Reports Definitions

Social Post Impression: When someone views a post, this is considered an impression. This is the lowest level of engagement with a social media post. As most social media platforms do not give the contact details of an impression, a social media post Impression data is presented as an aggregate.


Social Post Engagement: When a person sees a social media post, and decides the post is somewhat important, the person can take some action on the post. This action is measured as an Engagement. Types of Engagements are link clicks, retweets, comments, likes, etc. This is a stronger engagement than a simple impression and often the social media platforms will give the contact details related to a social engagement.


Anonymous Visitor: Every person who interacts with an ActiveDEMAND tracked website and does not have any identifiable contact information.


Contact: A person who is represented by a record in within ActiveDEMAND.


Signal: A Contact activity that is captured and tracked by ActiveDEMAND. For example, web page visit, email open, form submit, etc.


Lead Score: A numerical value assigned to a Contact that indicates the degree of sales readiness. Every Signal can impact the Lead Score, both positively and negatively. Not all Contacts can accumulate Lead Scores. For example employees cannot accumulate lead scores.


Lead Score Multiplier: The numerical modifier of the impact a Signal has on Lead Score. Context can have an impact on the importance of a specific activity. For example, if an admin person attends a webinar, the webinar attendance Signal may 

be scored lower than if an executive attends the webinar.


Conversion: An important Signal. A Marketer will apply pressure to a set of Contacts with the intent of getting the Contact to do some specific action and hence generate one or more measurable Signals. These Signals are viewed as Conversions. Any Contact can generate multiple Conversions. The base conversions are form submits, asset downloads, phone calls, and chats. Goal completions can be configured to be viewed as a conversion.


Visible Contact: A contact that has at least one web session on their timeline (i.e. has their anonymity removed)


Lead: Any Contact that has had at least one Conversion.


Lead Quality: This is the ratio of lead notifications to rejected leads.


New Lead: A Contact becomes a New Lead after its first Conversion. A New Lead has never been a Lead before. Typically the anonymity is removed during this step.


Sales Ready Lead:  A Contact that has generated some type of signal that triggers a notification to an employee of the account via a Sales Notification Action in a Lead workflow. This typically requires the Contact to have a Lead Score above a certain value or to meet some specific profile requirements (title, geographic region, etc.). 


Lead Notification: This is an email that has been sent to the sales team via the ‘Email to Sales’ Lead Notification Workflow or has been posted to a CRM via a 'Post To CRM' action.


Claimed Lead: A sales person can take ownership/responsibility for a Lead. This is called “Claiming a Lead”. A Lead can be claimed by only one sales person. This person is known as the Contact Manager.


Contact Manager: The person who is currently set as the 'owner' of a contact. This can be achieved by 'claiming' a lead, or by setting the contact manager during import, or by changing the contact manager on the contact edit page.


Rejected Lead: The Lead that has been deemed “not ready for sales” by a single sales person. Multiple sales people can reject a Lead. Rejecting a Lead does not impact the ability to Claim a Lead. Rejecting a Lead may reduce the Contact’s Lead Score.


Released Lead: The Claim a Sales person has on a Lead can be relinquished. The Released Lead is now available for Claiming by any Sales person. Releasing a Lead may reduce the Lead Score.


Unclaimed Lead: A Lead that currently has no contact manager.


Contact è Visible Contact (Anonymity Removed) è Conversion è Lead è Conversions è Sales Ready Lead è Customer