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State and statistic fields

Statistic fields​

Statistic fields let you attach numeric values to your events. The most common statistic field is revenue, since it effectively measures the performance of your campaigns by computing the ROAS (Return On Advertising Spend) of each campaign, ad group or ad.

Other examples of useful statistics:

  • Gross margin
  • Number of products (to compute the average cart value)
  • Quotation value (to spot the levers bringing the highest quotation values)

Just like user fields, they are first declared at the project level, then used within event types. They can, however, only be of 2 types: number or currency.

Attributing statistics​

When a statistic is collected on an event, its value is attributed following the same attribution coefficients computed by the attribution model.

For an Order event that generated €1,000 of revenue after 2 interactions (Google Ads, then Meta Ads), this attribution mechanism gives:

  • With the linear model
    • 0.5 order and €500 of revenue to each channel
  • With the first click model
    • 1 order and €1,000 of revenue to Google Ads
    • 0 order and €0 to Meta Ads
  • With the last click model
    • 0 order and €0 of revenue to Google Ads
    • 1 order and €1,000 to Meta Ads
  • Or any other attribution logic if you defined a custom attribution model.
note

Since statistics can be of type currency, a statistic sent in a currency other than your project's is automatically converted using the exchange rate in effect on the statistic's date.

This keeps that data consistent and comparable; to learn more, see the Currency handling page.

Statistic dates​

By default, statistics are dated with the date of the event they are attached to. They can, however, use a later date.

To illustrate that mechanism, take the case of quotations, where we recommend using:

  • the quotation's creation date as the date of the Quotation event
  • the quotation's creation date as the date of the Quotation value statistic
  • the quotation's signature date as the date of the Revenue statistic

Keeping those two dates apart makes it possible to use all of the user's interactions that happened between the creation of the quotation and its signature to attribute the revenue. That way, if marketing actions contributed to the signature, they get a share of the revenue and can be credited accordingly.

Use in reports​

You will find statistics in Webmarketer reports, in particular in:

  • The performance explorer Where they are broken down across the marketing levers involved, letting you spot the best performing ones.
  • The user explorer Where you can display them or filter your users by aggregated statistic (e.g. total revenue, average number of products, and so on)
  • In your users' customer journey Where you will find the statistics of each event on a user's page.
  • In dashboards Where you can display them as charts or numeric widgets
  • In computed data Where you can use them in computed data formulas to build custom indicators.

State fields​

State fields let you track how an event evolves.

They are generally used to represent sales stages, such as

  • Prospect
  • Contacted
  • Meeting
  • Signed
  • Lost
info

Reporting intermediate states can help you react faster when managing your marketing campaigns. Indeed, if your signature cycles take several weeks, steering on signatures or revenue means waiting for the end of the sales process to know whether a campaign generated engagement.

Using intermediate signals, such as reaching the Meeting state, tells you whether a campaign generated engagement without having to wait for a signature cycle that is sometimes far too long.

Unlike a CRM, Webmarketer does not try to know the current state of an event (quotation, deal, opportunity), but rather on which date a state was reached, so it can attribute that state to the marketing levers responsible for it.

So in Webmarketer, states do not disappear — they accumulate. When you report a new state, all previous states are kept and the new state is added on the given date.

As with statistics, states carry a date of their own. This makes it possible to credit any marketing actions that happened between the creation of the event and the moment the state was reached.

Attributing states​

States are attributed in the same way as statistics, following the coefficients computed during attribution.

States are treated as numbers, either 0 or 1 (depending on whether the state was reached). So a Signed state belonging to a user with 2 interactions (Google Ads, then Meta Ads) is attributed as:

  • With the linear model
    • 0.5 Signed state to each channel
  • With the first click model
    • 1 Signed state to Google Ads
    • 0 Signed state to Meta Ads
  • With the last click model
    • 0 Signed state to Google Ads
    • 1 Signed state to Meta Ads