Quick-Start Guide

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Overview

Integrous Analytics reveals how B2B deals actually happen, telling the complete story from first marketing touch through sales progression to close, recognizing that prospects and customers often enter your sales process multiple times.

We collect and structure critical Attribution and funnel progression data into intuitive dashboards that empower your teams to optimize campaigns, sales processes, and funnel/revenue performance to exceed your business goals.

This Doc Will Cover:

• The Integrous Analytics Data Framework

• The Engagement Object

• Attribution Measurement

• Sales Progression Measurement

• RevOps Workflows

• Engagement Object Relationships

• Reports and Dashboards

• How Engagement Records Get Created

• Where To Go Next

The Integrous Analytics Data Framework

Prospects and Customers interact with your business across Marketing, Sales, and Channel touchpoints. Meanwhile, your team works these Leads, Contacts, and Opportunities through your funnel stages. Often, this valuable data is not properly captured and is scattered across multiple Salesforce objects, making analysis very difficult.

Our solution centralizes this information in the Engagement object and creates relationships with your existing Salesforce objects. This enables both cohort and Non-Cohort Reporting that connects team efforts directly to business outcomes and revenue.

The Engagement Object

🎯 Why it matters: Traditional systems scatter crucial attribution and sales progression data across multiple objects, making it difficult or impossible to see the complete customer journey. The Engagement object solves this by creating a unified record of every meaningful interaction and process.

ℹ️ What it is: The Engagement object is the cornerstone of the system. It captures:

• Attribution data: The source of every meaningful prospect/customer interaction

• Sales Journey data: The funnel progression for each sales process a Lead/Contact goes through

⚙️ How it works: Engagement records are automatically created with relationships to your Leads, Contacts, and Opportunities in Salesforce, making it easy to report on the complete customer journey. This design enables revenue intelligence that traditional systems can't provide by connecting marketing attribution to sales outcomes.

How it looks in Salesforce:

Engagement Record

Contact with Engagement Info

Opportunity with Engagement Info

Activations vs. Influencing Engagements

🎯 Why it matters: In B2B, prospects rarely follow a linear path. They engage multiple times over months or years, often going dormant before reactivating. Traditional systems can't track these complex journeys.

ℹ️ What it is: We use two Engagement Record Types to track these complex journeys:

• An Activation Engagement represents the beginning of a distinct sales journey

  • Created when:

    • A brand-new Lead or Contact enters your system

    • A dormant Lead or Contact re-engages after completing a previous sales journey

  • Activations are the foundation for cohort-based reporting and conversion rate analysis.

  • Activations contain additional fields irrelevant to Influencing Engagements since they maintain relationships with Opportunities and capture sales progression milestones.

• An Influencing Engagement captures additional interactions that occur during an active sales journey.

⚙️ How it works: When a Lead or Contact completes a sales journey (marked by receiving a value in the "Sales Journey Completion Date" field), they become eligible for reactivation. Their next meaningful interaction will create a new Activation Engagement with new attribution data, and marking a new sales progression. If an Opportunity is created, it is connected back to the most recent Activation (not necessarily the most recent Engagement). This enables optimizing campaigns toward engagements that generate new sales processes that lead to Opportunities.

For more info, see the Activations vs. Influencing Engagements article.

❗ Key Concept! Definition of a ‘lead’ in the Integrous system

With Integrous Analytics, Activation Engagements inform "lead" counts in reporting, not the Lead object itself. This provides a more accurate picture because:

• They differentiate the most meaningful engagements from those that represent interactions of already active Leads/Contacts

• They capture multiple sales journeys for the same person, tracking the most relevant attribution for each

• They ensure that Opportunity attribution is always recent and relevant

• They Collapse interactions across both Leads and Contacts into a single reporting framework

Hypothetical Example:

• A prospect is in a purchased list upload but never responds to Sales outreach

• 6 months later, submits Demo Request form (Reactivation)

• The next day, submits whitepaper form

• Becomes an Opportunity

Traditional systems attribute the Opportunity to either the first interaction (list purchase), which is not relevant to the Opportunity, or to the last interaction (the whitepaper), which was the second form they submitted, missing the critical reactivation (Demo Request). Integrous Analytics correctly identifies the Demo Request as the beginning of the new sales journey that led to the opportunity.

❗Key Concept! Creating ad hoc Lead and Contact reports

When you would have previously created an ad hoc Lead or Contact report in Salesforce to dig into attribution/engagement information, it’s almost always better to create an Engagement report with the Integrous Analytics system. Due to the one-to-many relationships between Leads/Contacts and Engagments, Lead and Contact reports will almost always undercount. Engagement reports can include all interactions, filter just to the ones that count as ‘leads’, can include all the Lead and Contact fields you want, and have the added benefit of connecting to Opportunities generated as well.

For more info, see the Ad Hoc Lead and Contact Reports article.

Reactivation Eligibility

When a Lead/Contact completes a sales journey, their next Engagement will be created as an Activation. See the Reactivation Eligibility article for more details.

Attribution Measurement

🎯 Why it matters: Understanding the source of your leads and opportunities is essential for optimizing marketing spend for generating the kinds of leads that turn into deals and revenue.

ℹ️ What it is: The two most important kinds of information stored on the Engagement Object are attribution information and sales progression information.

The Integrous Analytics system captures detailed attribution information for every meaningful interaction in the Engagement Object, enabling multi-touch attribution reporting.

The system organizes attribution data in a hierarchical structure that allows both high-level summaries and detailed drill-downs.

Some of the key attribution fields:

• Reporting Acquisition Team: Highest level source summary (Marketing, Sales, Channel)

• Reporting Medium Category: First drill-down source (Paid, Earned, Owned, Events, etc.)

• Reporting Medium: Specific channel (Paid Search, Organic Social, Channel Deal Registration, Sales Outbound, etc.)

• Reporting Source: Partner or property (Google, LinkedIn, Hubspot, etc.)

• Reporting Campaign: Optional, varies by tactic

• Engagement Type Category: Type of interaction/CTA (Free Tool, Trial, Whitepaper, Webinar, etc.)

• Engagement Type: Specific interaction/CTA (Trial - Product X, Whitepaper - IT Best Practices, etc.)

⚙️ How it works: Here’s an example showing How Acquisition Team drills down to Medium Category, which drills down to Reporting Medium.

This allows for easy time-over-time summary views:

This hierarchical approach allows high-level summary reports for overall business performance as well as detailed drill-down reports for campaign optimization.

Sales Progression Measurement

🎯 Why it matters: Understanding how efficiently prospects move through your sales funnel is critical for accurate forecasting, identifying process bottlenecks, and optimizing team performance. In traditional systems, this data is fragmented across Leads, Contacts, and Opportunities, making it difficult to see the complete picture.

ℹ️ What it is: In addition to attribution information, the system collects sales progression information on the Engagement object. While attribution is stored on every Engagement, sales progression is only stored on Activation engagements since they represent the start of a new sales process.  

The system tracks six key milestones through the sales process:

⚙️ How it works:

• For each stage, we capture both date and owner information

• Stages 1-3 are stored on Engagements, Stages 4-6 are stored on Opportunities (though all the fields are available on Engagements, Opportunities, Leads, and Contacts via lookup relationships and formula fields)

This approach enables conversion rate analysis by rep/team/inbound source, SLA compliance, and overall funnel performance reporting.

Business Case: Your marketing team wants to know which campaigns generate the biggest impact. With Integrous Analytics, you can see not just how many leads each campaign generates, but how efficiently those leads progress through qualification (Stages 2-3), convert to opportunities (Stage 4), and ultimately close as revenue (Stage 6).

Seeing it in Salesforce

Multi-Activation Views

See sales stage configuration instructions in the Sales Stage Configuration article.

RevOps Workflows

🎯 Why it matters: Integrous Analytics captures critical operational data across your revenue process, providing visibility into previously hidden workflows and enabling data-driven improvements throughout the customer journey.

Key insights available:

Process Monitoring

• See Lead routing performance

• Track qualification progression by rep and team

• Measure BDR-to-AE handoff efficiency

SLA Compliance

• Monitor lead follow-up time by rep

• Track how sales processes are closed out to identify coaching opportunities or gaps in automated processes

Funnel Performance Analysis

• Analyze funnel progression by inbound source and sales team/rep

• See performance by both conversion rate and velocity for every step

Multi-Journey Intelligence

• Track which campaigns drive reactivations

• Report on which teams and tactics drive upsell revenue

These insights enable RevOps teams to optimize routing rules, refine SLAs, improve forecasting accuracy, reduce sales cycles, and build data-driven compensation plans—all from reports available directly in Salesforce.

For more information, see the related RevOps Oversight article.

Engagement Object Relationships

🎯 Why it matters: The Engagement object's relationships unlock its full power, connecting attribution and sales journey data to standard objects, and establishing crucial control flows that determine how and when Engagements are created and updated.

ℹ️ What it is:

• Engagements and Leads/Contacts:

  • Current Activation:

    • Lookup field on Leads/Contacts pointing to their most recent Activation

    • Allows seeing the attribution and sales progression information on Leads and Contacts

  • Lead/Contact Fields:

    • Lookups on Engagements tying them to the Lead/Contact who interacted

    • Determines which Lead/Contact controls the Engagement until it is associated with an Opportunity

• Engagements and Opportunities:

  • Primary Opportunity:

    • Links an Open Activation to the first Opportunity the Contact joins after the Activation

    • Determines which Opportunity controls the Activation’s ‘Sales Journey Completion’ logic and stages 4-6 progression, and allows including Opportunity info in Engagement reports

  • Attribution Activation:

    • Lookup field from Opportunities to Engagements

    • Identifies which Activation controls the Opportunity's Single-Source Attribution and Lead/Contact qualification process information (stages 1-3)

⚙️ How it works: These relationships determine how and when Engagements are created and updated. They also enable two powerful reporting approaches:

• Cohort Reporting:

  • Uses the Engagement object to report on all Activations and the subset of Opportunities they generate (won’t include all Opportunities), similar to the “Leads with Converted Lead Information” stock report

  • Business case: For measuring true campaign conversion rates and optimizing top-of-funnel performance

• Non-Cohort Reporting:

  • Uses the Opportunity object to report on all Opportunities and the source attribution and qualification process from the subset of Activations they came from (won’t include all Activations)

  • Business case: Perfect for revenue attribution analysis and ensuring all pipeline opportunities are included in reporting

For more information about Opportunity Attribution, see related Opportunity Attribution article.

Reports and Dashboards

🎯 Why it matters: Comprehensive and intuitive dashboards enable teams to make better business decisions optimizing campaigns, refining sales processes, and addressing funnel bottlenecks to exceed revenue goals.

ℹ️ What it is: Access pre-built reports in two ways:

Salesforce Dashboards

• Access a comprehensive collection of pre-built dashboards directly in Salesforce, including Marketing performance, Sales performance, RevOps workflows, and executive summaries

• Includes cohort and non-cohort views

• Uses a 'single-source' (winner-take-all) attribution model due to Salesforce limitations

Integrous BI Dashboards

• For advanced analytics needs:

• Access everything found in the Salesforce dashboards plus enhanced visualization capabilities and more sophisticated analysis options

• Includes multiple attribution models

• Includes goal pacing

• Includes ROAS (Return on Ad Spend) calculations (joining revenue from Salesforce with cost data that is not in Salesforce)

• Other advanced reporting capabilities

⚙️ How it works: The Salesforce reporting suite is available to all users. The BI environment requires separate licenses and is accessed through a web interface.

How Engagement Records Get Created

🎯 Why it matters: Even the best analytics system is only as good as the data it collects. Integrous Analytics is designed to capture attribution data from all your meaningful Prospect/Customer interactions, ensuring complete visibility into your revenue drivers.

Key ways that Engagement records are created:

1. Web Forms

   • Integrous JavaScript tracks source attribution in end-user browser storage

   • Form submissions pass this data via hidden form fields

   • This data is written to a new or existing Lead/Contact via system ‘Processing’ fields

   • The system creates an Engagement with complete attribution information

   • For more info, see the following related articles:

     • Web Form Attribution Tracking Guide

     • JavaScript Overview

     • JavaScript Testing Guide

2. List Uploads

   • Include ‘Processing’ attribution fields in list uploads for offline interactions

   • The system creates Engagements with this attribution data for new and existing Leads/Contacts

   • For more info, see the related List Upload Attribution article.

3. Manually Created Leads/Contacts

   • Every new Lead/Contact receives an Activation Engagement

   • If detailed attribution isn't available in the ‘Processing’ fields, the system uses Lead Source

     • Thus, we recommend that the Lead Source field has as few meaningful values as possible, that all teams are aligned on their definitions, and that it is required, at least for manually created Leads and Contacts.

   • For more info, see the related Lead Source for Manually Created Leads/Contacts article.

4. Channel Deal Registrations

   • Do not use JavaScript/hidden form fields for tracking Channel deal registrations like you do other form submissions

   • Instead:

     • Hard-code values in the Lead/Contact 'Processing' fields to capture partner information

     • Set FC_UTM_MED and ENG_TYPE to "Channel Deal Registration"

     • Set FC_UTM_SRC to the partner's name

     • Or, at a minimum, set Lead Source to "Channel - Deal Registration" for new leads.

   • This ensures proper attribution to Channel partners rather than tracking how the partner found your form (e.g., organic search).

   • For more info, see the related Channel Deal Registration Attribution article.

5. Tasks

   • Purpose: To see the impact of Sales activities in the attribution system

   • Configuration: Configure criteria in the Integrous Admin Console to create Engagements from Task records that represent meaningful Lead/Contact interactions (at a similar level of engagement as a form submission)

   • Note: due to timing constraints in Salesforce, these can generate Influencing Engagements and Reactivations but not Original Activations

   • For more info, see the related Creating Engagements from Tasks article.

6. Campaigns:

   • Purpose: As an optional flexible mechanism for creating Engagements

   • Configuration: Enable "Create Engagement Records" on Campaigns to create Engagement records for Campaign Members

   • Note: due to timing constraints in Salesforce, these can generate Influencing Engagements and Reactivations, but not Original Activations

   • For more info, see the related Creating Engagements from Campaigns article.

7. Other Use Cases

   • If none of the mechanisms above work for a use case, you can also use whatever process you’d like (API, Apex, Flow) to update the ‘Processing’ fields on Leads and Contacts to trigger the creation of a new Engagement record.

     • For more info, see the related Processing, RAW, and Reporting Fields  article.

In all cases above, the system will create an Activation or Influencing Engagement based on the state of the Lead/Contact at the time. For more info, see the related Reactivation Eligibility article.

🔑 Admin Cheat Sheet

For a quick reference of the ways Engagements are created, where their attribution info originates, and useful troubleshooting fields, see the related Engagement Creation and Attribution Logic article.

Data Correction Module

🎯 Why it matters: Even with careful setup, attribution data errors can occur from URL typos, list upload mistakes, or legacy values that don't match your current naming conventions.

ℹ️ What it is: The Data Correction Module in the Admin Console allows administrators to:

• Find and fix attribution mistakes across multiple Engagement records

• Correct data without disrupting reporting relationships

• Maintain an audit history of changes

⚙️ How it works:

1. Define criteria to select affected Engagement records

2. Specify the fields and values to update

3. Document the purpose of the correction

4. Preview affected records before committing changes

This ensures your reporting remains accurate even when upstream data contains errors.

For more info, see the related Data Correction Module vs. Data Mapping Module article and the detailed Data Correction Module article.

Where To Go Next

• Customer System Prerequisites - A playbook of recommended updates to client systems to ensure the Integrous System is as successful as possible

• Configuration Decisions - A guide to the key configuration options in the system

• Key Concepts - This section explains the underlying logic, nuances, and best practices that make our system unique

• How-To Guides - This section provides step-by-step instructions for configuration related to the Integrous Analytics system

• Admin Console - This section describes how to manage Integrous Analytics settings within Salesforce