Salesforce: Sales Engagement email

A few out-of-the-box custom report types are created when you enable Sales Engagement (pka High Velocity Sales) in your Salesforce org.

Cadences & Steps

Cadences & Steps with Monthly Metrics

Cadences & Trackers

Each report type produces different results; for example, Cadences & Steps uses Cadences as the primary object, with or without related records from Cadence Steps. This report will produce the effectiveness of cadences and cadence steps, all the metrics about the Cadence and its Steps—one cadence usually has many steps. The Step Cadence object gives all information related to the step; for the email step cadence, it will contain: 

• All Email Sent Count
• All Email Delivered Count
• All Email Bounced Count
• All Email Opened Count 
• All Email Link Clicked Count

and many more. Check this article: Asset Engagement Reports for Sales Engagement. To see all out-of -the-box Sales Engagement reports, look for the report folder 'Sample Sales Reports' or 'High Velocity Sales Dashboard Reports'.

Sample report: As you can see from the screenshot, the Step Name is auto-generated and doesn't really tell anything, but the Step Title and Type from Cadence Step are useful.

If we group the report by Type, here are a few values available:

• Root
• Make A Call
• Send An Email
• AutoSendAnEmail
• Create Task
• LinkedInMail
• LinkedInConnection

For email, there are Type = Send An Email and Auto Send An Email. As per the name, AutoSendAnEmail will let the system automatically send the email, while Send An Email is for the user to review and send the personalized email. Both are still available in the Cadence Builder Classic and Cadence Builder 2.0.

Dive deeper if you need to understand how the data/metric is stored; they are stored in 2 different objects: ListEmail or ActionCdncStpMonthlyMetric. Check the Type field on the ActionCadenceStep object:

• Step Type = AutoSendAnEmail >> ListEmail 
• Step Type = SendAnEmail >> ActionCdncStpMonthlyMetric 

ListEmail (0XB)

Sample SOQL: 

SELECT Id, Name, CreatedDate, TotalSent, TotalDelivered, ActionCadenceStepId, ActionCadenceStep.ActionCadenceId, ActionCadenceStep.Type, ActionCadenceStep.TypeDetail, ActionCadenceStep.MessageType FROM ListEmail WHERE CreatedDate = last_month AND ActionCadenceStepId <> '' ORDER BY CreatedDate 

Items to note from the above query:

• ActionCadenceStepId filter with NOT BLANK; this is to get only list emails sent from Sales Cadence, and not from MCAE or Contact list view, Lead list view, or Campaign Members list view.
• Even if ActionCadenceStepId is not blank, ActionCadenceStep.ActionCadenceId can be blank. To overcome this, you can look into the ActionCadenceStepTracker object.
• For the same list email Name, the ActionCadenceStepId can be duplicated with different create dates.
• Total email metrics can be grouped by ActionCadenceStepId

ActionCadenceStep (8C8)

Sample SOQL:

SELECT Id, CreatedDate, StepName, StepTitle, Type, TypeDetail, ActionCadenceId, AllEmailsSentCount, AllEmailsDeliveredCount FROM ActionCadenceStep WHERE CreatedDate = last_month ORDER BY CreatedDate 

Check this and this article for reference.

Items to note from the above query:

• TypeDetail: If the step is a cadence step flow, this field contains the flow name. Otherwise, this field contains the same value as the Type field. 
• StepName will contain the step Name, such as 2a92c03f-c1f9-4b2c-9548-42c0c564ec34, bacb7132-e45f-42cf-94f8-85ccef2515a6; unless Type = Root, this name will be 'RootNode'.
• Step Title usually has values such as: Day 1: Email, Day 9: Make a Call, Day 6: Send Connection Request, but the cadence creator can type in anything as their preferred, but a good practice to enter a meaningful step name; this will help any user understand the step more easily.
• This object is a child of ActionCadence, so you will have multiple records with the same ActionCadenceId.
• The email metrics starting with AllEmails* are available for SendAnEmail and AutoSendAnEmail.

ActionCadence (77C)

Sample SOQL:

SELECT Id, CreatedDate, Name, Type, TotalSteps, TotalTargets, ActiveTargets, ActivatedDate, FolderName FROM ActionCadence WHERE CreatedDate = last_month ORDER BY CreatedDate 

Items to note from the above query:

• Type: this may contain Standard, Quick, or SDR -- using cadence builder will be Standard
• FolderName: where the cadence is stored
• ActiveTargets: the total number of active targets that are currently assigned to this cadence; you will see this number when you open the Cadence Targets in the user interface.
• TotalTargets: the total number of targets that have been assigned to this cadence.
• ActivatedDate is usually the same as CreatedDate, but with only date information

Check out this article for reference.

ActionCadenceStepTracker (8HF)

Represents a step in an active cadence for a specific cadence target. An ActionCadenceStepTracker record is created when a target moves to a new step in a cadence. Use ActionCadenceStepTracker to find information such as the step's current state, the reason it completed, and its type.

Sample SOQL:

SELECT Id, CreatedDate, ActionCadenceId, ActionCadenceName, ActionCadenceStepId, StepTitle, StepType, TargetId FROM ActionCadenceStepTracker WHERE ActionCadenceStepId = '8C8xxxx' ORDER BY CreatedDate 

Items to note from the above query:

• TargetId: this is a Lead or Contact ID
•  You can get the Cadence Name, Step Title, and Step Type without needing to get it from their object

One interesting thing about querying this object: you will get ActionCadenceId and ActionCadenceName, even though they are not/no longer visible when querying the ActionCadenceStep object.

Check out this article for reference.

ActionCdncStpMonthlyMetric (0gk)

Sample SOQL:

SELECT Id, CreatedDate, ActionCadenceStepId, ActionCadenceStep.ActionCadenceId,  AllEmailsSentCount, AllEmailsDeliveredCount, AllEmailsHardBouncedCount, AllEmailsSoftBouncedCount, AllEmailsOpenedCount, AllEmailsLinkClickedCount FROM ActionCdncStpMonthlyMetric WHERE CreatedDate = this_month

If the ActionCadenceStepId is recorded in this object, it will not be available in the ListEmail object. As mentioned earlier, record in this object only for SendAnEmail, not from AutoSendAnEmail.  

Unfortunately some of these objects, such as ActionCdncStpMonthlyMetric, are not available in the CRMA dataflow/recipe. But Salesforce provides 3 out-of-the-box CRMA dashboards; check this article.