager. They’re updated every 24 hours and

can’t be synced manually. The external datasets are:

•

Pardot Campaign

–

Pardot Email

–

Pardot Email Template

–

Pardot Form and Form Handler

–

Pardot Landing Page

–

Pardot Opportunity

–

Pardot Prospect

–

Pardot Tags

–

Pardot Visitor

•

For other datasets, you can schedule sync to avoid overlap and improve performance.

•

If you use B2B Marketing Analytics without embedded Engagement History dashboards enabled, you can sync up to 25 million rows

of data.

•

For Account Engagement Growth Edition, Engagement History can sync up to 90 days or 50 million rows of data, whichever comes

first. For Account Engagement Plus, Advanced, and Premium Editions where B2B Marketing Analytics and the Prospect and Activity

dataset are enabled, these features can sync up to 3 years or 35 million rows in total.

•

Due to date filters, time zones, and other factors, you can encounter discrepancies between data in Account Engagement and B2B

Marketing Analytics data. Find out more in this Knowledge Article: Data Discrepancies in B2B Marketing Analytics.

Considerations for B2B Marketing AnalyticsSet Up B2B Marketing Analytics

Create and Upgrade B2B Marketing Analytics Apps

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

To explore dashboards and lenses, create an app with the B2B Marketing Analytics template. As

feature updates become available to B2B Marketing Analytics, you must upgrade your apps. You

can also change an app’s settings at any time by reconfiguring it.

Create a B2B Marketing Analytics App

To create a B2B Marketing Analytics app in your org, navigate to Analytics Studio and answer

the setup questions.

Reconfigure B2B Marketing Analytics

If you make a mistake during setup or have new business needs, you can change the

configuration of your B2B Marketing Analytics app at any time.

Upgrade a B2B Marketing Analytics Template

Each time Salesforce releases new datasets and improvements to the B2B Marketing Analytics

template, each user must update their B2B Marketing Analytics app. When an upgrade is

available, a link to upgrade appears in the app header.

Create a B2B Marketing Analytics App

USER PERMISSIONS

To create a B2B Marketing

Analytics app:

• Manage CRM Analytics

Templated Apps AND

Create B2B Marketing

Analytics Apps OR B2B

Marketing Analytics

permission set

To use B2B Marketing

Analytics

• Use CRM Analytics AND

Create B2B Marketing

Analytics Apps OR B2B

Marketing Analytics

permission set

To create a B2B Marketing Analytics app in your org, navigate to Analytics Studio and answer the

setup questions.

In Salesforce, from the App Launcher ( ), find and open Analytics Studio.

2. Click Create and select App.

3. Click Start from Template and then select B2B Marketing Analytics.

The app called B2B Marketing Analytics Legacy is no longer supported. Click through to the

Details page, and verify that Version 2.0 appears in the sidebar.

4. Click Next and continue through setup.

5. Click Done.

Note: During the setup process, choose whether to include optional dashboards and datasets.

Create and Upgrade B2B Marketing Analytics AppsSet Up B2B Marketing Analytics

The setup process continues in the background. To see the status of your app, navigate to Settings > Data Manager > Dataflow View

in Analytics Studio.

Reconfigure B2B Marketing Analytics

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

USER PERMISSIONS

To reconfigure B2B

Marketing Analytics:

• Manage CRM Analytics

Templated Apps AND

Create B2B Marketing

Analytics Apps OR B2B

Marketing Analytics

permission set

If you make a mistake during setup or have new business needs, you can change the configuration

of your B2B Marketing Analytics app at any time.

Important: This process overwrites custom dashboards. Before you reconfigure, back up

your app and save any dataset IDs.

1. Open your B2B Marketing Analytics app in Analytics Studio.

2. Click Reconfigure app.

To migrate customizations, move dashboards, datasets, and saved lenses into My Shared App or My Private App. Next, upgrade the

app and edit the existing queries to reference the new dataset IDs. Confirm that important assets and customizations are available

in the new app.

3. Work through the setup questions.

4. Click Done.

Check the update status at Settings > Data Manager > Dataflow View in Analytics Studio.

Reconfigure B2B Marketing AnalyticsSet Up B2B Marketing Analytics

Upgrade a B2B Marketing Analytics Template

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

USER PERMISSIONS

To upgrade B2B Marketing

Analytics:

• Manage CRM Analytics

Templated Apps AND

Create B2B Marketing

Analytics Apps OR B2B

Marketing Analytics

permission set

To use B2B Marketing

Analytics:

• Use CRM Analytics

Templated Apps AND

Create B2B Marketing

Analytics Apps OR B2B

Marketing Analytics

permission set

Each time Salesforce releases new datasets and improvements to the B2B Marketing Analytics

template, each user must update their B2B Marketing Analytics app. When an upgrade is available,

a link to upgrade appears in the app header.

To migrate customizations, move dashboards, datasets, and saved lenses into My Shared App or

My Private App. Next, upgrade the app and edit the existing queries to reference the new dataset

IDs. Confirm that important assets and customizations are available in the new app.

1. Open your B2B Marketing Analytics app in Analytics Studio.

2. Click Upgrade to new version.

3. Review the release notes provided, and continue through the setup questions.

4. Choose to overwrite your app or create one.

In Analytics Studio, check the update status at Settings > Data Manager > Dataflow View.

Optional Uses for B2B Marketing Analytics

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

Your business goals dictate how you set up each B2B Marketing Analytics app. For example, track

opportunities at each touchpoint or dig into engagement on a specific account. Optional dashboards

are available with B2B Marketing Analytics.

Account-Based Marketing Dashboard

Use Account-Based Marketing dashboards to understand how opportunities and contacts from

one account engage with your marketing and sales assets. To use Account-Based Marketing

dashboards, enable the integration user’s access to B2B Marketing Analytics.

Upgrade a B2B Marketing Analytics TemplateSet Up B2B Marketing Analytics

Multi-Touch Attribution Dashboard

Multi-Touch Attribution dashboards show you which marketing efforts are most influential during each stage of the purchase lifecycle.

After you enable Connected Campaigns, users can find asset engagement from Account Engagement and data from Sales Cloud

together in one dashboard.

Prospect and Activity Dataset

To identify which content influences prospects in your sales funnel, add the optional Prospect and Activity dataset. Create a lens

using this dataset to identify the individual prospect record that acted on a certain asset.

Account-Based Marketing Dashboard

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for additional cost

in legacy Account

Engagement Pro or

Ultimate Editions with

Salesforce Enterprise Edition

or higher

Use Account-Based Marketing dashboards to understand how opportunities and contacts from

one account engage with your marketing and sales assets. To use Account-Based Marketing

dashboards, enable the integration user’s access to B2B Marketing Analytics.

Dashboard Reference

B2B Marketing Analytics features optional account-based marketing offerings that come from three

datasets: pdAbmContact,pdAbmEvent, and pdAbmOpp.

The Account-Based Marketing Dashboard can contain up to 10,000 accounts. If you have more,

some accounts don’t appear.

OriginFormulaDescriptionMetric Label

ABM Opportunity

dataset

Sum of Amount values

on open opportunities

Sum of monetary value

associated with open

opportunities

Pipeline Value

ABM Opportunity

dataset

Count of open

opportunities with an

Amount value of more

than $0

Number of open

opportunities

associated with the

selected accounts

Open Opportunities

ABM Contact datasetCount of contact

records

Number of contacts

associated with

selected accounts

Contacts

ABM Contact dataset(Sum of Score values)

/ (Count of contacts)

Average Score among

all contacts

Avg. Engagement

Score

ABM Event datasetCount of sales activitiesNumber of sales

activities for the

selected accounts

Sales Events

Other charts—There are a few other tables and charts that appear on the Account-Based Marketing dashboard.

•

Pipeline Value by Account—Horizontal bar graph showing the sum of monetary value associated with opportunities in the SQL

stage.

•

Engagement Score by Account—Horizontal stacked graph showing the average engagement score per account.

•

Sales Events by Account—Horizontal stacked graph showing the number of sales activities.

Account-Based Marketing DashboardSet Up B2B Marketing Analytics

•

Opportunities: Revenue Win Percentage—Donut chart showing percent of revenue won versus lost. Uses opportunity record from

Salesforce.

•

Opportunities: Stage Value by Account—Horizontal stacked graph showing the sum of monetary value for each account, grouped

by pipeline stage. Uses opportunity record from Salesforce.

•

Opportunities: Table—Table of data associated with selected accounts: account name, opportunity name, owner name, amount,

account industry, and close date. To open an action menu, click an account, opportunity, or owner name.

•

Sales Activities: Time Spent on Events—Horizontal bar graph showing the sum of hours that opportunity owners have spent on

activities associated with the selected accounts.

•

Sales Activities: Number of Sales Events—Donut chart showing the number of activities that opportunity owners have spent on

activities associated with the selected accounts.

Dataset Reference

Account-Based Marketing Contact Dataset

FieldLabel

AccountId.NameAccount Name

WhoID.pi__score__cContact Pardot Score

Account-Based Marketing Event Dataset

FieldLabel

AccountId.NameAccount Name

WhoId.IDContact ID

WhoId.NameContact Name

WhoID.pi__grade__cContact Pardot Grade

WhoID.pi__score__cContact Pardot Score

WhoId.TitleContact Title

DurationInMinutesDuration

AccountId.IdEvent Account ID

OwnerId.IdOwner ID

OwnerId.NameOwner Name

Account-Based Marketing Opportunity Dataset

FieldLabel

AccountId.IndustryAccount Industry

AccountId.NameAccount Name

Account-Based Marketing DashboardSet Up B2B Marketing Analytics

FieldLabel

AccountId.OwnerId.IdAccount Owner ID

AmountAmount

CloseDateClose Date

NameOpportunity Name

AccountId.OwnerId.NameOwner Name

Give Analytics Integration User Access to B2B Marketing Analytics

The Analytics Integration User in your org facilitates the transfer of analytics data to B2B Marketing Analytics. For transfers to work

properly, add field-level security to the Analytics Cloud Integration User profile.

Set Field-Level Security for a Field on All Profiles

Use the object manager to set field-level security settings on profiles.

Give Analytics Integration User Access to B2B Marketing Analytics

The Analytics Integration User in your org facilitates the transfer of analytics data to B2B Marketing Analytics. For transfers to work properly,

add field-level security to the Analytics Cloud Integration User profile.

Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could snap our fingers to update the name

everywhere, but you can expect to see the previous name in a few places until we replace it, including in the app itself.

Pardot Grade and Pardot Score aren’t standard fields. Install the Account Engagement AppExchange package to use these fields.

For each of these fields, set the field-level security to visible.

FieldsObject

TypeEvent

Lead Source, Pardot Grade, Pardot ScoreContact

Account-Based Marketing DashboardSet Up B2B Marketing Analytics

Set Field-Level Security for a Field on All Profiles

EDITIONS

Available in: both Salesforce

Classic (not available in all

orgs) and Lightning

Experience

Available in: Professional,

Enterprise, Performance,

Unlimited, and Developer

Editions

USER PERMISSIONS

To set field-level security:

• Manage Profiles and

Permission Sets

AND

Customize Application

Use the object manager to set field-level security settings on profiles.

We strongly recommend that you use permission sets and permission set groups instead of profiles

to manage your users’ field permissions. Because you can reuse smaller permission set building

blocks, you can avoid creating dozens or even hundreds of profiles for each user and job function.

For more information, see Permissions Sets in Salesforce Help.

Note: On the User Management Settings page in Setup, if the Field-Level Security for

Permission Sets during Field Creation setting is enabled, you set field-level security for

permission sets in Object Manager.

1. From Setup, open Object Manager, and then in the Quick Find box, enter the name of the

object containing the field.

2. Select the object, and then click Fields & Relationships.

3. Select the field you want to modify.

4. Click Set Field-Level Security.

5. Specify the field's access level.

6. Save your changes.

Multi-Touch Attribution Dashboard

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

Multi-Touch Attribution dashboards show you which marketing efforts are most influential during

each stage of the purchase lifecycle. After you enable Connected Campaigns, users can find asset

engagement from Account Engagement and data from Sales Cloud together in one dashboard.

To use Multi-Touch Attribution dashboards, set up Connected Campaigns and Campaign Influence.

Dashboard Reference

OriginFormulaDescriptionMetric Label

Multi-Touch

Attribution dataset

Sum of Revenue values

on Closed/Won

opportunities

Total revenue for won

opportunities

Revenue

Multi-Touch

Attribution dataset

Sum of Revenue values

on Closed/Won

opportunities, grouped

by the ending month

Total revenue, with

monthly datapoints

Sum of Revenue Share

(line graph)

Multi-Touch

Attribution dataset

Sum of Revenue values

for all opportunities

Total potential value

for all opportunities

Total Value

Multi-Touch

Attribution dataset

Sum of Actual Cost

values

Total actual cost

associated with

selected campaigns

Actual Cost

Multi-Touch Attribution DashboardSet Up B2B Marketing Analytics

OriginFormulaDescriptionMetric Label

Multi-Touch Attribution dataset([Sum of revenue values for all

campaigns - Sum of actual cost

Percentage of actual campaign

costs compared to net revenue

ROI

values for all campaigns] / Sum

of actual cost values)

Multi-Touch Attribution dataset—Total revenue, grouped by

individual Salesforce campaign

Top Salesforce Campaigns

Multi-Touch Attribution dataset—Total revenue, grouped by

Salesforce campaign type

Revenue Share by Campaign

Type

Dataset Reference

The dataset ID of this optional multi-touch attribution dataset is pdMultiAttrib.

FieldLabel

OpportunityId.AccountId.NameAccount

OpportunityId.AccountIdAccount Id

CampaignId.NameCampaign

CampaignId.ActualCostCampaign Actual Cost

CampaignId.BudgetedCostCampaign Budgeted Cost

CampaignId.EndDateCampaign End Date

CampaignIDCampaign ID

IdCampaign Influence ID

ModelId.MasterLabelCampaign Influence Model

ModelIdCampaign Influence Model ID

CampaignId.StartDateCampaign Start Date

ContactId.NameContact

ContactId.FirstNameContact First Name

ContactIdContact ID

ContactId.LastNameContact Last Name

ContactId.LeadSourceLead Source

OpportunityId.NameOpportunity

OpportunityIdOpportunity ID

CimtaGenerated.TotalRevenueRevenue

RevenueShareRevenue Share

Multi-Touch Attribution DashboardSet Up B2B Marketing Analytics

FieldLabel

CimtaGenerated.RoiROI

OpportunityId.StageNameStage Name

CimtaGenerated.TotalValueTotal Value

Enable Connected Campaigns

When you enable Connected Campaigns, decide which record types you want to connect and create.

Enable Connected Campaigns

EDITIONS

Available in: Salesforce

Classic (not available in all

orgs) and Lightning

Experience

Available in: All Account

Engagement Editions with

Salesforce Essentials,

Professional, Enterprise,

Performance, Unlimited,

and Developer Editions

USER PERMISSIONS

To connect campaigns:

• Account Engagement

Administrator role

When you enable Connected Campaigns, decide which record types you want to connect and

create.

Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could

snap our fingers to update the name everywhere, but you can expect to see the previous

name in a few places until we replace it, including in the app itself.

Before you enable the feature or begin connecting campaigns, we recommend that you outline

how your campaigns relate to each other. Consider the following tasks. For best results, make sure

that every campaign you want to use has a counterpart.

•

Identify the Account Engagement campaigns that you want to keep. Do their equivalent

Salesforce campaigns exist?

•

Identify the Salesforce campaigns that you want to keep. Do their equivalent Account

Engagement campaigns exist?

•

Identify which Account Engagement campaigns, if any, must stay in Account Engagement only.

•

Create record types or assignments to organize your campaigns.

When the preparation is complete, head over to Account Engagement Settings and get started

with Connected Campaigns.

Note:

•

The B2BMA Integration user doesn’t need the Account Engagement Marketing User role

to enable and work with Connected Campaigns.

•

Make sure that you create counterpart campaigns in Salesforce for Account Engagement

default and required campaigns, including Website Tracking and Salesforce Sync. If you

aren’t using the Email Plug-in campaign, delete it before you connect.

•

A Account Engagement campaign is updated or created each time the Salesforce

campaign is edited by a person or process. To limit the number of campaigns created in

Account Engagement, identify a cut-off date for replication.

1. Open the Connected Campaigns page.

•

In Account Engagement, open Settings and click Edit. Scroll to Connected Campaigns.

•

In the Lightning app, select Account Engagement Settings and then Connectors. Click to edit the Salesforce connector,

and select the Campaigns tab.

2. Select Enable Connected Campaigns and Engagement History.

Multi-Touch Attribution DashboardSet Up B2B Marketing Analytics

3. Select the Salesforce campaign record types that can be connected.

4. Save your work.

The previous steps prepare your org for the alignment stage of setup. Unconnected campaigns continue to show in both places. Now,

your marketing team can connect campaigns individually or in bulk.

After they’re done, complete the setup process by giving Salesforce access to manage the campaigns.

1. On the same connector settings page, select Use Salesforce to manage all campaigns.

2. To reduce the number of campaigns that are replicated over time, enter a date under Limit Campaign Creation by Date.

3. To let Account Engagement users continue to see the remaining unconnected campaigns, select Show Unconnected Campaigns.

Users now manage campaigns only in Salesforce.

Prospect and Activity Dataset

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

To identify which content influences prospects in your sales funnel, add the optional Prospect and

Activity dataset. Create a lens using this dataset to identify the individual prospect record that acted

on a certain asset.

To use the Prospect and Activity dataset, enable it in Marketing Setup and then select it during the

app setup in Analytics Studio. In Marketing Setup, enter B2B Marketing in the Quick Find box.

Open the B2B Marketing Analytics setup page, and click Enable Dataset next to the Prospect

Activity heading.

The Prospect and Activity dataset includes prospect demographic fields and fields that describe

their associated engagement activity. Some metrics, such as email sends, don’t appear in this dataset

and are derived by other methods. As a result, prospect activity metric values in this dataset can

vary from values in other datasets and dashboards.

Account

API Name: AccountName

Name of the account associated with prospect activity

Account ID

API Name: AccountId

Salesforce identifier for the prospect’s associated account

Account Name

API Name: Prospect.account_name

Name of the prospect’s associated account

Activity

API Name: ActivityType

Engagement activity type: click, view, success, or open

Activity Campaign ID

API Name: ActivityCampaignId

Salesforce identifier for the associated campaign

Activity Campaign Name

API Name: ActivityCampaignName

Campaign associated with the activity

Prospect and Activity DatasetSet Up B2B Marketing Analytics

Activity Date

API Name: ActivityDate

Date and time the prospect engaged in the activity (UTC)

Address One

API Name: Prospect.address_one

Address One field associated with the prospect

Address Two

API Name: Prospect.address_two

Address Two field associated with the prospect

Annual Revenue

API Name: Prospect.annual_revenue

The prospect’s associated company’s annual revenue

Archived

API Name: Prospect.is_archived

True or false whether the prospect has been archived

Asset Activity

API Name: AssetActivity

Combined label for asset and activity type: form view, form success, list email click, list email open, file view success, file view, custom

URL click, landing page view, landing page success, form handler success, automated email click, automated email open, website

visit, or priority page view

Asset ID

API Name: AssetId

Salesforce identifier for the asset a prospect engaged with

Asset Name

API Name: AssetName

The name of the asset a prospect engaged with: form, list email, file, custom URL, landing page, form handler, automated email,

website, or priority page

Asset Type

API Name: AssetType

The type of asset a prospect engaged with

Assigned User First Name

API Name: Prospect.assigned_user_first_name

First name of the prospect’s assigned user

Assigned User Full Name

API Name: Prospect.assigned_user_full_name

Full name of the prospect’s assigned user

Assigned User Last Name

API Name: Prospect.assigned_user_last_name

Last name of the prospect’s assigned user

CRM Contact FID

API Name: Prospect.crm_contact_fid

Prospect and Activity DatasetSet Up B2B Marketing Analytics

Salesforce identifier for the contact record associated with the prospect

CRM Lead FID

API Name: Prospect.crm_lead_fid

Salesforce identifier for the lead record associated with the prospect

CRM Owner FID

API Name: Prospect.crm_owner_fid

Salesforce identifier for the prospect owner

City

API Name: Prospect.city

The prospect’s city

Comments

API Name: Prospect.comments

The text of user comments associated with the prospect

Company

API Name: Prospect.company

The prospect’s company

Country

API Name: Prospect.country

The prospect’s country

Created by First Name

API Name: Prospect.created_by_first_name

First name of the user who created the prospect

Created by Full Name

API Name: Prospect.created_by_full_name

Full name of the user who created the prospect

Created by Last Name

API Name: Prospect.created_by_last_name

Last name of the user who created the prospect

Department

API Name: Prospect.department

The prospect’s department

API Name: Prospect.email

The prospect’s email address

Employees

API Name: Prospect.employees

Number of employees working at the prospect’s company

External ID

API Name: ActorExternalId

Unique identifier for the prospect

Prospect and Activity DatasetSet Up B2B Marketing Analytics

Fax

API Name: Prospect.fax

The prospect’s fax number

First Name

API Name: Prospect.first_name

The prospect’s first name

Full Name

API Name: Prospect.full_name

The prospect’s full name

Grade

API Name: Prospect.grade

The prospect’s grade

API Name: ActorId

Salesforce identifier for the prospect’s associated lead or contact record. This field is used to match prospects to CRM leads and

contacts.

Industry

API Name: Prospect.industry

The prospect’s industry

Is Do Not Call

API Name: Prospect.is_do_not_call

True or false whether the prospect can receive phone calls

Is Do Not Email

API Name: Prospect.is_do_not_email

True or false whether the prospect can receive emails

Job Title

API Name: Prospect.job_title

The prospect’s job title

Last Name

API Name: Prospect.last_name

The prospect’s last name

Name

API Name: ActorName

The prospect’s full name

Opted Out

API Name: Prospect.opted_out

True or false. whether the prospect has opted out of marketing emails

Pardot Account ID (external)

API Name: Prospect.pardot_account_id

Unique identifier for the prospect. This field is used to match prospects to CRM leads and contacts.

Prospect and Activity DatasetSet Up B2B Marketing Analytics

Pardot Activity ID

API Name: ActivityExternalId

Unique identifier for the activity. This field is used to match engagement activity to prospects, leads, and contacts.

Pardot Asset ID

API Name: AssetExternalId

Unique identifier for the asset that a prospect engaged with

Phone

API Name: Prospect.phone

The prospect’s phone number

Prospect Archived

API Name: ProspectIsArchived

True or false. Whether the prospect has been archived

Prospect Assigned Date

API Name: Prospect.assigned_date

Date a prospect was assigned to a user (UTC)

Prospect CRM Last Activity Date

API Name: Prospect.crm_last_activity_date

Date of the prospect’s last recorded interaction with an asset (UTC)

Prospect Created At Date

API Name: Prospect.created_at_date

Date the prospect was created

Prospect ID (external)

API Name: Prospect.id

Unique identifier for the prospect. This field is used to match prospects to CRM leads and contacts.

Prospect Job Title

API Name: ProspectJobTitle

The prospect’s job title

Prospect Last Activity Date

API Name: Prospect.last_activity_date

Date of the prospect’s last activity recorded

Prospect Pardot Campaign Id

API Name: ProspectCampaignExternalId

Unique identifier for the first-touch Account Engagement campaign that a prospect is associated with

Prospect Type

API Name: ActorType

Type of record: Prospect, Lead, or Contact

Prospect Updated At Date

API Name: Prospect.updated_at_date

Date a prospect was last updated

Prospect and Activity DatasetSet Up B2B Marketing Analytics

Salutation

API Name: Prospect.salutation

The prospect’s preferred title

Score

API Name: Prospect.score

The prospect’s score

Source

API Name: Prospect.source

How the prospect was added

Source Campaign

API Name: Prospect.source_campaign

The name of the associated Account Engagement campaign

State

API Name: Prospect.state

The prospect’s state

Tags

API Name: Prospect.tags

Tags associated with the prospect

Territory

API Name: Prospect.territory

The prospect’s territory

Updated by First Name

API Name: Prospect.updated_by_first_name

First name of the user who last updated the prospect

Updated by Last Name

API Name: Prospect.updated_by_last_name

Last name of the user who last updated the prospect

Website

API Name: Prospect.website

Website URL associated with the prospect’s company

Years In Business

API Name: Prospect.years_in_business

Number of years the prospect’s company has been in business

Zip

API Name: Prospect.zip

The prospect’s ZIP code

Member Values for Recipes

When using recipes in B2B Marketing Analytics, use these labels and member values to map your fields.

Prospect and Activity DatasetSet Up B2B Marketing Analytics

Field Label: Asset Type

Form, “1”

List Email, “2”

Custom Url, “4”

Landing Page, “5”

Form Handler, “6”

Automated Email, “7”

Website Visit, “8”

Priority Page View, “9”

Field Label: Activity Type

Click, “1”, “21”

View, “2”

Success, “4”

Open, “11”

Visit, “20”

Field Label: Asset Activity

Form View, “1 2”

Form Success, “1 4”

List Email Click, “2 1”

List Email Open, “2 11”

File View, “3 2”

Custom Url Click, “4 21”

Landing Page View, “5 2”

Landing Page Success, “5 4”

Form Handler Success, “6 4”

Automated Email Click, “7 1”

Automated Email Open, “7 11”

Website Visit, “8 20”

Priority Page View, “9 2”

Field Label: Prospect Type

Lead, “1”

Contact, “2”

Prospect, “3”

B2B Marketing Analytics Glossary

Familiarize yourself with common CRM Analytics terminology.

B2B Marketing Analytics GlossarySet Up B2B Marketing Analytics

Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could snap our fingers to update the name

everywhere, but you can expect to see the previous name in a few places until we replace it, including in the app itself.

Aggregate

A summary of the data based on a grouping. For example, sum of the amounts or count of rows of data, as in the initial exploration

state.

App

In CRM Analytics, an app contains dashboards, lenses, and datasets in any combination that makes sense for sharing your data

analysis with colleagues. Apps are like folders, and let users control sharing and organize their data projects.

Dashboard

A curated set of charts, metrics, and tables based on the data in one or more lenses.

Dataset

Contains a set of source data that is formatted and optimized for interactive exploration.

Dimension

A qualitative value, such as region, product name, or model number.

Filter

You can filter the data to narrow your results. For example, you can show only opportunities within a certain fiscal year. Filters included

with B2B Marketing Analytics include:

•

Date range

•

Stage (Opportunity Stage)

•

Tags (Pardot Tags)

Group

You can group the data by a specific dimension. For example: group by product name or account.

Lens

A particular view into a dataset’s data. You use a lens to do exploratory analysis and visualization.

Measure

A quantitative value, such as revenue or exchange rate. You can do math on measures, such as calculate the total revenue or minimum

exchange rate.

Template

A framework for analytics apps that comes preset with KPIs and visualizations.

Visualization

A visual representation of data, such as a chart, graph, comparison table, or pivot table.

B2B Marketing Analytics Dashboards

B2B Marketing Analytics includes three prebuilt dashboards to meet the needs of everyone on the team. With a few more steps, you

can also create a Multi-Touch Attribution dashboard, Account-Based Marketing dashboard, or an Einstein Behavior Scoring dashboard.

Each dashboard features widgets that outline or visualize helpful metrics. Data for these dashboards originates in Account Engagement,

Salesforce, or both sources. Each dashboard is built on predetermined datasets and filters, or lenses, that help you draw insights

from your marketing data.

B2B Marketing Analytics Datasets

Several datasets become available when you set up B2B Marketing Analytics. In the B2B Marketing Analytics app, combine and filter

the fields to create helpful metrics that tell you more about your marketing and sales performance.

B2B Marketing Analytics GlossarySet Up B2B Marketing Analytics

B2B Marketing Analytics Dashboards

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

B2B Marketing Analytics includes three prebuilt dashboards to meet the needs of everyone on the

team. With a few more steps, you can also create a Multi-Touch Attribution dashboard,

Account-Based Marketing dashboard, or an Einstein Behavior Scoring dashboard. Each dashboard

features widgets that outline or visualize helpful metrics. Data for these dashboards originates in

Account Engagement, Salesforce, or both sources. Each dashboard is built on predetermined

datasets and filters, or lenses, that help you draw insights from your marketing data.

Dashboards Overview

•

Engagement—This dashboard shows how your primary marketing assets perform and how

they contribute to the sales pipeline and opportunity lifecycle. Included metrics: asset

engagement on list emails, forms, and landing pages.

•

Pipeline—The Pipeline dashboard shows your sales funnel from visitors to prospects and

through to opportunities you’ve won. This dashboard is helpful for sales and marketing leadership

to see which assets and campaigns push the most deals. Included metrics: numbers of visitors, prospects, marketing qualified leads,

open opportunities, closed-won opportunities, and velocity figures.

•

Marketing Manager—The Marketing Manager dashboard offers a quick look into the health of your business and which campaigns

are yielding the best results. From this dashboard, you can drill into the Engagement and Pipeline dashboards. Included metrics:

pipeline deals, revenue by campaign, and marketing asset engagement.

•

Multi-Touch Attribution—The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view

of marketing performance when you filter the dashboard by influence model, opportunity, account, and more. The Multi-Touch

Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter

the dashboard by influence model, opportunity, account, and more.

•

Account-Based Marketing—The Account-Based Marketing dashboard brings together opportunities, contacts, marketing engagement,

and sales activities. Narrow the dashboard by a certain account or a few, to find out how things are going with your sales reps.

Included metrics: pipeline value, number of opportunities, score, won/lost percentage, stage value, and a table of opportunities.

•

Einstein Behavior Scoring—The Einstein Behavior Scoring dashboard gives the factors that Einstein uses to build your scoring model.

Included widgets: Most influential engagement activities, influential assets, and a table of leads and contacts who perform these

activities.

Dashboard Terms

Certain terms used in these descriptions can refer to fields in either Account Engagement or Salesforce.

•

Monetary value is derived from the Value field on a Account Engagement opportunity. The Value field maps to the Amount field on

a Salesforce opportunity.

•

Cost is derived from the Cost field on a campaign in Account Engagement. When campaigns are connected, the Cost field on a

Account Engagement campaign maps to the Budgeted Cost field in Salesforce.

•

Value in the Multi-Touch Attribution and Account-Based Marketing dashboards is derived from the Amount field on a Salesforce

opportunity.

•

Sales Activities in the Account-Based Marketing dashboard include all values from the Type field on your Event object.

Marketing Manager Dashboard

The Marketing Manager dashboard offers many widgets and charts. In addition to the Pipeline Deals and Email Engagement widget

collections, the dashboard includes charts that group and rank campaign and asset data.

B2B Marketing Analytics DashboardsSet Up B2B Marketing Analytics

Pipeline Deals Section—The metrics in this section use data from the Opportunity dataset on page 42, pdOpportunity, which combines

data from both sources.

OriginFormulaDescriptionMetric Label

pdOpportunity dataset—Number of opportunities not in

Won or Lost stage

Opportunities in Pipeline

pdOpportunity dataset—Total number of opportunities

(center) and the number of

Donut Chart (no label)

opportunities in SQL, Won, and

Lost stages (ring)

pdOpportunity datasetSum of monetary value

associated with open

opportunities

Total value of open

opportunities

Pipeline

pdOpportunity datasetSum of monetary value

associated with opportunities in

the Won stage

Total value of opportunities in

the Closed/Won stage

Revenue

pdOpportunity dataset(Sum of [Opportunity Close Date

- Opportunity Creation Date]) /

Total Closed/Won opportunities

Average close velocity in days,

based on Closed/Won

opportunities

Avg. Conversion to Close

pdOpportunity datasetSum of Value fields, based on

campaigns that are associated

with an opportunity

Total revenue associated with

individual campaigns

Revenue by Campaign

Email Engagement Widget—The metrics in this widget use data from the Email dataset on page 34, pdEmail, which contains data from

both sources.

OriginFormulaDescriptionMetric Label

pdEmail datasetCount of sent emailsTotal emails sentTotal Sent

pdEmail datasetCount of hard bouncesTotal hard bouncesHard Bounces

pdEmail datasetUnique clicks / Total delivered

Delivered is (Sent emails - hard

bounces)

Percentage of prospects who

clicked email links

Unique CTR

pdEmail datasetUnique HTML opens / Total

delivered

Delivered is (Sent emails - hard

bounces)

Percentage of unique HTML

opens compared to the total

delivered emails

Unique Open Rate

pdEmail dataset—Total number of prospects that

have clicked the link to

Opt-Outs

unsubscribe or that opted out

B2B Marketing Analytics DashboardsSet Up B2B Marketing Analytics

OriginFormulaDescriptionMetric Label

of all email communications in

the Email Preference Center

pdEmail dataset—Total number of prospects that

reported the email as spam

SPAM Complaints

Other Charts—There are three data charts that appear on the Marketing Manager dashboard.

•

Revenue by Campaign—Donut chart showing the sum of monetary value of opportunities in the Won stage; grouped by campaign

name. Stage values come from Salesforce.

•

Top Forms—Horizontal bar graph showing the top 10 forms based on the number of unique form submissions. Form data comes

from Account Engagement.

•

Landing Page Completion—Donut chart showing the top 10 landing pages based on the number of unique landing page submissions.

Landing Page data comes from Account Engagement.

Pipeline

The metrics throughout the Pipeline dashboard originate from the Opportunity, Prospects, and Visitors datasets.

The Lifecycle Snapshot area displays stages in your prospect lifecycle: Visitors, Prospects, MQLs, SQLs, and Closed Won. The number

between two tiles represents the average number of days for people to move stage to stage.

After the Pipeline Breakdown section, are three graphs: Source Campaigns, Pipeline by Company, and Lead Sources. The first two graphs

show the monetary value that is associated with opportunities’ individual campaigns, companies, and marketing channels. The Lead

Sources graph indicates the count of lead sources.

Pipeline Breakdown Widget—The metrics in the Pipeline Breakdown Widget use data from the pdOpportunity dataset, pdVisitor dataset,

and pdProspect dataset.

OriginFormulaDescriptionMetric Label

pdOpportunity datasetSum of monetary value

associated with opportunities

Total value of opportunities in

the pipeline

Total Value

not in Closed/Won or

Closed/Lost stage

pdOpportunity datasetCount of all opportunities not in

Won or Lost stage

Number of opportunities in the

pipeline

Opportunities in Pipeline

pdOpportunity datasetSum of budgeted cost fields for

selected campaigns

Total cost of selected campaignsCost

pdOpportunity datasetSum of monetary value

associated with opportunities in

the Closed/Won stage

Total value of won opportunitiesRevenue

pdVisitor, pdProspect datasets(Prospects / visitors) * 100Percentage of prospects

compared to total visitors

Visitor Conversion Rate

pdOpportunity dataset(Closed/Won opportunities /

Closed opportunities) * 100

Percentage of won

opportunities

Opportunity Win Rate

B2B Marketing Analytics DashboardsSet Up B2B Marketing Analytics

OriginFormulaDescriptionMetric Label

pdOpportunity dataset(Total revenue / Sum of actual

cost fields for campaigns) * 100

Percentage of campaign cost

compared to net revenue

ROI

Engagement

Note: Some values are used in more than one widget.

Metric descriptions are the same for the List Email Engagement Widget and the Email Template Widget. The origin for List Email widget

data is the Email dataset on page 34, pdEmail. Email Template widget data originates in the Email Template dataset on page 37,

pdEmailTemplate.

FormulaDescriptionMetric Label

—Total number of emails sentList Emails Sent

—Total number of emails openedTotal Opens

Unique HTML opens / (Sent emails -

bounces) * 100

Percentage of unique opens based on

delivered emails

Unique Open Rate

—Total number of prospects who opened the

Unique Opens

—Percentage of visitors who click links

contained in emails delivered. Delivered

equals sent emails minus bounces.

Total CTR

Spam complaints / sent emailsPercentage of spam complaints received on

all emails sent

Spam Rate

Sum of prospects that clicked Unsubscribe

+ Prospects who opted out in Email

Preference Center

Total number of prospects that don’t want

to receive marketing email

Opt-Outs

Bounced emails / Sent emailsPercentage of emails that bouncedBounce Rate

—Number of unique clicksUnique Clicks

Sum of soft bounces and hard bouncesNumber of emails that didn’t arrive in email

inboxes

Total Bounces

The metrics in the Forms Engagement Widget originate in the Forms and Form Handlers dataset on page 39, pdFormAndHandler,

which contains data from both sources.

FormulaDescriptionMetric Label

Form submissions / Total form viewsPercentage of how often forms are

completed

Total Submission Rate

B2B Marketing Analytics DashboardsSet Up B2B Marketing Analytics

FormulaDescriptionMetric Label

Visitor-to-prospect conversions / Total form

submissions

Percentage of visitors who convert via formsForm Conversion Rate

—Number of form viewsTotal Views

—Number of forms completedTotal Submissions

—Number of form submissionsForm Submissions

—\Number of forms submitted via form

handler

Handler Submissions

The metrics in the Landing Page Engagement Widget originate in the Landing Page dataset on page 40, pdLandingPage, which contains

data from both sources.

FormulaDescriptionMetric Label

—Number of unique landing page viewsUnique Views

Landing page submissions / Landing page

views

Percentage of submitted landing pagesTotal Submission Rate

—Number of landing page viewsTotal Views

—Number of landing page submissionsTotal Submissions

Multi-Touch Attribution

High-level metrics and two charts are available on the Multi-Touch Attribution dashboard. To see an attribution breakdown that works

for you, select an Influence Model from the dropdown.

OriginFormulaDescriptionMetric Label

Multi-Touch Attribution datasetSum of Revenue values on

Closed/Won opportunities

Total revenue for won

opportunities

Revenue

Multi-Touch Attribution datasetSum of Revenue values on

Closed/Won opportunities,

grouped by the ending month

Total revenue, with monthly

datapoints

Sum of Revenue Share (line

graph)

Multi-Touch Attribution datasetSum of Revenue values for all

opportunities

Total potential value for all

opportunities

Total Value

Multi-Touch Attribution datasetSum of Actual Cost valuesTotal actual cost associated with

selected campaigns

Actual Cost

Multi-Touch Attribution dataset([Sum of revenue values for all

campaigns - Sum of actual cost

Percentage of actual campaign

costs compared to net revenue

ROI

values for all campaigns] / Sum

of actual cost values)

B2B Marketing Analytics DashboardsSet Up B2B Marketing Analytics

OriginFormulaDescriptionMetric Label

Multi-Touch Attribution dataset—Total revenue, grouped by

individual Salesforce campaign

Top Salesforce Campaigns

Multi-Touch Attribution dataset—Total revenue, grouped by

Salesforce campaign type

Revenue Share by Campaign

Type

Account-Based Marketing

The Account-Based Marketing dashboard includes an Account Details Widget alongside pipeline, opportunity, and sales activities charts.

Choose an account to filter available widgets, and see the opportunity table update with historical information associated with the

selected account.

OriginFormulaDescriptionMetric Label

ABM Opportunity datasetSum of Amount values on open

opportunities

Sum of monetary value

associated with open

opportunities

Pipeline Value

ABM Opportunity datasetCount of open opportunities

with an Amount value of more

than $0

Number of open opportunities

associated with the selected

accounts

Open Opportunities

ABM Contact datasetCount of contact recordsNumber of contacts associated

with selected accounts

Contacts

ABM Contact dataset(Sum of Score values) / (Count

of contacts)

Average Score among all

contacts

Avg. Engagement Score

ABM Event datasetCount of sales activitiesNumber of sales activities for the

selected accounts

Sales Events

Other charts—There are a few other tables and charts that appear on the Account-Based Marketing dashboard.

•

Pipeline Value by Account—Horizontal bar graph showing the sum of monetary value associated with opportunities in the SQL

stage.

•

Engagement Score by Account—Horizontal stacked graph showing the average engagement score per account.

•

Sales Events by Account—Horizontal stacked graph showing the number of sales activities.

•

Opportunities: Revenue Win Percentage—Donut chart showing percent of revenue won versus lost. Uses opportunity record from

Salesforce.

•

Opportunities: Stage Value by Account—Horizontal stacked graph showing the sum of monetary value for each account, grouped

by pipeline stage. Uses opportunity record from Salesforce.

•

Opportunities: Table—Table of data associated with selected accounts: account name, opportunity name, owner name, amount,

account industry, and close date. To open an action menu, click an account, opportunity, or owner name.

•

Sales Activities: Time Spent on Events—Horizontal bar graph showing the sum of hours that opportunity owners have spent on

activities associated with the selected accounts.

•

Sales Activities: Number of Sales Events—Donut chart showing the number of activities that opportunity owners have spent on

activities associated with the selected accounts.

B2B Marketing Analytics DashboardsSet Up B2B Marketing Analytics

B2B Marketing Analytics Datasets

EDITIONS

Available in: Account

Engagement Plus,

Advanced, and Premium

Editions with Salesforce

Enterprise Edition or higher

Available for an extra cost in

legacy Account Engagement

Pro and Ultimate Editions

with Salesforce Enterprise

Edition or higher

Several datasets become available when you set up B2B Marketing Analytics. In the B2B Marketing

Analytics app, combine and filter the fields to create helpful metrics that tell you more about your

marketing and sales performance.

The tables include label and field text. When you create or edit queries by hand in CRM Analytics

Studio, use the value in the field text column.

Dates and times are returned in Coordinated Universal Time (UTC) unless otherwise noted.

Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could

snap our fingers to update the name everywhere, but you can expect to see the previous

name in a few places until we replace it, including in the app itself.

Pardot Campaign Dataset

The dataset ID is pdCampaign. Each row represents an individual Account Engagement campaign.

A connected campaign includes a Campaign ID (CRM) value. This dataset doesn’t include data from archived campaigns.

OriginDescriptionFieldLabel

Account EngagementDate the campaign is created in

Account Engagement

campaign_dateCampaign Date

SalesforceAssociated Salesforce campaign

campaign_crm_idCampaign ID (CRM)

Account EngagementAccount Engagement campaign

campaign_idCampaign ID (external)

Account EngagementTotal cost of Account

Engagement campaign

(currency based on locale)

costCost

Account EngagementName of Account Engagement

campaign

campaign_nameName

Account EngagementAccount Engagement tags

associated with the campaign

tagsTags

Pardot Email Dataset

The dataset ID is pdEmail. Each row represents 1 day of statistics for an individual list email. List emails related to a connected campaign

include values labeled (CRM), which correspond to the counterpart Salesforce campaign. This dataset includes data from active and

archived emails. (In demo orgs, archived emails aren’t included.)

OriginDescriptionFieldLabel

Account EngagementPercentage of total bounces

compared to emails sent

bounce_rateBounce Rate

Account EngagementAssociated campaign namecampaign_nameCampaign

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

SalesforceAssociated Salesforce campaign

campaign_crm_idCampaign ID (CRM)

Account EngagementAssociated Account

Engagement campaign ID

campaign_idCampaign ID (external)

Account EngagementPercentage of unique link clicks

compared to unique HTML

opens, totaled by day

click_to_open_rateClick To Open Ratio

Account EngagementDate the email is created in

Account Engagement

created_atCreated At Date

Account EngagementFirst and last name of Account

Engagement user who created

the email

created_byCreated By

SalesforceSalesforce user ID of associated

Account Engagement user who

created the email

created_by_crm_idCreated By - User ID (CRM)

Account EngagementPercentage of emails delivered

compared to emails sent, totaled

by day

delivery_rateDelivery Rate

Account EngagementEmail IDemail_idEmail ID

Account EngagementPercentage of unique HTML

opens compared to emails

delivered, totaled by day

html_open_rateHTML Open Rate

Account EngagementName of the emailemail_nameName

Account EngagementPercentage of opt outs

compared to emails delivered,

totaled by day

opt_out_rateOpt Out Rate

Account EngagementDate the email is sentsent_atSent On Date

Account EngagementNames of segmentation lists that

the email is sent to

sent_toSent To

Account EngagementPercentage of spam complaints

compared to emails delivered,

totaled by day

spam_complaint_rateSpam Complaint Rate

Account EngagementDate the email statistics are

pulled

stats_dateStats Date

Account EngagementStats ID of the emailstats_idStats ID

Account EngagementSubject line of the emailsubjectSubject

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementNames of segmentations lists

that the email can’t be sent to

suppressed_fromSuppressed From

Account EngagementTags associated with the emailtagsTag

Account EngagementSum of soft-bounced and

hard-bounced emails, totaled by

day

total_bouncedTotal Bounced

Account EngagementNumber of link clicks, totaled by

day

total_clicksTotal Clicks

Account EngagementPercentage of link clicks

compared to emails delivered,

totaled by day

total_ctrTotal CTR

Account EngagementNumber of emails delivered,

totaled by day

deliveredTotal Delivered

Account EngagementNumber of emails that hard

bounced, totaled by day

hard_bouncedTotal Hard Bounced

Account EngagementNumber of HTML opens, totaled

by day

total_html_opensTotal HTML Opens

Account EngagementNumber of opt outs, totaled by

day

opt_outsTotal Opt Outs

Account EngagementNumber of emails queued,

totaled by day

queuedTotal Queued

Account EngagementNumber of emails sent, totaled

by day

sentTotal Sent

Account EngagementNumber of emails that soft

bounced, totaled by day

soft_bouncedTotal Soft Bounced

Account EngagementNumber of spam complaints,

totaled by day

spam_complaintsTotal Spam Complaints

Account EngagementNumber of unique link clicks,

totaled by day

unique_clicksUnique Clicks

Account EngagementPercentage of unique clicks

compared to emails delivered,

totaled by day

unique_ctrUnique CTR

Account EngagementNumber of unique HTML opens,

totaled by day

unique_html_opensUnique HTML Opens

Account EngagementDate the email is last updatedupdated_atUpdated At Date

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementFirst and last name of Account

Engagement user who edited

the email most recently

updated_byUpdated By

SalesforceSalesforce user ID of associated

Account Engagement user who

edited the email most recently

updated_by_crm_idUpdated By - User ID (CRM)

Pardot Email Template Dataset

The dataset ID is pdEmailTemplate. Each row represents 1 day of statistics for an individual email template. Email templates

associated with a connected campaign include a value that includes (CRM), which corresponds to the counterpart Salesforce campaign.

This dataset includes data from active and archived email templates. Email metrics are based on the emails built on selected email

templates.

OriginDescriptionFieldLabel

Account EngagementPercentage of unique link clicks

compared to unique HTML

opens, totaled by day

bounce_rateBounce Rate

Account EngagementName of Account Engagement

campaign associated with the

email template

campaign_nameCampaign

SalesforceAssociated Salesforce campaign

campaign_crm_idCampaign ID (CRM)

Account EngagementAssociated Account

Engagement campaign ID

campaign_idCampaign ID (external)

Account EngagementDate the email template is

created

created_atCreated At Date

Account EngagementPercentage of emails delivered

compared to emails sent, totaled

by day

delivery_rateDelivery Rate

Account EngagementEmail template IDemail_template_idEmail Template ID

Account EngagementPercentage of unique HTML

opens compared to emails

delivered, totaled by day

html_open_rateOpen Rate

Account EngagementName of email templateemail_template_nameName

Account EngagementPercentage of opt outs

compared to emails delivered,

totaled by day

opt_out_rateOpt Out Rate

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementA name in the Sender field of the

email template. This field

senderSender

displays the specified user or

general username that appears

at the end of the sending

hierarchy, if the name is

available.

Account EngagementPercentage of spam complaints

compared to emails delivered,

totaled by day

spam_complaint_rateSpam Complaint Rate

Account EngagementDate the email template

statistics are pulled

stats_dateStats Date

Account EngagementStats ID of the email templatestats_idStats ID

Account EngagementSubject line of the email

template

subjectSubject

Account EngagementTags associated with the email

template

tagsTag

Account EngagementSum of soft-bounced and

hard-bounced emails, totaled by

day

total_bouncesTotal Bounces

Account EngagementNumber of link clicks, totaled by

day

total_clicksTotal Clicks

Account EngagementPercentage of link clicks

compared to emails delivered,

totaled by day

total_ctrTotal CTR

Account EngagementNumber of emails delivered,

totaled by day

total_deliveredTotal Delivered

Account EngagementNumber of emails that hard

bounced, totaled by day

total_hard_bouncedTotal Hard Bounced

Account EngagementNumber of HTML opens, totaled

by day

total_html_opensTotal HTML Opens

Account EngagementNumber of opt outs, totaled by

day

opt_outsTotal Opt Outs

Account EngagementNumber of emails queued,

totaled by day

queuedTotal Queued

Account EngagementNumber of emails sent, totaled

by day

sentTotal Sent

Account EngagementNumber of emails that soft

bounced, totaled by day

total_soft_bouncedTotal Soft Bounced

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementNumber of spam complaints,

totaled by day

spam_complaintsTotal Spam Complaints

Account EngagementType of email template: HTML

or Text

typeType

Account EngagementNumber of unique link clicks,

totaled by day

unique_clicksUnique Clicks

Account EngagementPercentage of unique clicks

compared to emails delivered,

totaled by day

unique_ctrUnique CTR

Account EngagementDate the email template is last

updated in Account

Engagement

updated_atUpdated At Date

Pardot Form and Form Handler Dataset

The dataset ID is pdFormAndHandler. Each row represents 1 day of statistics for an individual form or form handler. Assets associated

with a connected campaign contain a value that includes "(CRM)," which corresponds to the counterpart Salesforce campaign. This

dataset includes data from active and archived forms and form handlers.

OriginDescriptionFieldLabel

Account EngagementAssociated campaign namecampaign_nameCampaign

Account EngagementAsset IDasset_idForm or Form Handler ID

SalesforceAssociated Account

Engagement campaign ID

campaign_crm_idCampaign ID (CRM)

Account EngagementAssociated Salesforce campaign

campaign_idCampaign ID (external)

Account EngagementNumber of conversions, totaled

by day

conversionConversions

Account EngagementName of the assetasset_nameName

Account EngagementDate the form and form handler

statistics are pulled

stats_dateStats Date

Account EngagementTags associated with the emailtagsTags

Account EngagementNumber of link clicks, totaled by

day

total_clicksTotal Clicks

Account EngagementPercentage of conversions

compared to form and form

total_conversion_rateTotal Conversion Rate

handler submissions, totaled by

day

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementPercentage of errors compared

to form and form handler

submissions, totaled by day

total_error_rateTotal Error Rate

Account EngagementNumber of errors, totaled by daytotal_errorsTotal Errors

Account EngagementPercentage of submissions

compared to form and form

handler views, totaled by day

total_submission_rateTotal Submission Rate

Account EngagementNumber of form and form

handler submissions, totaled by

day

total_submissionsTotal Submissions

Account EngagementNumber form and form handler

views, totaled by day

total_viewsTotal Views

Account EngagementType of asset: Form or Form

Handler

asset_typeType

Account EngagementNumber of unique link clicks,

totaled by day

unique_clicksUnique Clicks

Account EngagementNumber of unique errors, totaled

by day

unique_errorsUnique Errors

Account EngagementNumber of unique submissions,

totaled by day

unique_submissionsUnique Submissions

Account EngagementNumber of unique views, totaled

by day

unique_viewsUnique Views

Pardot Landing Page Dataset

The dataset ID is pdLandingPage. Each row represents 1 day of statistics for an individual landing page. Assets related to a connected

campaign contain a value that includes "(CRM)," which corresponds to the counterpart Salesforce campaign. This dataset includes data

from active and archived landing pages.

OriginDescriptionFieldLabel

Account EngagementAssociated campaign namecampaign_nameCampaign

Account EngagementAssociated Account

Engagement campaign ID

campaign_crm_idCampaign ID (CRM)

SalesforceAssociated Salesforce campaign

campaign_idCampaign ID (external)

SalesforceAssociated Salesforce campaign

conversionConversions

Account EngagementDate the landing page is createdcreated_atCreated

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementFirst and last name of Account

Engagement user who created

the email

created_byCreated By

SalesforceSalesforce user ID of associated

Account Engagement user who

created the email

created_by_crm_idCreated By - User ID (CRM)

Account EngagementName of the included form, if

applicable

form_nameForm

Account EngagementUnique identifier for the landing

page

landing_page_idLanding Page ID

Account EngagementName of the landing pagelanding_page_nameName

Account EngagementShort URL of the landing pageshort_urlShort URL

Account EngagementDate the landing page statistics

are pulled

stats_dateStats Date

Account EngagementPercentage of submissions

compared to landing page

views, totaled by day. (Hidden)

submissionRateSubmission Rate

Account EngagementTags associated with the landing

page

tagsTags

Account EngagementNumber of link clicks, totaled by

day

total_clicksTotal Clicks

Account EngagementNumber of form errors, totaled

by day

total_errorsTotal Errors

Account EngagementNumber of form and landing

page submissions, totaled by

day

total_submissionsTotal Submissions

Account EngagementNumber of landing page views,

totaled by day

total_viewsTotal Views

Account EngagementNumber of unique link clicks,

totaled by day

unique_clicksUnique Clicks

Account EngagementNumber of unique form errors,

totaled by day

unique_errorsUnique Errors

Account EngagementNumber of unique submissions,

totaled by day

unique_submissionsUnique Submissions

Account EngagementNumber of unique landing page

views, totaled by day

unique_viewsUnique Views

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementDate the landing page is last

updated

updated_atUpdated

Account EngagementFirst and last name of Account

Engagement user who edited

the landing page most recently

updated_byUpdated By

SalesforceSalesforce user ID of associated

Account Engagement user who

created_by_crm_idUpdated By - User ID (CRM)

edited the landing page most

recently

SalesforceFull URL of the landing pageurlURL

Pardot Opportunity Dataset

The dataset ID is pdOpportunity. Each row represents an individual Account Engagement opportunity. Opportunities related to a

connected campaign contain a value that includes "(CRM)," which corresponds to the counterpart Salesforce campaign. This dataset

includes data from active and archived opportunities.

OriginDescriptionFieldLabel

SalesforceAccount ID that the prospect or

lead is related to

account_crm_idAccount ID (CRM)

Account EngagementName of a Account Engagement

campaign that the prospect is

assigned to

campaign_namePardot Campaign

Account EngagementDate and time the campaign is

created

campaign_dateCampaign Date

Account EngagementCampaign cost amount

associated with the opportunity

campaign_costCampaign Cost

(currency is based on the locale

setting)

SalesforceSalesforce ID of the

opportunity’s associated

Account Engagement campaign

campaign_crm_idCRM Campaign ID

Account EngagementID for the opportunity’s

associated Account Engagement

campaign

campaign_idPardot Campaign ID

Account EngagementDate and time that the

opportunity is closed

close_dateClose Date

Account EngagementDollar amount of the

opportunity’s value (currency is

based on the locale setting)

monetary_valueMonetary Value

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementDate and time the opportunity

is created in Salesforce

opportunity_dateOpportunity Created Date

SalesforceSalesforce ID of the opportunityopportunity_crm_idCRM Opportunity ID

Account EngagementID of the Account Engagement

opportunity

opportunity_idPardot Opportunity ID

SalesforceStatus of the opportunity: Open,

Won, or Lost

opportunity_statusOpportunity Status

SalesforceLifecycle stage of the

opportunity in Salesforce

opportunity_stageOpportunity Stage

SalesforceType of opportunity, from

Salesforce

opportunity_typeOpportunity Type

SalesforceName of the opportunity in

Salesforce

opportunity_nameOpportunity Name

SalesforcePercentage of estimated

confidence in closing the

opportunity, from Salesforce

opportunity_probabilityOpportunity Probability

Account EngagementTags associated with the

opportunity

tagsTags

Pardot Prospect Dataset

The dataset ID is pdProspect. Each row represents a unique prospect. Prospects related to a lead or contact in Salesforce include

values labeled (CRM). By default, this dataset includes data from active and archived prospects. An admin can edit this option in Account

Engagement Settings.

OriginDescriptionFieldLabel

Account EngagementProspect’s account nameaccount_nameAccount Name

Account EngagementProspect’s address, line oneaddress_oneAddress One

Account EngagementProspect’s address, line twoaddress_twoAddress Two

Account EngagementAnnual revenue for prospect’s companyannual_revenueAnnual Revenue

Account EngagementIndicates whether the prospect record is in the

recycle bin: True or False

is_archivedIs Archived

Account EngagementDate and time that prospect is assigned to a userassigned_dateAssigned Date

Account EngagementIndicates whether the prospect is assigned to a user:

true or false

is_assignedIs Assigned

Account EngagementFirst name of the prospect’s assigned userassigned_user_first_nameAssigned User First

Name

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementFirst and last name of the prospect’s assigned userassigned_user_full_nameAssigned User Full

Name

Account EngagementLast name of the prospect’s assigned userassigned_user_last_nameAssigned User Last

Name

Account EngagementProspect’s citycityCity

Account EngagementUser comments about the prospectcommentsComments

Account EngagementProspect’s company namecompanyCompany

Account EngagementProspect’s countrycountryCountry

Account EngagementDate and time that prospect is createdcreated_at_dateCreated At Date

Account EngagementFirst name of the user who created the prospectcreated_by_first_nameCreated by First Name

Account EngagementFirst and last name of the user who created the

prospect

created_by_full_nameCreated by Full Name

Account EngagementLast name of the user who created the prospectcreated_by_last_nameCreated By Last Name

SalesforceSalesforce ID for the prospect’s accountaccount_crm_idCRM Account ID

SalesforceSalesforce ID for prospect’s synced contactcrm_contact_fidCRM Contact ID

SalesforceSalesforce ID of prospect’s assigned lead or contact

record

contact_crm_idCRM Lead/Contact ID

SalesforceDate and time of last activity in Salesforce on the

prospect’s lead or contact record

crm_last_activity_dateCRM Last Activity Date

SalesforceSalesforce ID for prospect’s synced leadcrm_lead_fidCRM Lead ID

SalesforceSalesforce ID for the prospect’s assigned usercrm_owner_fidCRM Owner ID

Account EngagementProspect’s departmentdepartmentDepartment

Account EngagementProspect’s email addressemailEmail

Account EngagementNumber of employees who work at the companyemployeesEmployees

Account EngagementProspect’s fax numberfaxFax

Account EngagementProspect’s first namefirst_nameFirst Name

Account EngagementDate and time of first visitor activity. Identified by IP

address and associated with prospect by email

address.

first_visitor_dateFirst Visit Date

Account EngagementProspect’s first and last namefull_nameFull Name

Account EngagementProspect’s grade in Account EngagementgradePardot Grade

Account EngagementType of industry for prospect’s companyindustryIndustry

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementIndicates whether prospect has fully opted out of

phone calls: true or false

is_do_not_callIs Do Not Call

Account EngagementIndicates whether the prospect has opted out of all

email types: true or false

is_do_not_emailIs Do Not Email

Account EngagementProspect’s job titlejob_titleJob Title

Account EngagementDate and time that prospect last interacted with a

marketing asset

last_activity_dateLast Activity Date

Account EngagementProspect’s last namelast_nameLast Name

Account EngagementDate and time of most recent visitor activity.

Identified by different IP address and associated with

prospect by the same email address.

most_recent_visitor_dateMost Recent Visitor

Date

Account EngagementDate and time that the prospect is assigned to the

MQL stage

mql_dateMQL Date

Account EngagementIndicates whether the prospect has opted out of

marketing emails: true or false

opted_outOpted Out

Account EngagementBusiness unit ID associated with the B2B Marketing

Analytics app

pardot_account_idPardot Account ID

Account EngagementProspect’s visitor IDvisitor_idPardot Visitor ID

Account EngagementProspect’s phone numberphonePhone

Account EngagementProspect’s IDidPardot Prospect ID

Account EngagementProspect’s preferred title, as a picklistsalutationSalutation

Account EngagementProspect’s score in Account EngagementscorePardot Score

Account EngagementVendor name and source type that indicates

prospect’s original source.

source_campaignSource Campaign

Account EngagementCampaign associated with prospect’s first touchsourceSource

Account EngagementProspect’s stage in marketing lifecyclestageStage

Account EngagementProspect’s statestateState

Account EngagementTags associated with the prospecttagsTags

Account EngagementProspect’s territoryterritoryTerritory

Account EngagementDate and time that the prospect was updatedupdated_at_dateUpdated At Date

Account EngagementFirst name of the user who last updated the prospectupdated_by_first_nameUpdated By First Name

Account EngagementLast name of the user who last updated the prospectupdated_by_last_nameUpdated By Last Name

Account EngagementURL of the prospect’s company websitewebsiteWebsite

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginDescriptionFieldLabel

Account EngagementLength of time the prospect’s company has been in

business

years_in_businessYears In Business

Account EngagementProspect’s ZIP codezipZip

Prospect and Activity Dataset

The dataset ID is pdProspectActivity. Each row represents a unique engagement activity and data related to the prospect who

performed it.

The fields and labels vary slightly depending on whether you have Object Sync turned on.

•

Prospect and Activity Dataset on page 20

•

Prospect and Activity Dataset for Object Sync

For emails sent through Engagement Studio, the Engagement History dataset includes send data only for engagement programs that

were created after December 14, 2018.

Pardot Tags Dataset

Each row of this dataset represents a unique, assigned tag. This dataset includes active tags for campaigns, emails, forms, form handlers,

landing pages, opportunities, and prospects.

OriginFieldLabel

Account Engagementtag_nameName

Account Engagementtag_idTag ID

Pardot Users Dataset

The dataset ID is pdUser. It’s used in app templates only for Account Engagement. Each row represents one user.

OriginFieldLabel

Account Engagementcreated_atCreated At Date

Account EngagementemailEmail

Account Engagementfirst_nameFirst Name

Account Engagementfull_nameFull Name

Account Engagementis_archivedIs Archived

Account Engagementjob_titleJob Title

Account Engagementlast_nameLast Name

Account Engagementupdated_atUpdated At Date

Account Engagementuser_idUser ID (external)

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

OriginFieldLabel

Salesforce or Account Engagementusername*Username

Pardot Visitor Dataset

The dataset ID is pdVisitor. Each row represents 1 day of statistics for an individual visitor. This dataset doesn’t include data from

archived visitors.

OriginFieldLabel

Account Engagementcampaign_nameCampaign Name

Salesforcecampaign_crm_idCampaign ID (CRM)

Account Engagementcampaign_idCampaign ID (external)

Account EngagementstageStage

Account Engagementstats_dateStats Date

Account EngagementtagsTags

Account Engagementvisitor_countVisitor Count

Account-Based Marketing Datasets

B2B Marketing Analytics features optional account-based marketing offerings that come from three datasets. These datasets include

active data only. They exclude data from archived accounts.

Account-Based Marketing Contact—The dataset ID of this optional account-based marketing dataset is pdAbmContact. Each row

represents an individual Salesforce contact.

FieldLabel

AccountId.NameAccount Name

WhoID.pi__score__cContact Pardot Score

Account-Based Marketing Event—The dataset ID of this optional account-based marketing dataset is pdAbmEvent. Each row represents

an individual Salesforce event. This data originates in the Email object and pulls records for events that have passed. Event types include

Call, Email, Meeting, Prep, and Other.

FieldLabel

AccountId.NameAccount Name

WhoId.IDContact ID

WhoId.NameContact Name

WhoID.pi__grade__cContact Pardot Grade

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

FieldLabel

WhoID.pi__score__cContact Pardot Score

WhoId.TitleContact Title

DurationInMinutesDuration

AccountId.IdEvent Account ID

OwnerId.IdOwner ID

OwnerId.NameOwner Name

Account-Based Marketing Opportunity—The dataset ID of this optional account-based marketing dataset is pdAbmOpp. Each row

represents an individual Salesforce opportunity.

FieldLabel

AccountId.IndustryAccount Industry

AccountId.NameAccount Name

AccountId.OwnerId.IdAccount Owner ID

AmountAmount

CloseDateClose Date

NameOpportunity Name

AccountId.OwnerId.NameOwner Name

Multi-Touch Attribution Dataset

The dataset ID of this optional multi-touch attribution dataset is pdMultiAttrib. Each row represents an individual Salesforce

campaign influence record and includes additional campaign, contact, opportunity, and account field values for context.

FieldLabel

OpportunityId.AccountId.NameAccount

OpportunityId.AccountIdAccount Id

CampaignId.NameCampaign

CampaignId.ActualCostCampaign Actual Cost

CampaignId.BudgetedCostCampaign Budgeted Cost

CampaignId.EndDateCampaign End Date

CampaignIDCampaign ID

IdCampaign Influence ID

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics

FieldLabel

ModelId.MasterLabelCampaign Influence Model

ModelIdCampaign Influence Model ID

CampaignId.StartDateCampaign Start Date

ContactId.NameContact

ContactId.FirstNameContact First Name

ContactIdContact ID

ContactId.LastNameContact Last Name

ContactId.LeadSourceLead Source

OpportunityId.NameOpportunity

OpportunityIdOpportunity ID

CimtaGenerated.TotalRevenueRevenue

RevenueShareRevenue Share

CimtaGenerated.RoiROI

OpportunityId.StageNameStage Name

CimtaGenerated.TotalValueTotal Value

B2B Marketing Analytics DatasetsSet Up B2B Marketing Analytics