--- title: "Deal room insights and analytics" slug: "/help/deal-rooms/insights-and-analytics" last_updated: "2026-04-15T22:48:40Z" zendesk_id: 43020465157907 zendesk_url: "https://help.walnut.io/hc/en-us/articles/43020465157907-Deal-Room-Insights-Analytics" locale: "en-us" category: "Connect and Optimize" section: "Built-In Walnut Insights" product: "deal-rooms" displayed_sidebar: "dealRoomsSidebar" sidebar_position: 5 tags: ["salesforce","hubspot","Insights","dsr","analytics","integrations","deal view","idr","deal rooms","engagement","deal room analytics","deal room insights"] --- ## **Overview** Give your team complete visibility into deal engagement and momentum with **deal room insights & analytics**. **[\> Learn more about Deal Rooms](/help/deal-rooms/getting-started)** :::note[👉 Important to Note] You can use deal rooms **with or without** a connected CRM. However, to automatically sync engagement activity into your CRM, set up **[deal room automation](/help/deal-rooms/rule-engine)**, or to view deal rooms directly from the [**Deals**](#h_01K0PH575XBZSQB7R60QZ7BVQR) dashboard, you must have either the [**Salesforce Integration**](https://help.walnut.io/hc/en-us/sections/21169895800467-Salesforce) **([Basic](https://help.walnut.io/hc/en-us/sections/28546303480723-Salesforce-Integration) or** **[Advanced](https://help.walnut.io/hc/en-us/sections/28693956537363-Walnut-App-For-Salesforce))** or the [**HubSpot Integration**](https://help.walnut.io/hc/en-us/sections/21169603057939-HubSpot) configured. ![Banner highlighting that a CRM integration is required to unlock full deal room capabilities](pathname:///images/2da06696bc93ea91.png) If no CRM is connected, deal room data is still captured and available in the **[Playlists section of Insights inside Walnut](#h_01K0CR7ARRX2S2CV5QCVWBJW51)**, where you can access session details, viewer information, and asset engagement. You can also use **[webhooks](/help/api/webhooks)** or **[Zapier](/help/integrations/more-integrations/zapier)** to automatically send session data to any other system or workflow your team relies on. ::: --- **In this article:** - [Deal Room Data in Walnut](#h_01K0CQVYG0G09Z4KNH53ETSXZ9) - [Deals](#h_01K0PH575XBZSQB7R60QZ7BVQR) - [Deal View](#deal-level-insights) - [Insights](#h_01K0CR7ARRX2S2CV5QCVWBJW51) - [Deal Room Data in Salesforce](#h_01K0CR649WCJJ7PH71ADYQ9XM0) - [Basic Salesforce Integration](#h_01K0F5NNXGC7W4V2SZC50AFP76) - [Walnut App for Salesforce](#h_01K0F5NNXGFQA7ZVV43B3PK1X1) - [Deal Room Data in HubSpot](#h_01K0CRA50VJE9X4EA3MGABH2W3) - [Activate Your Data: Deal Room Data Playbook 🎯](#h_01K0F51JSEXP2G6DG5RYKZ87E7) --- ## **Deal Room Data in Walnut:** There are **three** **ways** to view deal room data in Walnut: - [**Deals**](#h_01K0PH575XBZSQB7R60QZ7BVQR): View all active deals and key engagement metrics at a glance. - [**Deal View**](#deal-level-insights): Drill into a single deal to see detailed deal room engagement, stakeholders, and asset activity. - [**Insights**](#h_01K0CR7ARRX2S2CV5QCVWBJW51): Access session-level data, including viewer details, session times, and asset interactions under the Playlists tab. --- ### **Deals** If the [**Salesforce**](https://help.walnut.io/hc/en-us/sections/21169895800467-Salesforce) or [**HubSpot**](https://help.walnut.io/hc/en-us/sections/21169603057939-HubSpot) integration is connected, deal room activity can be tracked in the centralized **Deals** dashboard that allows you to monitor deal health, identify engagement trends, and take action faster. Key metrics include: - **[Walnut Engagement Score (WES)](/help/integrations/salesforce/engagement-score):** A summary score reflecting demo and asset engagement. - **Deal Assets Activity:** View how many deals are showing engagement with shared demos and assets. - **Recently Active Deals:** Quickly identify deals where prospects are active now. - **Momentum Watch:** Highlight deals at risk of stalling. - **Multi-Stage Demo Utilization:** Visualize whether deals include demos across multiple buying stages. ![Deals dashboard showing key engagement metrics in Walnut](pathname:///images/8033af1b9b981468.png) **Where to Find the Deals Dashboard:** 1. Log into **[Walnut](https://app.teamwalnut.com/home)**. 2. Click the **briefcase** **icon** in the left navigation bar to access **[Deals](https://app.teamwalnut.com/deals)**. #### **![Briefcase icon highlighted in Walnut navigation menu](pathname:///images/b683b6c4d048d10c.png)** --- ### **Deal View** In the [**Deals**](#h_01K0PH575XBZSQB7R60QZ7BVQR) dashboard, you can **select any deal** to view a detailed engagement snapshot. If a deal has a connected deal room, you’ll see rich asset-level engagement details directly in the **Engagement** **Timeline** for that deal. **![Deal View engagement summary](pathname:///images/8e2d43e14072c3ed.png)** #### ![Deal View deal-level engagement details](pathname:///images/5a0ac5a83782baba.png) **What's inside Deal View:** - **Engagement Score & Status:** Instantly assess deal health. - **Demo Activity:** See how many demos have been played and by whom. - **Multi-Threading:** View how many stakeholders are engaged. - **Momentum Indicator:** Identify whether deal activity is increasing or slowing down. - **Recommendations:** Receive suggestions to help move the deal forward. - **Mutual Action Plan Progress:** Monitor shared next steps between seller and buyer. - **Stakeholders Breakdown:** Get a clear view of stakeholder engagement data. - **Assets Engagement:** Total views and interactions with shared demos and assets. - **Engagement Timeline:** Surface key interaction milestones for both seller and stakeholders over the course of the deal. - **Activity Tracker:** View asset-specific engagement data. ![Engagement timeline with asset-specific activity](pathname:///images/1c1d8542fd6e7c09.png) **How to Access Deal View:** 1. Log into **[Walnut](https://app.teamwalnut.com/home)**. 2. Click the **briefcase** **icon** in the left navigation bar to access **[Deals](https://app.teamwalnut.com/deals)**. 3. In the **Deals** **table,** click anywhere on the **deal** **row** to open the full **Deal** **View** for the selected deal. ![Deals table with individual deal rows displayed](pathname:///images/3c03cf5cd4f4eaae.png) If a deal has a connected deal room, a **link-out icon** **![Link icon indicating connected deal room](pathname:///images/c972f33d586b6334.png)** appears in the **Deal room** column of a deal in the Deals dashboard — click this icon to open the deal room directly, or click the deal row to open the full **Deal View**; if no deal room is connected, a **“not connected” icon** **![Not connected icon for deals without a linked deal room](pathname:///images/38c05ec6ebe01462.png)** is shown instead. --- **🔄 Learn more about connecting deals to deal rooms:** - [Create a Deal Room for a Specific Opportunity or Deal](/help/deal-rooms/getting-started#h_01JY6RM85CYX4GP6XYT7HZJCWF) - [Automate and Scale: The Rule Engine for Deal Rooms](/help/deal-rooms/rule-engine) --- ### **Insights** :::note Deal rooms are considered a type of **playlist** in Walnut, so all engagement analytics appear in the **Playlists section of Insights**. ::: **Deal room engagement data** is available natively within **Walnut** **Insights**, whether or not a CRM is connected. Deal room–specific insights give you a granular look at which assets are performing well, how much time buyers spend on each item, and which stakeholders are engaging — so you can optimize your content strategy and tailor follow-ups accordingly. **Key data includes:** - Total sessions and average time spent - Unique viewers - % played per item - Engagement breakdown for demos, videos, PDFs, and other assets - Last played date for each asset - Session breakdown for each deal room viewer (assets viewed, time spent, etc.) ![Insights playlist tab engagement metrics](pathname:///images/6445b4fc1c39573d.png) ![Insights item-level analytics for individual playlist assets](pathname:///images/abc3c48c693020dc.png) ![Insights dashboard showing playlist performance overview](pathname:///images/ff36a2d6dd497815.png) **Where to Find Deal Room Data in Insights:** 1. Go to [**Insights**](https://app.teamwalnut.com/insights) in Walnut.                     ![Insights tab selected in Walnut navigation menu](pathname:///images/12ce0d70a7797f8e.png) 2. Click on the **Playlists** tab.       ![Playlists tab selected in Walnut Insights](pathname:///images/209a21a14f8afc14.png) 3. Explore overall playlist performance in the overview, or select a specific deal room under **All Playlists** to view a detailed breakdown. --- ## **Deal Room Data in Salesforce:** ### **Basic Salesforce Integration** If the **Basic Salesforce Integration** is configured, deal room activity will appear at the **Opportunity level** in Salesforce in two key places: - Under **Activity** as a logged **task** that records when the deal room was viewed. ![Salesforce Activity timeline showing logged Walnut task](pathname:///images/c5a30b8fef858822.png) **⚡️ Additional Notes (Basic Integration):** - Full engagement data—such as viewer-level interactions, time spent, or asset-specific engagement—is not available in **Activity** > **Tasks**. Instead, this information can be accessed in  **[Walnut Insights](#h_01K0CR7ARRX2S2CV5QCVWBJW51)**. - Since deal rooms are considered a type of playlist in Walnut, activity logged in Salesforce will use “playlist” terminology (e.g., **“playlist sessions”** or **“playlist views”**) even when referring to deal room engagement. --- ### Advanced Salesforce Integration (Walnut App for Salesforce) If the **[Advanced Salesforce App (Walnut App for Salesforce)](https://help.walnut.io/hc/en-us/sections/28693956537363-Walnut-App-For-Salesforce)** is configured, deal room activity will appear at the **Opportunity level** in Salesforce in **three** key ways: - Your team can access the full **[Deal View](#deal-level-insights)** directly within Salesforce using the **[embedded Deal Intel canvas](/help/integrations/salesforce/setup/setup-6-embed-deal-view)** on the **Opportunity record**. This embedded view is the same drill-down **[Deal View](#deal-level-insights)** experience available in the Walnut Deals dashboard. ![Embedded Deal View within Salesforce Opportunity record](pathname:///images/2f03a7ca0f3e8e7f.png) - Deal room activity is automatically logged as **tasks** under **Activity** when a deal room is viewed. ![Salesforce with a logged Walnut playlist task](pathname:///images/c5a30b8fef858822.png) - Session records appear under **Walnut Playlist Sessions**, ensuring teams can easily track demo and deal room engagement alongside their other opportunity data. ![Salesforce showing Walnut Playlist Sessions records](pathname:///images/a75392972eba3f24.png) **![Walnut playlist session record with detailed playlist engagement data](pathname:///images/74de87296070db2b.png)![Walnut playlist session record with detailed playlist engagement data](pathname:///images/0dcff402a9894de6.png)** **⚡️ Additional Notes (Advanced Integration):** - Full engagement data—such as viewer-level interactions, time spent, or asset-specific engagement—is not available in **Activity** > **Tasks**. Instead, this information can be accessed in **Walnut** **Playlist** **Sessions** & **[Walnut Insights](#h_01K0CR7ARRX2S2CV5QCVWBJW51)**. - For item-specific details, head to **[Walnut Insights](#h_01K0CR7ARRX2S2CV5QCVWBJW51)** under the **Playlists** tab, where this data is always available. - Since deal rooms are considered a type of playlist in Walnut, activity logged in Salesforce will use “playlist” terminology (e.g., **“playlist sessions”** or **“playlist views”**) even when referring to deal room engagement. --- ## **Deal Room Data in HubSpot** When Walnut is integrated with HubSpot, engagement activity from deal rooms is automatically logged and enriched with detailed session data: - **[Walnut Activities](#h_01K395BZDAX66A35N7E2YWFZFY):** A Walnut activity containing deal room session data will appear under **Activity** in the **Deal**, **Company**, and **Contact** records linked to the deal. - **[Walnut Engagement Snapshot](#h_01K395FG4PJ85DEAF8ANHJ66GK):** Contact records also display a **Walnut** **Engagement** **Snapshot** directly in the contact's properties. **Key Features & Filtering:** - The same Walnut activity (with deal room/playlist engagement details) appears under **Activity** on **Deal**, **Company**, and **Contact** records — ensuring consistent visibility across HubSpot. - All Walnut activities appear as discrete entries in the HubSpot timeline. - Deeper viewer- and asset-level insights are available in **Walnut Insights** under the _Playlists_ tab. #### **Walnut Activities in HubSpot** Deal room engagement is logged as a Walnut activity in the HubSpot Activity timeline across Deal, Company, and Contact records linked to the deal. ![HubSpot Activity timeline showing a logged Walnut activity for a deal room session](pathname:///images/4ff0db11393239a6.png) Walnut playlist viewed activity: #### **![Walnut playlist viewed activity entry in HubSpot timeline](pathname:///images/b2f9cd1e6eff6aae.png)** Walnut activity properties include: - **Playlist Data** - _Playlist name (string / playlist title)_ - _Playlist ID (UUID)_ - _Items played (item name, item type)_ - **Session Data** - _Session length (seconds)_ - _Session start / end time (MM/DD HH:MM:SS AM/PM UTC)_ - _User agent (browser & operating system)_ - _Visitor IP address (ip address)_ - _Identified by (identification method)_ - **All Items (with session duration)** - _Item name (item type, minutes:seconds)_ #### **Walnut Engagement Snapshot in HubSpot** On **Contact** records, Walnut also provides a **Walnut Engagement** snapshot in the contact properties. To access Walnut Engagement data for a contact, click **View all properties** in the contact's **Actions** menu. ![Contact record with View all properties selected in an expanded Actions menu](pathname:///images/2655c156a28fa9ea.png) ![All properties view with Walnut Engagement section expanded](pathname:///images/03ed3873b0abf26b.png) This contact-level engagement snapshot includes **12 engagement properties:** - _List of all Walnut playlists viewed (string)_ – names of all playlists this contact has engaged with. - _Average time spent on all Walnut playlists (seconds)_ – average session duration across all playlist views. - _Date and time of latest Walnut playlist viewed (timestamp)_ – when the contact last viewed a playlist. - _Name of latest Walnut playlist viewed (string)_ – title of the most recent playlist. Additional **demo-specific properties**: - _Walnut AVG Completion rate across all demos (%)_ – the average completion rate of all demo views associated with this lead. - _Walnut AVG time spent across all demos (seconds)_ – the average viewing time across all demo views for this lead. - _Walnut latest demo completion rate (%)_ – the completion rate of the latest demo visit. - _Walnut latest demo play (timestamp)_ – the most recent time this lead viewed a demo. - _Walnut total demo views (integer)_ – total number of demo sessions recorded for this lead (incremented each time the lead views a demo). - _Walnut last demo view (timestamp)_ – the exact date and time of the last demo viewed by this lead. - _Walnut last demo name viewed (string)_ – the name of the most recent demo viewed by this lead. - _Walnut list of all demos seen (string)_ – a cumulative list of all demo names viewed by this lead. **⚡️ Additional Notes (HubSpot Integration):** - Since deal rooms are considered a type of playlist in Walnut, activity logged in HubSpot will use “playlist” terminology (e.g., **“playlist sessions”** or **“playlist views”**) even when referring to deal room engagement. --- ## **See Deal Room Data in HubSpot in Action** [Open in a new tab](https://wlnt.io/s/TstXPx)  --- ## **Activate Your Data: Deal Room Data Playbook 🎯** Your deal room engagement data isn’t just informative — it’s **actionable**. Here’s how go-to-market teams can use deal room Insights to move faster, sell smarter, and align around real buyer intent: **📊 Revenue & Sales Teams: Qualify, Prioritize, and Close Faster** - **Spot Hot Deals:** Use the Walnut Engagement Score (WES), stakeholder activity, and asset views to zero in on buyers who are actually engaging. - **De-risk Your Pipeline:** Identify stalled or low-engagement deals before they fall through the cracks. - **Tailor Outreach:** See exactly what content each stakeholder interacted with — and follow up with timely, relevant messaging. **🧠 Enablement & Sales Leadership: Coach with Context** - **Deal-Level Coaching:** Use real activity data to coach reps on follow-up strategy, multi-threading, and messaging. - **Highlight Top Content:** Pinpoint which demos and materials are driving the most engagement across deals — and replicate success. - **Bridge Skill Gaps:** Spot patterns in low-performing deals and adjust playbooks or training accordingly. **📈 Marketing: Tie Content to Pipeline Impact** - **Content ROI:** Track which assets are actually influencing deals and inform future content creation. - **Persona Insights:** See what resonates with each stakeholder type — from champions to blockers — and adapt campaigns accordingly. - **Speed Up Feedback Loops:** Use engagement insights to iterate faster on messaging, format, and delivery. **🧩 RevOps & GTM Systems: Drive Alignment and Automation** - **Sync to CRM:** Leverage deal room data as a reliable signal in Salesforce or HubSpot to improve forecasting and attribution. - **Trigger Workflows:** Use automation (via CRM, Zapier or webhooks) to trigger alerts, Slack messages, or workflows when high-value engagement occurs. - **Enrich Dashboards:** Layer deal room activity into your reporting to track deal progression, cycle time, and conversion impact. --- ## **FAQs** --- **How Can I Tell If a Deal Has a Connected Deal Room?** - If a deal has a connected deal room, a **link-out icon** **![Link icon indicating connected deal room](pathname:///images/c972f33d586b6334.png)** appears in the deal room column of a deal in the Deals dashboard — click this icon to open the deal room directly, or click the deal row to open the full Deal View; if no Deal Room is connected, a **“not connected” icon** **![Not connected icon for deals without a linked deal room](pathname:///images/38c05ec6ebe01462.png)** is shown instead![Deal table in Walnut showing rows of active deals](pathname:///images/3c03cf5cd4f4eaae.png) --- **Why Are My Deal Room Analytics in the Playlists Section?** - Deal rooms are considered a type of playlist in Walnut, so their analytics appear in the [**Playlists section of Insights**](#h_01K0CR7ARRX2S2CV5QCVWBJW51). In connected CRMs, engagement activity is also labeled as “playlist views” or “playlist sessions” to maintain consistency. --- **Can I Use Deal Rooms Without a Connected CRM?** - Yes! Deal rooms work with or without a connected CRM. Engagement data will still be captured and available in **[Walnut Insights under the Playlists tab](#h_01K0CR7ARRX2S2CV5QCVWBJW51).** --- **Can I Send Deal Room Data to Other Tools if I’m Not Using a CRM?** - Absolutely. You can use [**webhooks**](/help/api/webhooks) or [**Zapier**](/help/integrations/more-integrations/zapier) to automatically push session data into any system or workflow your team relies on—like spreadsheets, Slack alerts, or marketing automation tools. --- **Why Don’t I See Walnut Activity in HubSpot?** - If you don’t see Walnut activity in the HubSpot Activity timeline, check your activity filters. Make sure **Walnut** is selected under **Integrations** in the filter menu. Once Walnut is enabled, all Walnut activity — including Deal Room and Playlist engagement — will appear as discrete entries under Activities on Deals, Contacts, and Companies. ---