Advanced reporting in Salesforce using Fibbler data

Goal and Importance

This stage automates the flow of data from LinkedIn to Salesforce. Syncing ensures your custom fields are populated with updated engagement metrics every week.

Steps

• Once fields are set up, Fibbler automatically syncs LinkedIn Ads data to Salesforce every Sunday.
• Fibbler matches LinkedIn domains with Salesforce Accounts.
• Data is pushed to custom fields in the Account object.

Outcome

Salesforce is updated weekly with LinkedIn engagement data for existing accounts.

Goal and Importance

Reports give visual insights into LinkedIn Ads performance. With the right reports, your sales and marketing teams can easily analyze and act on the data generated from the LinkedIn integration. This also gives you and your leadership team insight into specific performance throughout the sales outreach journey (from ad view to closed won). This step shows how to build a basic report, and step 5 below shows 4 custom reports that will give you deeper insights into your ad performance from both a pipeline, an account, and a timeline perspective. Here's how to set up your first report:

Navigate to Reports

1. From the Salesforce homepage, click on the App Launcher (grid icon in the top-left corner). Search for and select Reports.

2. Click New Report to start creating your report.

Choose Report Type

In the Choose Report Type dialog:

• Search for "Accounts."
• Select the Accounts report type. Click Start Report.

Configure Report Settings

1. Enter a dashboard name (e.g., "LinkedIn Ads Dashboard").
2. Add columns relevant to your report (such as LinkedIn Clicks/Impressions/Engagement 7/30/90 days).

3. Add relevant filters (such as "LinkedIn Clicks/Impressions/Engagement 7/30/90 days > 0")

4. Click Run to test report. When happy with the result, click Save & Run.

Outcome

Comprehensive insights into LinkedIn Ads data are available for decision-making.

Now that we've covered the basics in creating reports, let's set up some ad-performance specific reports to give you and your team a better understanding of how ads are performing related to specific target accounts.

Goal and Importance

These reports are meant for sales and marketing teams to better understand and act on how prospects are engaging with ad content. The goals of these reports are:

• To understand how ads are performing and highlighting key metrics like clicks, impressions, and engagement over time.
• Identify top accounts based on engagement
• Evaluate ROI of ad spend campaigns by relating them to deal creation and pipeline opportunities
• To encourage action among your sales team and highlight accounts or signals that need attention

To do this, we'll create 4 reports. Here's the purpose and process for each:

Report 1: LinkedIn Metrics By Account

Purpose: Identify accounts with the highest LinkedIn Ad engagement.

1. Go to Reports and create a new Accounts report.

2. Add fields:
   • Account Name
   • Custom Fields: LinkedIn Clicks (7, 30, 90 days), LinkedIn Impressions (7, 30, 90 days), LinkedIn Engagements (7, 30, 90 days)

3. Apply Filters:
   • Filter 1: LinkedIn Clicks (e.g., > 0 for the past 30 days).
   • Filter 2: LinkedIn Impressions (e.g., > 0 for the past 30 days).

4. Group by Account Name:
   • On the left-hand side of the report builder, find the Groups section (under "Outline")
   • Drag the Account Name field from the list of fields on the left into the Groups area.

5. Click "Refresh view"
6. Summarize metrics:
   • Click the drop down button next to each metric you want to summarize
   • Select Summarize and choose Sum

7. Save the report

Report 2: LinkedIn Metrics Over Time

Purpose: Analyze LinkedIn Ads performance trends over time.

1. Go to Reports and create a New Report.

2. Navigate to Other Reports, search for and select Accounts With LinkedIn Impression History custom report. Click Start Report.

3. Add columns:
   • Data Entry Date
   • Account Name
   • LinkedIn Impressions 7 Days Numeric

4. Configure grouping and chart:

5. Save and run the report

Outcome

A continuously updated report that shows weekly LinkedIn ad performance on account level.

A dashboard makes the data gathered in the reports created above both more accessible, easier to understand, and easier to take action on. This dashboard is based on the reports created in step 5.

Goal and Importance

To create an accessible way to digest the information and insights generated from the LinkedIn ads and salesforce integration. Marketers will be able to quickly see which campaigns perform the best, sales teams will be able to quickly see which accounts to take immediate action on based on activity, and leadership will get insight into the true ROI of LinkedIn ad spend and how it contributes to the overall pipeline.

Create the Dashboard

1. Navigate to Dashboards and click New Dashboard.

2. Click New Dashboard.

3. Enter a Name (We'll use "LinkedIn Ad Insights Hub" as an example name for the dashboard), a Description, and a Folder.

4. Click Create.

Add Components

In this step we'll add the reports we created in Step 5 as components to the dashboard

1. Click Widget in the top right to add an element to the dashboard. Select Chart or Table from the dropdown.

2. Find the reports you created in Step 5 either by scrolling to them or searching for their names, select them, position them on your dashboard to your liking (drag and drop).

3. For the purpose of this guide, we will use LinkedIn Ad Views Week over Week (Note that you might need to search for this report). Highlight it and click Select.

4. Select the chart type you'd like to have on your dashboard. For this, we've chosen Line Graph. Click Add when you're done.

5. Adjust the size and position of the graph by dragging the relevant elements.

6. Repeat with any additional reports you want to include in this dashboard. When you're done, click Save.

Mouse over nodes to get further information about what that specific node represents. In our example, the client Wernham Hogg has seen your ads significantly more times at the second date compared to the first, and is likely a good target for outreach.

Make the dashboard visible when a user opens Salesforce

Add it to a Lightning App Home Page so users can easily access it

1. Navigate to the Lightning App Builder. Click the gear icon ⚙️ and select Setup.

2. In the Quick Find search bar, type App Builder and click Lightning App Builder.

3. In the Lightning App Builder screen, you'll see a list of pages. Look for and select the Home Page you want to edit. Click Edit.

4. Add the Dashboard Component. On the left panel, scroll down to the Standard Components section. Find the Dashboard component.

5. Drag the dashboard into the area of the home screen where you want the dashboard visible.

6. If you get an error message about invalid placement, ensure you're dragging the component to a valid section of the page layout. Lightning App Builder requires components to be placed in defined sections.

7. Configure the Dashboard Component by selecting it (green outline) and using the right-hand settings panel to search for and select your LinkedIn Ad Insights Hub dashboard.

8. Click Save in the top-right corner.

9. Click Activate to make the page visible to users.

10. Assign the page as the Default Home Page or to specific Apps and Profiles. Select the appropriate options and click Close.

Benefits for Different Teams

By creating this dashboard and making it visible for key users on their Lightning App Home Page, you're ensuring the following:

• For Marketing Teams: Quickly see which LinkedIn campaigns and accounts are performing best.
• For Sales Teams: Identify which accounts require immediate action based on recent engagement.
• For Leadership: Understand the ROI of LinkedIn Ads and how they contribute to the overall pipeline.

Fibbler Data Security:

• All data is encrypted using TLS during transmission.
• Offline access tokens are securely stored with AES encryption.

Maintain Accounts:

• Regularly review Salesforce Accounts to ensure domain matching accuracy.