Get started with Dreamdata
What is Dreamdata? [VIDEO]
Setting Up Dreamdata
How to set up Dreamdata Web tracking (analytics.js) manually
How to set up up Dreamdata web tracking (analytics.js) using Google Tag Manager
How to track forms adding the auto-identify script via Google Tag Manager.
The Onboarding Process
Onboarding process for free customers [VIDEO]
Onboarding for paying customers [VIDEO]
How to invite your colleagues to Dreamdata
Which channel performs best for different content?
Which content influenced the MQLs created in a time period?
Content Performance - Dashboard Options
Which content generates pipeline?
Measuring influenced pipeline for B2B content - the true conversion metric
What KPI to measure the effect of B2B content?
Setup Content Reporting
Content Analytics - Dashboard Options
Return on Ads Spend
Google Search Ads
Google Display Ads
Performance vs. Revenue attribution: A guide on when to use what
Setting up Facebook Ads
Setting up AdRoll
Setting up Twitter Ads
Setting up Bing Ads
Setting up LinkedIn Ads
Setting up Google Ads
Setting up G2
Setting up Capterra
Import fixed cost data using Google Sheet
Importing data not in your CRM (using Google Sheets)
Import cost data using Google Sheet
Setting up Outreach
Setting up Zapier integration & Zaps for Lead Ads
Setting up Google Search
Setting up Intercom
Connect to AWS Redshift using AWS Glue
Connect your Dreamdata data to Snowflake
Connect your Dreamdata data to Amazon Redshift
Guides for Looker Studio Reporting
Getting Started with Looker Studio Templates
Google Connected Sheets
Setting up Data Export to BigQuery of CRM Properties
Company Data Enrichment
Reduce impact from ad-blockers and Apple ITP 2.x
Pardot iframe form tracking
Tracking using Sleeknote or Drift
How to track your emails?
How does Dreamdata track all relevant on-site customer data?
Tracking Hubspot Forms with auto-identify script
Server Side Analytics APIs
URL query parameters
Tracking iframes with auto-identify script
Tracking SPAs (Single Page Applications)
Across domain & device tracking
Advanced Identification of users and companies
Setup Guide: All Salesforce Opportunities entering specific Stage
Setup Guide: Creation of Opportunities/Deals
Setup Guide: Tracked sign-up events
Setup Guide: All Hubspot Deals entering specific Stage
Stage Models - Customization
Branded Search filter
CRM-Based Channel and Source in the Absence of Tracking Activity
Some of my deals are flagged with "Unknown". What does it mean?
Can I exclude content or websites from being tracked?
How are activity mapped to companies?
What does Visitors, Contacts and Companies mean?
What is a session?
Roles and Permissions
What is the reporting Time Zone?
Why are my dashboards empty?
Referral Guide and UTM tracking
Intro Template for your new clients
Ideal Customer Profile
Co-marketing and account mapping
Quick learning videos!
Find the content that generates most pipeline
How to set up content categories on Dreamdata
Do you know how your company is generating money?
How to see the value of B2B Google Ads in pipeline and revenue generated
How Content Analytics tracks the influence of content of pipeline and revenue
How to easily build a retargeting audience with Dreamdata
Are you using G2?
Performance vs. Revenue Analytics reports- when to apply them best!
What attribution really is and why you should care!
Helping BDRs break through to the hottest accounts
Dreamdata Content Analytics: Discover the real value of your content
Do you know which of your Marketing activities had the biggest impact on pipeline and revenue?
Which of your emails produce pipeline and revenue?
See the value of SEO in pipeline and revenue generated
How to cut the cost of your Google Search Ads
Updated by Mikkel Settnes
What KPI tracks the effect of your content on pipeline stage?
The overall goal of any go-to-market content strategy is to assist the generation of pipeline. Answering the basic question: are the readers of my content turning into leads, prospects and new business?
An essential KPI to measure is therefore the amount of pipeline (e.g. Marketing Qualified Leads, Sales Qualified Leads etc.) that are influenced by the content. In other words, for each content piece or category, we want to measure the number of Influenced Leads
Obviously, different content pieces have different amounts of traffic, so to compare the performance across pages, we therefore consider the rate at which sessions turn into an influenced lead i.e. Influenced Leads per Session:
This is similar to the maybe more familiar metrics of conversions and conversion rate (= conversion per session). However, moving from only considering conversions to considering the pipeline influenced, gives a much more detailed picture of how the content is performing.
The conversion metric suffers two main drawbacks:
- Conversions only represent a single point i.e. we lose information on how the rest of the pipeline is influenced.
- We end up measuring the point of conversion and not the path leading up to it.
In this way, Influenced Leads and Influenced Leads per Session are used in the same way as conversions and conversion rate, but provide a much more true and fair view on the actual performance of a content piece.
A detailed description of the difference between conversion rates and influenced pipeline can be found here .
Identifying what content that influences your pipeline - why should you care?
Identifying what content influences your pipeline is an essential part in understanding your audience and improving your content marketing strategy:
- Allowing you to know what is working and what is not.
Iterate and double down on the content that influences your business goals, while improving things that does not contribute.
- Generating an actual snapshot of the topics that have more demand among readers that turn into leads, allowing you to understand and predict which topics are trending and which are not.
- Making predicting your audience’s behaviour easier and helps you craft more interesting and predictable content marketing and user acquisition strategies.