Filters and Selections

This page describes the various filter options that you have available on the Demand Generation Effectiveness (DGE) page. These filters and options work with each other to help you answer questions about the effectiveness of your campaigns.

Filters

This filter allows the user to choose the campaigns for the attribution as well as the leads, accounts, and opportunities. This is based on various dimensions that are configured.

You can add the desired dimensions to this filter by clicking the three-dot menu on the top-right of the page and selecting the ‘Edit Page’ option. Then add the dimensions you want in the ‘Filters’ section of the ‘Edit Page’. When you go back to the main page, the selected dimension and its options will now appear in the ‘Filter’ dropdown.

Period Filters

This is the period within which a lead/opportunity should have been created in the funnel (funnel created date and not the source created date) from the campaigns that were filtered using the previous filter of ‘Campaign Date & Time’. Using this option, we look at the leads/opportunities that have a created date that falls in the date range selected by the user.

These two filter options work in tandem with each other to help you narrow down the desired leads

Campaign Metrics Date

This filter determines which time period should be considered for aggregating campaign metrics such as Spend, Budget, Impressions, CPC, Clicks, CPM, CTR, and Conversion. This works only on the campaign metrics and does not affect the number of campaigns or the attributed leads, or the opportunities. However, since it affects metrics like Spend, this will have an effect on your ROI.

Campaign Member Engagement Date

This filter is used to filter only leads/opportunities that have actually engaged with the campaign in the selected time period. This works on the campaign member engagement date.

This is different from Lead/Opportunity Created Period because it determines when the engagement should have happened and not when the Lead/Opportunity should be created in the funnel.

Attribution Look back window

This is used to filter the campaign member engagements that have engaged in the last x days with leads/ opportunities for attribution

It can be helpful when filtering out obsolete engagements that probably should not get credit for attribution.

This can be different for leads and opportunities. For example, Leads - 30 days and Opportunities - 90 days. Only engagements that have engaged in the last 30 days for leads and 90 days for Opportunities will be used in the attribution.

Summary

Filter	What does it filter?	Considered for Attribution Logic in All Campaigns in Advanced controls	Considered for Attribution Logic — Filtered in Advanced Controls
Lead/Opp created date	Leads, Contacts, Opportunities	Y	Y
Campaign Start Date	Campaigns and Campaign Members associated with those campaigns on or after the start date	N	Y
Campaign Engagement Date	Campaigns and Campaign Members associated with those campaigns	N	Y
Campaign Member Engagement Date	This filter defines what touches will be included in the attribution logic. Campaign Members and touches irrespective of the campaigns (which essentially touch) use the engagement timestamp from the Campaign Member Object	Y	Y
Attribution Look Back Window — Lead	Campaign Members and touches (which essentially touch). This defines what touches will be included in the attribution logic	Y	Y
Attribution Look Back Window — Opportunities	Campaign Members and touches (which essentially touch)	Y	Y
Campaign Metric	Campaign metrics like Spend, Budget, CPC, CPM, etc	N	N

Engagement Filters

Filter By

This is to decide which dimension the sequence filters should work on. This could be different from Journeys by. For example, you could view the Journeys by ‘Engagement Name’, but could filter them by ‘Engagement type’ or ‘Engagement Channel’.

Engagement

Determines which engagements from Activities, Campaign Touches, and Funnel Movements to be used in the filtering. Only the engagements selected here will appear in the following drop-down.

First Engagement

This option allows you to only include those journeys in the analysis that start with the selections from this drop-down.

Last Engagement

This option allows you to only include those journeys in the analysis that end with the selections from this drop-down.

Any Engagement

This option allows you to only include those journeys in the analysis that contain the selection anywhere in the journey.

Find a Sequence

This option allows you to further specify a sequence of engagements, and only the journeys that have this sequence will be considered for analysis. You can add up to 5 engagements per sequence.

If the “Strictly immediate” option is unchecked, then the sequence may have other engagements between them in the journeys. E.g., if the sequence pattern to look for is “Email → Website trial → Meeting”, then even journeys that have “Email → Call → Call → Website trial → Demo → Meeting” will be considered.

If the “Strictly immediate” option is checked, then only the journeys containing the exact sequence will be considered. E.g., if the sequence pattern to look for is “Email → Website trial → Meeting”, then a journey that has “Page visit → Email → Website trial → Meeting” will be considered. However, another journey that has a sequence of engagements as “Email → Call → Call → Website trial → Demo → Meeting” will not be considered.

You can have multiple sequences with ‘Any’ or ‘All’ conditions applied between them. The ‘Any’ option between sequences acts as a logical OR (union) condition. The ‘All’ option between the sequences acts as a logical AND (intersection) condition.

Opp Attribution

This option allows the user to select one of the three methods of attribution for the opportunities, as explained below:

Primary contact: Only those campaigns will get the contribution for an opportunity that have engaged with the primary contact of the opportunity.

All contacts: Only those campaigns will get the contribution for an opportunity that have engaged with any contact of the opportunity. E.g., if an account has 5 contacts and three of those contacts are linked to an opportunity, then all three contacts will be taken into consideration.

Account: Only those campaigns will get the contribution for an opportunity that have engaged at an account level or all contacts in the account linked to the opportunity. E.g., if an account has 5 contacts and three of those contacts are linked to an opportunity (and the remaining 2 are not linked to an opportunity), even then, all five contacts will be taken into consideration.

Attribution Model

RevSure has multiple attribution models available out of the box (OOB). Additionally, we can also add any custom attribution model for our customers.

Advanced Controls

There are 2 types of advanced controls available to the user to suit their use case.

Campaign Touches Considered

This option helps the user perform attribution for all the touchpoints or only on filtered touchpoints. This will impact the credit being given to the campaigns. The two options are:

All: When this option is selected, all the touchpoints from various campaigns will be considered, and the attribution will be performed. Only after the attribution is performed will the filter from the first ‘Filters’ option be applied.

Filtered: In this case, first, the filter using the ‘Filters’ option will be applied, and the attribution will be performed post that on the filtered data.

Consider only the first movement

Sometimes, the leads and opportunities may move backwards in the funnel or may leak and come back to the funnel after some time. This will cause them to go through some part of the funnel multiple times.

In case you want to only consider the first time a lead/opp progressed forward in a funnel, set the toggle to ON.

In case you want to consider all the times a lead has progressed in the funnel, set the toggle to OFF.