How Did Calendly Go from Months to Days for Campaign Measurement?
Connecting Salesforce opportunity data to attribution enabled immediate campaign measurement—proving that pipeline attribution solves the B2B measurement problem.
Quick Facts
Key Takeaways
Pipeline attribution enables campaign measurement in days instead of waiting months for revenue data
Reverse ETL pipelines can connect existing infrastructure to attribution tools without new data collection
Historical backfills let you surface insights immediately rather than waiting for new data to accumulate
Calendly is a leading scheduling automation platform with over 10 million users across 155 countries. The company monetizes through both self-serve signups and a sales-assisted pipeline—requiring attribution that spans both motions.
But their attribution only told half the story.
Long Sales Cycles Made Attribution Data Useless
The Business Problem
Calendly could measure campaign impact on self-serve signups, but had no visibility into which campaigns were generating sales pipeline. With long sales cycles, waiting for conversion data meant waiting months.
What Was Broken?
Without pipeline attribution, Calendly couldn't demonstrate the value of campaigns designed to generate sales opportunities.
Pipeline Attribution via Reverse ETL
Rather than waiting for revenue data, we shifted the measurement model to focus on opportunity creation and pipeline value.
Data Integration
We built a Reverse ETL pipeline to connect Salesforce opportunity data with AttributionApp. This gave Calendly flexibility over what data to send and leveraged their existing data infrastructure—no new tools required.
Historical Backfill
The solution allowed backfilling a year's worth of historical sales data. Calendly didn't have to wait for new data to accumulate—they could immediately surface insights from past campaigns.
Attribution Configuration
We organized touches into new filters, assigned the opportunity creation event as a conversion, and created a dedicated revenue group for pipeline value.
Data Flow Architecture
Salesforce data stored in Redshift → dbt models for opportunity creation and demand gen activity → Reverse ETL pipeline to AttributionApp → organized attribution views.
Campaign Impact Measurable in Days, Not Months
With pipeline attribution in place, Calendly can see which campaigns generate sales opportunities (not just self-serve signups), accurately balance credit between touchpoints, and make informed decisions without waiting for sales cycles to complete.
