HockeyStack
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  • Getting Started
    • 👋Welcome to the Docs!
    • Product Onboarding
    • HockeyStack Implementation Scope: Reporting Product
      • HockeyStack Implementation Scope: Data Warehouse Connection
  • Release Notes
    • May 16, 2025
    • May 5, 2025
    • April 21, 2025
    • April 14, 2025
    • April 7, 2025
    • March 31, 2025
    • March 24, 2025
    • March 14, 2025
    • March 6, 2025
    • February 28, 2025
    • February 17, 2025
  • Guides
    • ❓FAQ
      • Merging in HockeyStack
      • Why has my data changed?
      • Viewing form submissions by page
      • A touchpoint's influence on conversion rates
      • Average number of touchpoints
      • Self-reported attribution
      • Trend of Engagement Score
      • How do I see which individuals / companies are included in a metric?
      • What touchpoints get credit in attribution?
      • What object/integration is this field pulling from?
      • What is "Source"?
      • What is "UTM Source"?
      • What is "UTM Medium"?
      • What is an Action?
      • How can I add Salesforce Task object into Defined Properties?
      • How can I track offline events in HubSpot?
      • How can I use LinkedIn Impressions and Engagements in my reports?
      • Measuring sales and marketing penetration in an account list
      • Measuring number of engaged contacts per company
      • Offline conversions for ad platforms
      • Tracking progression on targets
      • Building a Campaign / Asset Grouping property
      • Percentage of high quality job titles by Channel
      • Measuring conversion rates
      • Building a goal that shows open opportunities
      • Number report: Funnel stages influenced by different types of marketing touchpoints
      • Best Practices for Lifecycle Tracking in Salesforce / HubSpot
      • Adding HubSpot form fills to defined properties
      • Does HockeyStack website pixel track US States?
      • Measuring Time Between Two Goals in HockeyStack
      • What is the HubSpot "email bounces" action?
      • Hiding Fields from your CRM in HockeyStack
      • How long does it take for a relation mapping to be ready to use?
      • Can I integrate multiple LinkedIn ads accounts?
      • Can I use Zapier for integrations with HockeyStack?
      • I created a new field in Salesforce (SFDC), but I don’t see it in HockeyStack. What should I do?
      • Using two similar fields in one breakdown
      • Why can't I map back to property?
      • GA4 vs. HockeyStack Website Data Tracking
      • How does HockeyStack deduplicate accounts?
      • How do Table Totals Work: Campaign vs Campaign Group?
      • Can I create one field that calculates the total ad spend + SFDC campaign spend?
      • HubSpot: Can I filter a goal on X object by Y object fields?
      • LinkedIn Impressions: Different Ways of Measuring
      • How to define Engaged Accounts and Engaged People?
      • Building a Campaign Grouping property
    • 🖥️Dashboard Building Guides
      • Business Overview Dashboard
      • CMO Dashboard
      • Website Analytics Dashboard
      • Paid Ads Dashboard
      • Google Ads Dashboard
      • LinkedIn Ads Dashboard
      • In-Person Events
      • ABM Live-Demo
      • Content/Organic Dashboard
      • Dashboards from Labs Reports
        • LinkedIn Ads Benchmarks
        • Google Ads Benchmarks
        • Q1 2024 Recap
        • G2 Impact 2024 Report
        • Website Benchmarks
  • Documentation
    • What Will My Data Look Like?
    • 🎯Goals
      • Funnel Stages Goals
      • Form Fill Goals
      • Page View Goals
      • Click Goals
      • Finding Out a Button's CSS Selector
      • Goals on the Task Object
      • Building an All Touchpoints (Channel) Goal
    • 🔦Touchpoint Hierarchy
    • Defined Properties
    • Track Date Properties
    • 📊Reports
      • Building a Basic Report
      • Journeys Use Cases
      • Sequences
      • Lift Reports
      • Lift Analysis vs. Multi-Touch Attribution
      • Types of report filters and when to use them
      • Attribution Models
      • Attribution Lookback
      • Defining Custom Attribution Weights
      • Importing a Google Sheet to use as a Goal Column
      • Advanced Attribution Models
    • 🖥️Dashboards
    • Dashboard Filters
      • When to use AND vs. OR logic?
      • Using Regex
    • 🌠Journeys
      • Syncing journeys to CRM and Slack
    • 🥇Golden Paths
    • Funnels
    • Attribution Funnel
    • 👥Segments
    • ⚙️Settings
      • Account Reset Guide
      • Auto-tagging of URLs
      • Data Categorization in HockeyStack
      • Team Sharing
      • Tracking Multiple Domains
      • Excluding Users
      • Reporting Configuration
      • Multi-Factor Authentication
    • Advanced Data Connections
      • Account List Import
      • Property Relation Mappings
      • Sync Spend
      • Syncing spend from offline channels and campaigns
    • 🔃Audience Syncs
    • Send View updates to Webhooks
    • Odin AI
      • Odin capabilities
      • HockeyStack AI: Security, Privacy, and Responsible Use
  • DataSyncs
    • Connecting your Warehouse
      • Authenticate Snowflake
      • Authenticate Google Sheets
      • Authenticate BigQuery
      • Authenticate S3
        • Use an S3 User
        • Use an IAM Role
    • Configure a DataSync Import
    • Configure a DataSync Export
      • Data Export Schema
        • Raw Actions Export Schema
  • Integrations
    • Website Tracker
      • Google Tag Manager
      • WordPress
      • React
      • Troubleshooting
      • Reverting to Cookie-Based Tracking
      • Identifying Users
      • Tracking Custom Goals
    • Ad Platforms
      • LinkedIn Ads
      • Bing Ads
      • Capterra Ads
      • Google Ads
      • Facebook Ads
      • Tiktok Ads
      • Twitter Ads
      • StackAdapt Ads
      • Reddit Ads
      • AdRoll Ads
    • Data Warehouses
      • Snowflake
      • Amazon Redshift
      • Google Bigquery
      • Amazon S3
      • Azure Databricks
    • CRMs
      • Salesforce
        • Properties Pulled from Salesforce
        • Salesforce Pulled Objects List
        • Sending Data to Salesforce
        • Salesforce Currency
      • HubSpot
        • HubSpot Pulled Objects List
    • SSO
      • Azure AD
      • Google Workspace
      • Okta
    • ABM
      • Qualified
      • 6sense
      • Demandbase
      • Clearbit
      • Rollworks
      • G2 Intent
      • Stackadapt
    • Marketing Automation
      • Marketo
        • How to Find Your Marketo Account Details
        • Marketo Pulled Objects List
      • Pardot
      • HubSpot
        • HubSpot Pulled Objects List
    • Other Integrations
      • Calendly
      • Drift
      • Okta
      • Segment
      • Customer.io
  • Setting up your Data for import
    • Import Custom Actions
    • Import Website Actions
    • Import Properties
    • Import Metadata
  • Technical Details
    • ↖️Website Tracking
      • How Website Tracking Works
      • Cookieless Tracking
      • Bot Traffic
      • Privacy Policy
      • GDPR Compliance
    • ⚙️Data Processing from Integrations
    • 🧮Data Cleaning
  • Account Intelligence
    • ☕Getting Started
      • HockeyStack Implementation Scope: Account Intelligence Product
      • Salesforce
        • Salesforce Permissions
        • Salesforce iFrame Installation
        • Salesforce Sync Fields
      • Enable Sales Reps in HubSpot/Salesforce
    • 🏗️Workflows
      • Creating a Workflow
      • List of Workflows
      • Starter Workflow
      • Recurring Workflow Runs
      • Nodes
        • Transformations
          • Condition
          • AI for Accounts
          • Contact Discovery
          • Contact Enrichment
          • Branching
        • Destinations
          • Salesforce
          • HubSpot
          • Outreach
          • StackAdapt
          • Salesloft
          • LinkedIn
          • Pardot
    • 👀Views
      • Create a New View
    • 🔢Scoring
      • Data
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On this page
  • What’s an Action Based Model?
  • The Foundation: Actions and Touchpoints
  • Measuring Business Impact: Goals & Funnel Stages
  • Analyzing your Data with Breakdowns
  • Reporting with HockeyStack
  1. Documentation

What Will My Data Look Like?

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Last updated 7 days ago

One of the most common questions we get during onboarding is:

“What will my messy CRM data actually look like inside HockeyStack?”

It’s a fair concern. You might have:

  • Dozens of custom fields

  • Inconsistent naming conventions

  • Partial or fragmented data across tools

  • Account/Lead Duplication issues

This documentation walks you through how HockeyStack ingests, organizes, and transforms all your sales and marketing touchpoints—from your CRM, ads, website, and more— into an action-based model, ready for granular analysis.

What’s an Action Based Model?

Traditional systems like Salesforce and Hubspot organize data around "objects" (like a "Lead" object or a "Deal" object).

This model was put in place at a time when the customer journey was less complex, and companies had less types of interactions with customers.

Today’s prospective customers, however, engage with companies across thousands of digital touchpoints.

Each interaction leaves behind a data trail, but trying to capture all of it in an object-based model quickly breaks down. Every touchpoint becomes its own object or an unwieldy combination of fields, making the object-based model bloated, rigid, and ultimately unmanageable.

To make sense of this, HockeyStack records every interaction as timestamped actions instead of objects.

This makes it very flexible to capture all sorts of customer touchpoints, and allows you to analyze every part of your funnel throughout the customer journey.

The Foundation: Actions and Touchpoints

To recap, at the core of HockeyStack is a model built around Actions and Touchpoints.

What Are Touchpoints?

Touchpoints are every interaction a user or company has with your brand across any channel. These could be:

  • A website visit

  • Clicking an ad

  • Filling out a form

  • Attending a webinar

  • Offline event

How Touchpoints Are Captured

Actions come with Properties that describe the interaction—like:

  • Channel

  • Campaign

  • Asset Type

  • Page URL

  • UTM parameters

These properties are key for analyzing performance and building attribution logic across your funnel.

HockeyStack allows you to define what constitutes a meaningful touchpoint and channel for your company. Watch the video at the end of this blog post to see how you can configure these definitions with properties and goals.

Measuring Business Impact: Goals & Funnel Stages

Once you’ve captured actions, it’s time to define outcomes with Goals.

What are Goals?

Goals define the outcomes you care about.

They could be:

  • A form fill

  • A lead becoming MQL

  • A deal reaching Closed Won

You set up a goal by defining the conditions that mark that outcome as “complete.” HockeyStack then keeps track of how many times it’s been achieved, and by whom. This helps you measure progress, analyze your funnel stages, and ultimately understand if you’re meeting your key performance indicators (KPIs).

Funnel Stages = Goals with Business Context

Funnel Stages are sequential goals that mark progress through your pipeline. For example, common funnel stages we see are:

  • MQL: form submission or lead scoring criteria met

  • SQL: sales acceptance or opportunity creation

  • Pipeline: deal created (with an associated value)

  • Closed Won / Lost: deal outcome

Each stage should be distinct from one another to ensure accurate reporting.

Analyzing your Data with Breakdowns

If Goals are what you measure, Breakdowns are how you understand where those goals came from or what contributed to them. For example, you can look at your data segmented by Deal Type, Region, or Product. When you apply a breakdown, you're segmenting your goals (like MQLs, page views, or revenue) by a given property.

For example:

  • Breaking down Page views by Page URL

  • Breaking down MQLs by Channel

Reporting with HockeyStack

Your data doesn’t just sit in HockeyStack to be presented back to you. It becomes live, logic-powered data. To build powerful reports: Use Breakdowns (properties) to segment data about Touchpoints (actions) and measure their impact on Funnel Stages (goals).

  • Actions capture every touchpoint

  • Goals define the outcomes you care about

  • Breakdowns let you analyze performance across any dimension

We ingest all your sales and marketing data (from your CRM, ads, website, events, and more) and merge it into a clean, timestamped model. That lets you connect the dots from a LinkedIn ad to a website visit to a deal in HubSpot, all in one place.

HockeyStack’s model gives you:

  • Flexibility: Analyze any customer journey, regardless of tool or format

  • Structure: Organize fragmented data into unified views

  • Clarity: Measure what truly drives pipeline and revenue

You're not just cleaning up and displaying the same messy CRM data. You’re understanding what works, what doesn’t, and where to double down.

Learn what your data will look like in HockeyStack here: