Make Awesome Salesforce Reports with ABM Ad Data

In this video, you’ll see a step-by-step process for creating Salesforce reports using ABM Ad Data. Below is a transcript of the video with a touch of editing for readability.

I’m going to show you how to create a dashboard in Salesforce CRM that reports on accounts that have been exposed to advertising by ListenLoop and compares that to accounts that have not been exposed to advertising by ListenLoop.

The goal here is to identify the amount of opportunities for each of these different cohorts and look at Stage Duration as an indicator of advertising’s impact on sales velocity. We’ll create these reports and put them in a Salesforce Dashboard so that you can quickly view the information and present it to your stakeholders.

Creating a Formula Field inside Salesforce:

1. Click on the gear icon at top-right, go to Setup Home.

2. Use Quick Find, go to Object Manager.

3. Click on Account inside Object Manager. Click on New.

4. Select Formula under Data Type. Click on Next.

5. Choose Text under Formula Return Type.

6. Fill out Field Label. We’ll call this ListenLoop_Influence.

1. ListenLoop New Custom Field for Salesforce Reports

7. Put in the formula.

In this example, we will use this formula: IF ( Impressions_all_time_c > 0, “LL Ads”, “No LL Ads”).This formula says if an account’s impressions is greater than 0, then they’ve been exposed to ListenLoop’s ads; but if that evaluates to false, then they have not been exposed to ads.

This is a field that should already exist on the account object that was created when you first set up your ListenLoop – Salesforce Integration.

8. Check Syntax to make sure it is correct. Click on Next.

9. Click on Next again, and then Save.

I have this field inside of the account object and it is setting up 2 categories: one where accounts have been exposed to ads and one where accounts have not been exposed to ads.

Navigating through Reports

Now, I’m going to navigate over to reports, and I will click on New Report. I will create a report of the Opportunity type. So click on Opportunities, and then click on Create.

Now, I’m going to set up a time frame of “All Time” but you could set this up to whatever you want, and I’m going to choose the Close Date. Notice I have “Show – All Opportunities”, and I’m going to find the field that we just created. Typically, it’s under Custom Info. I’ll go ahead and add this to the table. You could see here, some have ads and some don’t have ads. Next, switch this report to a Matrix style format.

matrix table

Now, I’m going to grab this field and drag-and-drop it into the row grouping. This creates two groups: “LL Ads” and “No LL Ads”.

with and without ListenLoop adsNow, we need to identify the amount, summarize the amount field, and that will be placed here. Save this report, calling it “Opportunities Influenced by ListenLoop.” I will run that report, which is performing a sum on the amount of opportunity value for each of the two cohorts with ads and without ads.
sum amount

So this is good but it’s hard to visualize this as a table. I will navigate to the Dashboard tool and create a new visualization.

Creating a New Dashboard

Click on Edit, Add, and search for the report that was just created. Next, choose how to display that report. The sideways or horizontal bar chart options are good for this type of report. Click on Add, and that’s it. These actions created a visualization of “Opportunities Influenced by ListenLoop” based on the report.


Now, I’m going to repeat this process for “ListenLoop Influence on Stage Duration.” Navigate back to reports.

I’m going to edit one that I already have to speed this up. All the steps are going to be identical. What we’re going to do in this report, however, is to add the Stage Duration field and move it as a column grouping. Then you could take the Stage field and add it as a column grouping on top.  By doing that, you’ll be able to set up these different stages, each with their average duration.



Step-by-Step Process for Creating a Stage Duration Visualization

1. Click on New Report, Opportunities, Create.

2. Select the following: Show – All Opportunities; Date Field – Close Date; Range – All Time.


3. Grab Stage Duration from the left and move it into the report composer.

stage duration 2

4. Click on the “down arrow” option from Stage Duration and select Summarize this Field.

summarize field

5. Select Average, and then Apply.

6. Grab the ListenLoop_Influence field from the left pane and move it into the report.

7. Click on the Tabular Format and select Matrix.

8. Transfer ListenLoop_Influence to the left side to use it as a row grouping.


There we have it. This is our row grouping, and here you could see that we have the Average Stage Duration.

9. Add stage-by-stage grouping by dragging the Stage Field into the top.

stage field

10. Save the report and provide a Report Name.

11. Click on Run Report. (Just as before, this is a very difficult report to visualize, given the different cells.

12. Go back to dashboard, and add a new dashboard.

new dash

13. Look up the report you just created.

stage report

14. Select the type of graph you want to visualize for your report, such as bar graph, vertical stacked graphs, etc.


15. Click Add.

Here, you can see interesting data about the average amount of time an account spends in a given stage depending on whether it was exposed to ads or not.

Test Report ListenLoop

These reports can be useful as you seek to prove the value of your advertising, especially with respect to ABM brand awareness campaigns and nurture campaigns.


Additional Category: Forecast Grouping

The last thing I’m going to leave you with is a bit of inspiration so you can identify reports for your company that are useful. I’ll navigate back to the reports area. You can see I’ve already started creating a report and it’s similar to the summary of amount value by cohort. But in this case, I’ve added an additional grouping and that’s the Forecast Category grouping.

forecast category

In this report, we’re looking at accounts that have been exposed to ads versus accounts that haven’t been exposed to ads, the sum of their opportunity values across each of these different Forecast Categories such as Omitted, Pipeline, Best Case, Committed, and Closed.

This report will show a different picture of what is happening with the accounts exposed to ads.Now, it’s time to visualize this. Click on Add. Again, we have an option of seeing a stacked bar graph or these individual lines. You could see pipeline versus pipeline, commit versus commit, or whatever you feel is best to visualize this report. Here, I’m going to do a vertical stacked graph.



Now I have a “Forecast Category” closed with advertising, $44,000 versus $49,000; committed versus committed, pipeline versus pipeline. This is another way to slice the data so that you can identify how your advertising is performing by looking at the data that’s inside of your CRM, often the ultimate system of record for most companies.

If you have any questions, feel free to contact me and I’ll follow-up with another video that expands on your questions. Thanks!

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.