Propensity provides a set of pre-built dashboards and reports to help you monitor campaign activity, website traffic, and engagement across channels. These insights help both marketing and sales teams understand performance at the account, contact, and asset levels.
You can view most reports directly in the Reporting tab, while high-level performance metrics are also summarized in the ABM Dashboard under the Overview tab.
In addition to pre-built dashboards, Propensity offers full CRM integration with Salesforce and HubSpot, allowing you to build unlimited custom reports and leverage attribution data inside your existing sales pipeline reporting.
Pre-Built Dashboards
ABM Dashboard
Located under the Overview tab, this dashboard provides a quick snapshot of your current ABM performance, including:
Recently visited website accounts
Accounts targeted in active campaigns
Opportunities and sales responses generated
Propensity Display Network ad clicks
ABM Performance
Provides a high-level overview of campaign activity and outcomes.
Performance Scorecard: View impressions and clicks per contact, contacts and accounts targeted, and overall channel performance. Includes the Message Market Fit Score, with automated recommendations to improve underperforming channels.
Campaign Snapshot: Tracks cold, warm, and hot leads generated, total impressions, clicks, click rate per contact, website visits, and data and Propensity Display Network ad costs. Includes budget-to-actual tracking and pacing insights.
Budget and Spending
Helps monitor spend effectiveness and pacing relative to budget.
Daily Spend: Tracks daily costs for each active campaign.
Campaign Pacing: Provides a visual overview of whether campaigns are on pace with their budgets, over- or under-spending.
Asset Performance
Shows performance data for content assets used in campaigns.
Asset Analytics: Tracks impressions, clicks, and CTRs at the asset level. Helps identify high- and low-performing creative across all campaigns.
Trend Analysis
Allows you to compare campaign performance over different time periods.
Asset Trends: View performance trends for campaign assets, including impressions, clicks, and CTRs between two selected dates.
Warmth Trends: Compare lead warmth over time, including the number of cold, warm, and hot leads at two points in time. Helps track progress and engagement lift across campaigns.
ABM Engagement
Provides granular engagement data for both accounts and contacts.
Account Engagement: Tracks impressions, clicks, LinkedIn impressions, and website visits for each target account. Filterable by campaign or account.
Contact Engagement: Displays engagement at the individual level, including clicks and visits. Supports contact-level scoring and filtering by timeframe (e.g., hot leads generated last week).
Website Performance
Provides web analytics insights tied to account-level activity.
Website Analytics: Identifies companies visiting your site, their frequency, and engagement level. Includes segmentation by industry, company size, revenue, and common intent signals to inform future targeting.
LinkedIn Reporting
Tracks LinkedIn advertising and post engagement activity.
LinkedIn Campaign Data: Connects campaign impressions and clicks to CRM records, even for campaigns launched outside of Propensity.
LinkedIn Health Check: Provides recommendations to improve campaign performance and alignment with ABM goals.
Facebook Reporting
Tracks Facebook campaign activity and connects results to your CRM.
Facebook Campaign Data: Tracks impressions and clicks for Facebook campaigns and syncs data to CRM records.
Estimated impressions and how CPM affects delivery
In Propensity, estimated impressions are based on your audience size and expected reach, not directly on the Cost Per Mille (CPM) value you select. The platform calculates estimates by considering the number of contacts in a campaign and the typical number of impressions each contact might receive over a period of time.
Key points to understand:
Estimated impressions are audience-driven, not budget-driven: changing your CPM may improve delivery quality or placement, but does not automatically update the estimated impression count.
Increasing CPM can positively impact actual delivery: if you increase CPM, your ads may receive better placement and, depending on campaign budget and inventory availability, actual impressions served can exceed initial estimates.
Actual impressions often differ from estimates: estimates provide a starting benchmark; actual delivery depends on factors such as inventory, auction dynamics, and targeting conditions.
This explanation helps clarify why CPM changes can affect real campaign performance without dynamically updating the estimated impressions shown in reporting dashboards.
Understanding differences between clicks, leads, and hot leads
Different reporting views in Propensity answer different questions. Because of this, it is expected that metrics such as clicks, leads, and hot leads may not always match across tabs.
Below is an overview of how each reporting view counts engagement and when to use each one.
Leads tab (Campaigns)
The Leads tab shows individual contacts that have engaged within the last 90 days.
Key things to know:
A single contact can generate multiple clicks.
Contacts may appear as hot leads based on engagement across multiple campaigns or cohorts within the last 90 days.
The Leads tab is contact-focused and is best used to understand who is engaging.
Because this view aggregates activity at the contact level, the number of hot leads will often be lower than the total number of clicks.
Channel Performance (Campaign-level analytics)
The Channel Performance view shows total engagement reported by the ad channel.
Key things to know:
This view includes all recorded clicks for a campaign or cohort.
Some clicks cannot be associated with a known contact or account.
These unidentified clicks are included in Analytics but do not appear as leads or hot leads.
This view is best used to understand overall channel performance and engagement volume.
Reporting tab
The Reporting tab shows clicks that Propensity was able to associate with known accounts or contacts.
Key things to know:
Only deanonymized clicks are included.
Results can be filtered by campaign, cohort, or account.
This view reflects engagement that can be tied back to identifiable accounts.
The Reporting tab is best used when analyzing engagement by account or when preparing account-level reports.
Why these numbers may not match
It is normal for these views to show different totals because:
Not every click can be matched to a known contact or account.
A single contact may generate multiple clicks but is counted once as a hot lead.
Some views aggregate activity across multiple cohorts or time windows.
Each reporting view is accurate within its own context and should be used based on the question you are trying to answer.
Which view should I use?
To understand overall click volume by campaign or cohort, use Channel Performance.
To understand engaged contacts, use the Leads tab.
To understand account-level engagement, use the Reporting tab.
CRM-Based Custom Dashboards
Propensity syncs directly with Salesforce and HubSpot, allowing you to report on ABM engagement and influence inside your existing CRM dashboards.
With Propensity’s install packages, your team will get pre-built dashboards and attribution reports automatically loaded into your CRM. From there, you can create unlimited additional reports based on your goals.
Pre-Built CRM Reports and Dashboards Include:
Campaign-level engagement and targeting history
Booked demos and sales touches influenced by ABM
Pipeline influence by campaign, channel, or audience
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Opportunity-level attribution, including:
Number of impressions per opportunity
Website visits tied to active deals
SDR activity tied to pipeline stages
These insights help bridge the gap between marketing and sales. Your team can see exactly how each ABM campaign contributes to pipeline creation and revenue generation.
API and Data Export
Propensity data can be accessed through the platform’s API. This allows integration with customer data platforms (CDPs), business intelligence (BI) tools, or external dashboards.
Available endpoints include:
Campaign activity
Daily spend
ABM ROI
Learn more: Propensity API Access
For additional details on lead scoring: Contact Warmth Documentation