Measure what happened after activation

Close the loop

Define success once and CAB automatically measures each listening activation at your chosen checkpoints. Results appear both in the organization-wide CAB Outcomes tab and alongside the audience run that produced them.

Nightly measurement · Campaign + other destinations · Setup required

Create an outcome

1. Open CAB Outcomes. For a quick start, choose Responded to campaign and Create outcome. Or select New outcome; templates include Opportunity won within 60 days, Became a donor, and Custom outcome.
2. On Basics, enter Name, choose Outcome type—Status-based or Conversion event—and select the Cohort entity.
3. For a conversion event, continue to Define what counts as a conversion. Choose A related record appears or The … itself qualifies, then build the rule.
4. On measurement, set the Conversion window (days), Checkpoint schedule (days), and Listening scope. Use Listen on all compatible campaign actions (org default) when appropriate.
5. Select Save outcome.

Choose outcomes during activation setup

Scheduled action setup now includes Tracked outcomes with Outcomes to measure and the placeholder Search outcomes. Outcomes configured as organization defaults appear as Always tracked: …. Pardot sync settings expose the row action Tracked outcomes and modal Track outcomes for this sync.

Read the results

In CAB Outcomes, select a definition to see Audiences ranked by observed conversion rate and Conversion by checkpoint. In an audience, use the action-bar button Outcomes, or open a run’s Outcome measurement. The audience modal includes Open in the Outcomes tab.

Inspect active cohorts and converters

While a cohort is still measuring, its Active cohorts section is available from three places:

• Select the outcome in CAB Outcomes.
• Open an audience’s Outcomes view and select the outcome.
• Open the activation in Run History and find Outcome measurement.

Holdout members do not appear in Active cohorts. Inspect them separately with View / export control group.

Each row identifies the activation, audience, and destination, then shows its checkpoint state and, when available, its member and converter counts. Select View cohort to inspect the roster.

The viewer opens at the latest completed Checkpoint. Choose an earlier checkpoint when available. Use All, or Converted when that option is enabled. Use Select Fields to Display to add member fields. The table includes Member, Conversion status, First observed, Evidence, and Evidence date. For a converted member, Evidence links to one qualifying Salesforce record when it is accessible.

The roster follows checkpoint readings

Converter status reflects the selected checkpoint, not live Salesforce data. New conversions appear after a later checkpoint is measured.

Before the first measurement, the cohort remains available with Awaiting first checkpoint; counts are withheld and Converted is disabled. The roster is removed after the final checkpoint closes the cohort. If that happens while the viewer is open, CAB shows This cohort is no longer available.

The viewer follows your Salesforce access. If a captured member or evidence record was deleted or is no longer accessible, CAB shows Member record unavailable or Evidence record unavailable instead of exposing the record.

How the clock works

• Day zero starts when that cohort is activated—not when the outcome or schedule was created.
• The conversion window decides which dated conversions count.
• Checkpoints decide when CAB looks and stores a reading.
• You can choose up to six checkpoint days, all within 730 days. The last checkpoint must cover the conversion window.
• Creating an outcome later does not backfill earlier activations.
• Editing a rule creates a new version; existing cohorts finish under the version they started with.

Interpret checkpoint curves

Each activation’s checkpoint is a frozen reading: it stores what CAB could see on that day and is not rewritten later. A conversion dated inside the window but entered after an earlier checkpoint can first appear in a later reading. This is why a later checkpoint can grow even though the earlier stored reading stays unchanged.

Organization and audience performance curves pool eligible activations at each checkpoint. Hover a point to see a value in the form …% (n=…, pooled from … activation(s)). A later point can change as additional activations become old enough to contribute, and it normally uses fewer, older cohorts than an early point. Compare the point’s sample size and activation count instead of treating every point as the same population.

Window and checkpoints answer different questions

Conversion window (days) decides whether an event date is eligible. Checkpoint schedule (days) decides when CAB takes readings. A final checkpoint that reaches the end of the window gives late-recorded eligible events a chance to appear.

Coverage is explicit.

Campaign actions can measure campaign response and conversions. Marketing Cloud, Pardot, and custom final actions can measure Salesforce conversion outcomes, but not campaign response. Pending, partial, approximate, and unmeasured results are labeled instead of shown as zero.

Interpretation:

Ordinary outcome rates are observed correlations. They show what happened after activation, not what the activation caused. Use a control group when you need causal lift.

For admins

Complete both setup items:

CAB Settings → Overview & setup

Run Schedule the outcome measurement job with Enqueue Job. It measures due checkpoints nightly at 3:00.

CAB Settings → Changes & approvals

Enable Track membership changes between runs.

Assign Campaign Audience Builder User to people who inspect measured results and active cohort rosters. The viewer is read-only and continues to honor their Salesforce record and field access.

Assign Campaign Audience Builder Outcome Management to definition managers. It contains Manage Outcomes.