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Reporting

Datorama or the newer Marketing Intelligence: which Salesforce tool should report ad spend next to pipeline?

By The Tofu team ·

Marketing Intelligence, for most B2B teams whose pipeline lives in Salesforce. It runs on Data 360, and its semantic data model puts LinkedIn, Google and Meta ad spend next to opportunity pipeline, closed-won revenue and ROI, joined by campaign. Salesforce lists it at $10,000 per org a month. Datorama, now Marketing Cloud Intelligence, is what Salesforce calls its separate, enterprise-scale platform for complex, multi-source analytics. Keep it if you already run it. Its Salesforce Reports connector caps each report at 2,000 rows. Marketing Cloud Intelligence+ ($11,000 a month) adds Marketing Intelligence to it.

As of November 2026.

Marketing Intelligence vs Marketing Cloud Intelligence (Datorama) vs Tofu

Marketing IntelligenceMarketing Cloud Intelligence (formerly Datorama)Tofu Ads Agent (our product)
What it doesMarketing analytics app built on the Salesforce Platform, with a pre-built semantic data model, Tableau Next dashboards and attributionA separate analytics platform with its own workspaces and data streams, for complex, multi-source reportingPlans, builds, launches and optimizes paid programs, and shows account journeys from first impression to closed-won
Ad platformsConnectors include LinkedIn Ads, Google Ads, Meta Ads, Microsoft Advertising, Reddit Ads and TikTok AdsAPI connectors include LinkedIn Ads, Google Ads, Facebook Ads and Bing AdsLinkedIn, Google Search, Google Display, Meta
Pipeline dataOpportunities, accounts and campaigns in the same model as paid media, with measures such as opportunity pipeline value and opportunity ROICRM data streams for leads and opportunities, fed by connectors such as the Salesforce Reports connectorReads closed-won and closed-lost deals and pipeline from HubSpot or Salesforce, and writes dynamic UTMs back to the CRM
Cost$10,000 per org a month, billed annually. Data 360 is required, and some credits may cost extraNot listed on its own. Marketing Cloud Intelligence+ is $11,000 per org a month, billed annually, and includes Marketing IntelligenceFlat $2,500 a month, not a share of ad spend
SetupData 360 with the Semantic Layer, a Tableau Next license and Marketing Intelligence permission sets, in Enterprise, Performance, Unlimited or Developer EditionA data stream for each source, mapped to the platform's data modelConnect your ad accounts and HubSpot or Salesforce
Main limitAd data joins pipeline through Campaign, so campaigns must map cleanlyThe Salesforce Reports connector takes up to 2,000 rows a report, with a one-day lagCovers only its own ad channels. It isn't a reporting platform for other sources and doesn't feed either Salesforce tool

What does Salesforce say the difference is?

Salesforce answers this on its Marketing Intelligence product page. It calls Marketing Intelligence "Salesforce's new marketing analytics product built natively on the Salesforce Platform," known for its pre-built semantic data model and Tableau Next visualizations. It says "Marketing Cloud Intelligence (formerly Datorama) is a separate, enterprise-scale platform for more complex, multi-source analytics needs."

So these are two products, not an old and a new name for one. Salesforce's pricing FAQ adds that there are no end-of-life, end-of-sale or end-of-roadmap plans for Marketing Cloud Intelligence. It also says Marketing Intelligence shares the Salesforce login, and that you need a Cross-Product Admin SKU if you don't already use a core product such as Sales Cloud. Don't confuse either one with Advertising Studio, which is a separate product; see what Advertising Studio's retirement means for audience syncs.

How does Marketing Intelligence put ad spend next to pipeline?

Through its Unified Marketing Intelligence Semantic Data Model. Salesforce Help says it joins three modules in one layer you can query:

ModuleWhat it holds
Marketing Intelligence (paid media)Ad delivery and conversions: impressions, clicks, spend, conversions, CPC, CPA, ROAS
Marketing Performance (owned channels)Email, SMS, push, web and landing pages
Marketing B2B (CRM)Opportunities, accounts, campaigns and calendar events, with opportunity pipeline value, closed-won opportunities, won revenue, opportunity campaign spend, opportunity ROI and win rate

The catch: Salesforce Help names Campaign as the dimension all three modules share, and says to use it when you combine pipeline with paid media measures. So it's what joins ad spend to pipeline in one query. Before you build reports, agree with your admin how your LinkedIn, Google and Meta campaigns map to Salesforce campaigns. An Anchor Campaign can also group related campaigns from several channels into one performance view, such as a quarter's product launch across paid search, social and email.

For credit, Salesforce Help lists touch-based attribution (first touch, last touch, linear, time decay and U shape), built on campaign members, leads and custom touch objects. It also lists funnel-based attribution (first and last touch) on opportunities, lead history and account stages, which credits steps such as lead to MQL to opportunity. Salesforce's pricing FAQ lists first- and last-touch attribution out of the box, so ask which other models your contract includes.

The LinkedIn Ads connector brings in impressions, clicks and conversions at campaign and ad level, and its field mapping includes spend. The Google Ads and Meta Ads connectors bring in impressions, clicks, cost and conversions.

How does Datorama get Salesforce pipeline?

Through data streams. Marketing Cloud Intelligence has two CRM data stream types: CRM Leads, and CRM for opportunities. Lead stage is kept as a slowly changing dimension, so a new stage applies from the date it changed, and each lead or opportunity is counted once however many stages it passes.

To pull from Salesforce itself, the Salesforce Reports API connector reads reports your user can see. Salesforce Help lists these limits:

  • Up to 2,000 rows a report, so filter reports to a narrow view.
  • Up to 2,000 reports to pick from.
  • No automatic date mapping, since Salesforce date fields vary.
  • A one-day data lag, and each run pulls the report as it is now, not a date range.

Its LinkedIn Ads connector also has a one-day lag, needs its token refreshed once a year, and leaves many dimensions and measurements unmapped.

Can I use both?

Yes. Salesforce's MC Intelligence Reports connector, now generally available, pulls report data from Marketing Cloud Intelligence into Marketing Intelligence without manual exports. That lets a team keep its Datorama workspaces and still build pipeline views in Marketing Intelligence. Marketing Cloud Intelligence+ includes Marketing Intelligence in one price.

When Marketing Intelligence is the right pick

Your pipeline is in Sales Cloud, you run LinkedIn, Google and Meta, and you want spend, pipeline and ROI in one model without building the joins yourself. It fits best if you already have Data 360 or will use the access that comes with Salesforce Foundations. Plan the campaign mapping first, since Campaign is what links ad data to opportunities.

When Marketing Cloud Intelligence (Datorama) is the right pick

You already run it, with many sources, custom data models and dashboards your team relies on. Salesforce positions it for complex, multi-source analytics. For pipeline, keep Salesforce reports narrow enough to stay under 2,000 rows, or feed its reports into Marketing Intelligence with the MC Intelligence Reports connector.

When Tofu Ads Agent (our product) is the right pick

You want one tool that runs your LinkedIn, Google and Meta programs and shows how they move accounts to pipeline. Tofu connects to HubSpot or Salesforce, shows account journeys from first impression through opportunity to closed-won, writes dynamic UTMs back to your CRM and has an analytics agent you can ask in plain language. It costs a flat $2,500 a month. It doesn't replace a multi-source reporting platform: it covers only LinkedIn, Google Search, Google Display and Meta.

If you only need ad data from several platforms in one report, see cheaper alternatives to Supermetrics. To credit ads for pipeline inside Sales Cloud itself, see how to set up Campaign Influence.

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