This handbook page covers key dashboards and reports, and tips on how we leverage the metrics presented in order to optimize our demand generation campaigns.
Main reports used (in order from zoomed-out to zoomed-in):
GET FROM DUNK
GET FROM DUNK
The below table shares some key metrics, with our current SSoT source, filters to use, and notes (in cases of calculations)
|Linear SAOs by segment/region||DG Dash||Notes|
|MQLs by segment/region||DG Dash||Notes|
|Spend (planned/current) by segment/region||PMG||Notes|
|Spend (past actuals) by segment/region||PMG||Notes|
|Conversion rates by segment/region||DG Dash||Notes|
|Velocity by segment/region||DG Dash||Notes|
|Cost-per by segment/region||DG Dash||Jump to details on filters and calculation|
|Pipeline coverage||Pipeline X-Ray||Breaks out by segment and New FO/Growth|
|SDR SAOs by segment/region||TD: Marketing Metrics Dash||This CAN be filtered down to segment/region for SAOs only - details below|
|INQ > SAO conversion rate by segment||TD: Marketing Metrics Dash||Need to confirm if this is accurate by region|
To get SAO data by region:
User_Region_Namefor the region (i.e. east/west)
User_Territorywill then populate with the next level down of data
Crosschecking for Digital:
In Google Drive look up
Pipeline X-Ray: Net ARR - Current & Next Quarter Overview - v0.91
Where to focus in this report:
Open Stage 1+ Coverageand
Open Stage 3+ Coveragefor previous quarters, there is a natural curve up as pipeline is added within the quarter, and a natural curve down to zero as the quarter comes to a close. This is due to pipeline that was previously anticipated for the current quarter, moves to future quarters.
Metrics in Pipeline X-Ray
The Demand Generation Dashboard uses
To add a new integrated campaign group, open an issue by using the demand-gen-dashboard template in the Marketing Strategy & Performance project
The above [Linear] attribution metrics are also available in other attribution models: First touch, U-shaped, W-shaped. Find more information about these attribution models on the Bizible Handbook page
Other(if you select both, you would be able to see All touchpoints).
Othertouchpoints cover any non-Demand Gen data (e.g.: FMM, Direct, Organic Search etc.). Touchpoint Segment does not filter the PMG cost.
Snapshot Viewoption, the main KPIs (MQL,Linear SAO, Won) will be filtered by the relevant snapshot date instead of touchpoint date. What does this mean? Touchpoint view is based on Bizible touchpoint dates, while the Snapshot view is based on the relevant SFDC object date filters: for Linear SAO -> SAO date, Closed Won -> Closed date, MQLs -> MQL date. Inquiries is always filtered by the Bizible touchpoint date, so Inquiries and PMG cost is not affected by the Snapshot view. Important to know that the Snapshot View is only linked to the main Scorecards and the Funnel chart that are on the top of the Demand Gen dashboard. Note that best practice is to use the
Snapshot Viewon this dashboard.
Free Trialcovers the Estimated Free Trials only.
budgetfield in their database. PMG Segments: SMB, Mid-Market, Large, Prospecting, Retargeting
The Demand Gen dashboard has the following defaults filters set up:
1. New - First Order
When you want to reset the filter just open the filter pane and click on
How to filter New First Order Logos?
SFDC_Order_Type_Stamped = 1. New - First Order (this does not filter the
How to filter Growth?
SFDC_Order_Type_Stamped = 1. New - First Order, 2. New - Connected, 3. Growth to expand the view beyond first orders.
How to use
Web direct covers web portal purchase. Deal Path is
Channel when the Partner Account name is not blank on the opportunity.
What filters to use for GTM Motion reporting (e.g. DevOps GTM)
Integrated_Campaign = DevOps GTM(depending on which GTM motion you are reporting on).
Touchpoint_Segment = Demand Gen + Other
SFDC_Order_Type_Stamped = 1. New - First Order
Snapshot View vs Touchpoint View:
Snapshot View is the default on the dashboard and the best practice for use.
The following table gives a better understanding of the difference between the 2 views (with dummy data). The table shows 1 SFDC Sales accepted opportunity (SAO) with 4 different touchpoints and the Linear SAO. Each touchpoint happens on a different day and the SAO date of the opportunity is on
2021-01-10, another one on
2021-01-12and so on).
|SFDC Opportunity ID||Bizible Touchpoint ID||Bizible Touchpoint Date||SAO date||Touchpoint Type||Linear SAO|
MQLs in snapshot view: The snapshot view calculates the distinct number of Bizible persons who hit MQL status and engaged with any of the demand gen campaigns
Group By Timefilter you can change the date granularity on the Date Range Comparison table and the trend charts (Acquisition and Opportunity $ Trend,Conversion % and CPA Trend).
The below table shows the rules how we select the demand gen related touchpoints and addes them into the integrated campaign groups. We take online touchpoints (utm parameters from the form, landing page URLs) and the offline campaigns (such as LinkedIn Lead Gen) as well.
How to make sure that the LinkedIn Lead Gen campaigns will be captured properly by the dashboard?
You need to follow this steps while setting up the LinkedIn Lead Gen campaigns: Steps to Setup Linkedin Lead Gen Form *Gated Content Only. Important to note that the campaign name should include the campaign parameters, as the dashboard is using them to add into the different campaign groups.
|Campaign group||UTM string||Ad Campaign name|
|Increase Operational Efficiencies||lower-tco or operationalefficiencies or operationalefficiences||campaign name incl. 'lower-tco or operationalefficiencies or operationalefficiences'|
|Deliver Better Products Faster||reduce-cycle-time||campaign name incl. 'betterproductsfaster'|
|Reduce Security and Compliance Risk||secure-apps||campaign name incl. 'reducesecurityrisk'|
|Jenkins Take Out||jenkins-alternative||campaign name incl. 'cicdcmp2' or campaign name ='2020_Social_Jenkins_cicdcmp2_LinkedIn Lead Gen|
|CI Build & Test Auto||single-application-ci||campaign name incl. 'cicdcmp3'|
|OctoCat||github-actions-alternative||campaign name incl. 'octocat'|
|CI Use Case - FR||integration-continue-pour-construire-et-tester-plus-rapidement, utm_content incl 'french'||campaign name incl. 'singleappci' or campaign name ='2021_Social_singleappci_French_LinkedIn Lead Gen|
|CI Use Case - DE||nutze-continuous-integration-fuer-schnelleres-bauen-und-testen, utm_content incl 'paesslergerman'||campaign name incl. 'singleappci'|
|CI Use Case||use-continuous-integration-to-build-and-test-faster (excluding CI Use Case FR and DE)||campaign name incl. 'singleappci' or campaign name ='20201013_ActualTechMedia_DeepMonitoringCI or 2020_Social_CI_singleappci_LinkedIn Lead Gen|
|DevSecOps Use Case||shift-your-security-scanning-left||campaign name incl. 'devsecopsusecase' or parent campaign name='GCP_campaign_parent'|
|VCC Use Case||simplify-collaboration-with-version-control||campaign name incl. 'vccusecase' or campaign name ='2020_Social_VCC_vccusecase_LinkedIn Lead Gen'|
|GitOps Use Case||gitops-infrastructure-automation||ad campaign name incl. 'iacgitops' or campaign name ='2020_Social_GitOps_iacgitops_LinkedIn Lead Gen'|
|Evergreen||evergreen||ad campaign name incl. 'evergreen'|
|Brand||brand||ad campaign name incl. 'brand'|
|AWS||aws-gitlab-serverless or trek10-aws-cicd||ad campaign name incl. 'awspartner'|
|SMB Nurture||smbnurture or smbagnostic||ad campaign name incl. 'smbnurture or smbagnostic' or campaign name ='Nurture - SMB Mixed Use Case'|
|CI/CD Seeing is Believing||cicdseeingisbelieving||ad campaign name incl. 'cicdseeingisbelieving' or campaign name ='20201215_HowCiDifferent'|
|Simplify DevOps'||simplifydevops||ad campaign name incl. 'simplifydevops' or parent campaign name ='FY21_SimplifyDevOps_Commercial'|
|Japan-Digital Readiness||21q4-jp||ad campaign name incl. '21q4-jp' or campaign name ='2021_Social_Japan_LinkedIn Lead Gen'|
|Publishers/Sponsorships||utm_medium = 'sponsorship' and utm_source ='issa','stackoverflow','securityweekly-appsec'||parent campaign name='Demand Gen Publishers/Sponsorships'|
SFDC reports and dashboards to track program performance real-time. Data from the below SFDC reports/dashboards along with anecdotal feedback gathered during program retros will be used as guidelines for developing and growing various marketing campaigns.
The SFDC report/dashboard is currently grouped by program types so MPMs can easily compare and identify top performing and under performing programs within the areas that they are responsible for.
Note: Virtual Events include Webcast, Live Demos and Virtual Sponsorship
Total net new leadsand
Total net new contactsto get the overall total net new names.
Campaigns with Influenced opportunitiesreport type because Bizible was implemented in June'18 and therefore the attribution report did not capture data prior to this. We plan to migrate webcast and live demo influenced pipe reports to Bizible attribution report in the next dashboard iteration so they align with overall marketing reporting.
The Webcast Dashboard tracks all webcasts hosted on GitLab's internal webcast platform. It is organized into 3 columns. The left and middle columns tracks 2 different webcast series (Release Radar vs. CI/CD webcast series). The right column tracks various one-off webcasts since Jan'18.
The Live Demo Dashboard is organized into 2 columns. The left column tracks the bi-weekly Enterprise Edition product demos (1 hour duration). The bi-weekly Enterprise Edition product demos ran between Q1'18 - Q2'18. The right column tracks the weekly high level product demo + Q&A session (30 minutes duration). The weekly high level product demo + Q&A session was launched in Q4'18 and currently running through the end of Feb 2019.
The Virtual Sponsorship Dashboard focuses on events that are hosted by a 3rd party where GitLab has purchased a virtual booth or sponsorship.