What this is
Propensity provides two ways to understand how campaigns influence opportunities in Salesforce:
- Propensity - ABM Influenced Opp (checkbox field on the Opportunity)
- ROI reporting (Propensity custom objects and reports)
These represent different levels of attribution and should be interpreted differently.
When to use this
Use this guidance when you want to:
- Understand differences in influenced opportunity counts
- Explain discrepancies between fields and reports
- Report ABM impact to stakeholders
How it works
Propensity - ABM Influenced Opp
This is a checkbox field on the Opportunity record in Salesforce.
It indicates that the account associated with the opportunity was included in Propensity campaigns.
This means:
- The account was part of your target audience
- Campaigns were actively targeting that account
This field provides a simple way to identify opportunities generated from accounts you are targeting.
However, it does not indicate specific engagement such as impressions, clicks, or website visits.
ROI Reporting (Propensity Custom Objects)
ROI reporting is powered by Propensity custom objects that summarize campaign-driven activity at the account level.
These records include:
- Ad impressions
- Clicks
- Website visits
- Sales touches
These metrics represent engagement that occurred before the opportunity was created, helping you understand what activity may have contributed to opportunity creation.
In addition, ROI reporting includes “acceleration” fields, which track engagement that occurs after the opportunity is created, helping measure continued influence during the sales process.
Key differences
| Feature | ABM Influenced Opp (High Level field) | ROI Reporting |
| Basis | Account was targeted in campaigns | Measurable engagement activity |
| Data | Campaign targeting | Impressions, clicks, visits, sales touches |
| Timing | During campaign targeting | Before and after opportunity creation |
| Use case | Identify opportunities from targeted accounts | Analyze measurable influence and performance |
How to interpret these together
These two signals are complementary and should be used together:
- The High Level field helps you identify which opportunities are associated with your target accounts
- The ROI reports help you understand what measurable activity occurred around those opportunities
In many cases, the High Level field will include more opportunities than ROI reports.
This is expected, as not all engagement can be directly measured or attributed.
Important notes
- Not all campaign interactions can be tracked due to platform limitations, privacy settings, or identification gaps
- An opportunity may be associated with campaign targeting even if measurable engagement is not available
- ROI reporting reflects only activity that can be directly measured (impressions, clicks, visits, and sales touches)
- Differences between these two views reflect different levels of attribution, not inconsistencies in the data