Frequently Asked Questions

How do I see which individuals / companies are included in a metric?

Approach 1: Create a report with an identity and/or company name breakdown.

“Identity” is a property that refers to the entity who performed the action. In the case of a marketing qualified lead, identity might be an email. In the case of an opportunity, identity might be the domain of a company (because the opportunity will not be tied to a single individual, it will be tied to the whole company).

Individuals can also possibly be tied to a company. So using a “Company Name” breakdown with both a marketing qualified lead and an opportunity will yield the company’s name if available.

Read more below:

The HockeyStack data model

So, building the below report:

Might deliver a result like this:

Approach 2: Click into a number in an aggregated report

All numbers in table and number reports are clickable when added to a dashboard. For example, create the below report and add it to a dashboard:

When you hover over it while in the dashboard, you can click on the button titled “See Journeys” to see the individuals and their journeys.

You can hover over numbers in a table report to see a button with the same behavior.

Approach 3: Filter on the Journeys page

Navigate to Journeys, click on the configuration icon on the top right, and click “+ Add” next to User Filters.

You can use User Filters to filter for the metric you want with the time range you want, and it will show you the individuals attached to it.

You can click on the configuration icon once again, and click “Save As New View” to make this filter easily accessible on the sidebar as a saved view.

What is an attribution touchpoint?

An attribution report assigns credit for a KPI to certain engagements along the customer journey.

There are tens of thousands of actions recorded by HockeyStack for each company. Therefore we have to have a way of filtering to the exact engagements we want to receive credit. Attribution touchpoints are the engagements along the customer journey selected for credit distribution towards a KPI.

To give an example, see the below table for actions that a company has recorded. The red actions are ones that a HockeyStack user might want to filter out. The green actions are ones that a HockeyStack user might want to keep. The action at the end is our KPI.

Timestamp	Action Name
2024-04-06 09:21:30	Marketing Email Sent
2024-04-05 09:15:32	Website Session Started
2024-04-05 09:16:05	Scrolled down on webpage
2024-04-05 09:16:45	Website Session Ended
2024-04-05 10:00:30	Outbound Email Sent
2024-04-06 09:23:13	Marketing Email Clicked
2024-04-07 07:07:00	Tradeshow Invited
2024-04-07 10:27:50	Tradeshow Attended
2024-04-08 11:00:00	Deal Created (Pipeline) - $100k

Looking at the above journey, we need to distribute $100k in total credit into actions along the journey.

If we weren’t filtering out touchpoints, the credit distribution would be:

Action Name
Marketing Email Sent	$12.5k
Website Session Started	$12.5k
Scrolled down on webpage	$12.5k
Website Session Ended	$12.5k
Outbound Email Sent	$12.5k
Marketing Email Clicked	$12.5k
Tradeshow Invited	$12.5k
Tradeshow Attended	$12.5k
Deal Created (Pipeline) - $100k	→ This is our KPI

But it doesn’t make sense for a “scroll down” action to be attributed $12.5k, so we instead want the below distribution:

Action Name
Marketing Email Sent	0
Website Session Started	$33.3k
Scrolled down on webpage	0
Website Session Ended	0
Outbound Email Sent	0
Marketing Email Clicked	$33.3k
Tradeshow Invited	0
Tradeshow Attended	$33.3k
Deal Created (Pipeline) - $100k	→ This is our KPI

HockeyStack does this filtering using “breakdowns” in reports.

If the property that is selected as the breakdown is not empty and the action it is tied to has a timestamp that is before the timestamp of the KPI chosen for attribution, then that property is used as an attribution touchpoint.

If your breakdown does not have an associated timestamp, it won’t be usable in attribution. Examples include company properties & user properties. For example, many HockeyStack users try to use Lead Source in their breakdown using an attribution model. This doesn’t make sense because Lead Source is not attached to any timestamp, and does not exist on the customer journey — it’s just a property.

What object/integration is this field pulling from?

To find out what object or integration a field is pulling from, you can:

1. Create a new empty report

2. Add 3 breakdowns: Action Name, Integration, and the field you are analyzing (Both action name and integration are under Action Properties)

3. Click on the field you are analyzing in the breakdowns, click Filter, and filter to "is not empty”

4. Click on the field you are analyzing in the breakdowns, click Customize, and map all rows that are "not empty” to a text like "Is not empty”

5. Make sure your columns have Any Action - Times Done

6. Make sure your date range is "All Times”

7. Click “Preview”

The end result looks like below:

In this case it looks like the field is being pulled from Lead, Contact, and CampaignMember objects.

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