How to track and report Influ2 influence in Salesforce

What is Influence?

Influ2's influence model evaluates marketing's impact by tracking ad interactions within a specific timeframe and associating these interactions directly with sales outcomes. An account is considered influenced if at least one member of the buying group either:

Clicks on an ad at least once
or
Views an ad at least 15 times within 15 days of a positive sales outcome

This model ensures that marketing efforts are measurable and directly tied to sales performance, giving teams valuable insights into campaign effectiveness.

How to Send Influ2 Metrics to Salesforce

Once an account is identified as influenced, you can view the sales outcomes in the Influ2 Revenue Reports. These reports highlight the impact of your campaigns across all stages of the sales process, including influenced opportunities generated and progressed.

For better alignment between sales and marketing—and to provide leadership with visibility into what drives measurable progress—you can send Influ2 influence data to custom fields on the Salesforce Opportunity object. This enables your team to track and measure marketing’s impact directly in Salesforce.

Steps to Enable Data Integration:

1. Create Salesforce Fields: We offer a variety of influence fields, making it easier to send the metrics that matter directly from Influ2 to Salesforce. You can measure the impact of Influ2 marketing across contacts, leads, accounts, opportunities, events, and tasks—all within Salesforce. 

The following table is an example of just some of the fields available. Those that are bolded are most commonly used. View the full list of fields in your Influ2 account: Settings --> Integrations --> Salesforce --> Metrics

Field name

Explanation

Field Type
Influ2 Influence Indicates whether or not an Opportunity has been influenced by Influ.  Checkbox (yes/no)
Influ2 Influence Label The type of influence detected (e.g., Generation, Progression, Won). Picklist
First Impression Date The date of the first ad impression for the account before the Opportunity was created. Date
Last Impression Date The date of the last ad impression for the account before the Opportunity was created. Date
First Click Date The date of the first ad click for the account before the Opportunity was created. Date
Last Click Date The date of the last ad click for the account before the Opportunity was created. Date
First Visit Date The date of the first page visit for the account before the Opportunity was created. Date
Last Visit Date The date of the last page visit for the account before the Opportunity was created. Date
Last Clicked Content URL The URL of the content they most recently clicked before the Opportunity was created. URL
Last Seen Content URL The URL of the content they most recently saw before the Opportunity was created. URL
Last Clicked Content URL The URL of the content they most recently clicked before the Opportunity was created. Text (255 characters)
Last seen Content name The name of the content they most recently clicked before the Opportunity was created. Text (255 characters)

Impressions Before Opportunity

 Total number of ad impressions delivered to the account before the Opportunity was created. Number
Clicks Before Opportunity Total number of ad clicks from the account before the Opportunity was created.  Number
Visits Before Opportunity Total number of visits from the account before the Opportunity was created.  Number
Impressions After Opportunity Total number of impressions delivered to the account after the Opportunity was created.  Number

Clicks After Opportunity

 Total number of ad clicks from the account after the Opportunity was created.  Number
Visits After Opportunity Total number of visits from the account after the Opportunity was created.  Number
Total Impressions Total number of ad impressions delivered to the Opportunity.  Number
Total Clicks Total number of ad clicks from the Opportunity. Number
Total number of visits Total number of ad visits for the account.

Number

2. Share API Names with Influ2: Once the fields are created, provide their API names to your Influ2 Customer Success Manager (CSM) or Implementation Manager.

3. Configuration and Notification: Influ2 will configure the integration and notify you once the data flow is set up.

Building Salesforce Reports with Influ2 Influence Data

Once the data is available in Salesforce, you can build reports to analyze the impact of your campaigns. Below are examples of commonly-used reports:

1. Influenced Opportunities Generated/Progressed

Purpose: Measure how many new opportunities were influenced during a specific period, grouped by criteria such as industry, geo, account type, or revenue range.

  • Columns to Include:

    • Opportunity Name
    • Account Name
    • Number of impressions before Opportunity opened
    • Number of clicks before Opportunity opened

  • Filters:

    • Influ2 influenced = True
    • Influ2 influence label = Generation/Progression

2. Pipeline Impact by Influ2

Purpose: Evaluate how much of your pipeline was influenced, including opportunities generated and progressed.

  • Columns to Include:

    • Opportunity Name
    • Opportunity Amount
    • Account Name
    • Influ2 influenced
    • Influ2 influence label

  • Filters:

    • Influ2 influenced = True
    • Influ2 influence label = Generation/Progression

  • Grouping:

    • Group Rows by Influ2 influence label
    • Group Columns by Influ2 influence

3. Influenced Opportunities by Month

Purpose: Track the monthly impact of Influ2 campaigns on opportunities generated and progressed.

  • Columns to Include:
    • Opportunity Name
    • Opportunity Amount
    • Account Name
    • Influ2 influenced
    • Created Date

  • Grouping:

    • Group Rows by Influ2 influenced and Created Date
    • Group Date by Calendar Month