Campaign Analytics

Campaign Analytics shows performance data at the campaign level, helping you understand which campaigns drive the most pipeline and revenue.

Fibbler Campaign Analytics showing influence scores, deal health, and campaign performance metrics

For each campaign you can see:

  • Campaign Summary: Campaign objective, format, frequency, and ad spend
  • Deal Influence: Number of influenced deals, influenced pipeline, and influenced revenue
  • Paid Metrics: Impressions, engagements, and clicks at the company level
  • Company Influence: How many CRM companies were reached and engaged
Deals can appear in multiple campaigns. Use Campaign Analytics to spot trends, not to sum totals across campaigns.

Influence Score

A single influenced deal can be touched by many different campaigns, so knowing which campaign had the biggest impact is not straightforward. To solve this, Fibbler calculates an Influence Score for each campaign.

The Influence Score estimates how strongly a campaign is linked to deals in your CRM. It is based on deal engagement: the more people at a company tied to a deal are engaging with a specific campaign, the more influence that campaign gets. Use this to prioritize your top-performing campaigns when multiple campaigns are reaching the same companies.

You can sort campaigns by Influence Score to quickly see which ones are driving the most results.

Influence levels

Campaigns are grouped into three influence levels based on their Influence Score:

  • High (50+): Carries a high share of influence. Many deals are associated with this campaign, showing strong engagement or activity close to deal creation
  • Supporting (10–49): Appears influential but is still building. It has fewer deals connected to it, which could indicate early engagement alongside active opportunities
  • Early-stage (<10): Mostly feeds future pipeline. It is reaching buyers early, but these deals have not closed yet. Low influence here does not mean the campaign is not working

Use these levels to filter campaigns and focus on the ones that matter most.

Deal Health

Each campaign shows a Deal Health indicator that gives you a quick visual overview of how the influenced deals are progressing. The colored dots represent the stage of each deal, so you can see at a glance whether deals are healthy and moving forward, or if they need attention.

Drill down into deals

You can expand any campaign to see the individual deals it influenced. For each deal you can see the deal name, the associated company, the deal amount, the current phase, and when the deal was created.

Deal Influence

Since a single deal can be touched by multiple campaigns, each deal in the drill-down view includes a Deal Influence score. This score shows how much of the deal's influence is attributed to that specific campaign compared to other campaigns that also reached the same company.

The score takes into account multiple factors, including the level of engagement from the company and how recent the activity was relative to the deal creation date. More recent and stronger engagement results in a higher Deal Influence score.

For example, if a deal shows a Deal Influence of 67, it means that campaign accounted for roughly 67% of the total influence on that deal across all campaigns. This helps you understand not just which campaigns touched a deal, but how much each one actually contributed.

Format-level influence

At the top of Campaign Analytics, you can see a breakdown of influence by ad format (e.g., Image Ad vs. Text Ad). A higher percentage means that format played a bigger role in reaching companies before they became deals. Since companies typically see multiple formats, the percentages show relative contribution, not exclusive attribution.

Use this to make informed decisions about where to allocate budget, which formats to invest in, and which campaigns to scale or cut.