KPI Definitions: What Every Number Means
Every KPI on the Revenue Proven dashboard maps to a precise calculation. This glossary documents what each metric includes and what it excludes, so you can explain the numbers confidently in any review.
This glossary covers every headline metric on the dashboard. Each entry defines the metric, identifies the data source, and notes any scope or window it applies to so you can answer "where did this number come from?" without guessing.
Influenced Companies
Count of CRM-matched companies that engaged with at least one of your LinkedIn ads inside the active lookback window. This drives the size of the Company Insights roster. A company must have a matching CRM record to count here.
Influenced Pipeline
Sum of open deal amounts across all influenced companies, scoped to the active lookback window. Open means the deal is still in progress and has not yet been marked as won or lost. Deals on pipelines you have excluded in your settings are not counted.
Influenced Revenue
Sum of won deal amounts across all influenced companies, scoped to the active lookback window. Revenue Proven determines which stage counts as a win based on the won-stage mapping you configure on the Connections page under your CRM connection settings.
Cost per Influenced Deal
Total LinkedIn ad spend in the lookback window divided by the count of influenced deals. Spend figures come from LinkedIn reporting for your connected ad account.
Return on Ad Spend (ROAS)
Influenced revenue divided by total LinkedIn ad spend in the lookback window. This figure covers your LinkedIn campaigns only, not all marketing channels. When sharing it with stakeholders, present it as LinkedIn-influenced ROAS rather than total marketing ROAS. It represents a defensible lower bound on the value your LinkedIn campaigns are generating.
Engagement Rate
Engagement rate is total engagements divided by total impressions, a computed ratio. Engagements include clicks, video views, document shares, and social actions.
Related Reading
See "Filters and Saved Views" for how lookback windows affect these numbers and "Account-Level Views and Drill-Down" for per-company breakdowns.