Goals
A goal is the outcome Mosaic gives credit for. Every goal is a Salesforce opportunity synced to Conversion.- Pipeline is the total Amount of the opportunities created in a period.
- Revenue is the total Amount of the opportunities won in a period. Mosaic uses the opportunity’s won flag and close date from Salesforce, so revenue is closed-won bookings, not invoiced or recognized revenue.
- One opportunity can count as both pipeline (in the period it was created) and revenue (in the period it was won).
- Mosaic always reads the opportunity’s current values. If a deal’s Amount or Close Date changes in Salesforce, reports reflect the new value after it syncs.
- Amounts are summed as stored. Mosaic doesn’t convert currencies.
- An opportunity with no Amount still counts toward opportunity counts and coverage, but adds nothing to pipeline or revenue.
Touchpoints
A touchpoint is one marketing interaction by one contact that can earn credit. Mosaic creates touchpoints from these sources, which you control on the Touchpoints settings tab:Eligible touchpoints
A touchpoint counts toward a goal only when all of these are true:- It belongs to an eligible contact for that opportunity.
- It happened before the goal.
- It happened inside the attribution window before the goal.
- It isn’t a web session removed by an exclusion rule.
Channels and subchannels
A channel is a group of touchpoints you want to measure together, such as Email, Paid Search, or Webinar. A subchannel splits a channel further, such as Paid Search › Google and Paid Search › Bing. You can edit both on the Channels settings tab. Reports use these labels for touchpoints without a match:Attribution models
An attribution model decides how each opportunity’s value is split across its eligible touchpoints. Each opportunity’s credit always adds up to 100% of its value.Example
An opportunity worth $100,000 has four eligible touchpoints: a Paid Search session, a webinar attendance, an email click, and a Direct session, in that order.
Time decay depends on how many days before the goal each touchpoint happened.
Date basis
The date basis decides what the date range filters on.
For example, a webinar in March leads to an opportunity created in May. With By created date, the webinar’s credit shows in May. With By touch date, it shows in March.
Touch date numbers for recent periods keep growing as touched accounts go on to open and win deals. Use the goal date to report on what closed in a period, and the touch date to judge recent programs.
Metrics
Headline metrics
Attributed pipeline plus unattributed pipeline equals pipeline created. The same holds for revenue.
Channel metrics
Influence metrics count every opportunity a channel touched, whatever the model. One opportunity can be influenced by several channels, so influenced counts across channels add up to more than the total.
Comparison period
The Overview tab compares each headline metric with a previous period:
Counts and amounts show the percent change. Marketing coverage shows the change in percentage points (pts).