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Filters

Slice and dice your data using InfiniGrow's filtering capabilities

Dan Carmel avatar
Written by Dan Carmel
Updated over 3 weeks ago

InfiniGrow has a powerful filtering engine that lets you answer a wide range of business questions with clarity and speed.

Filtering Journeys — Not Just Touchpoints

InfiniGrow structures your data into full customer journeys (on a contact, deal, and company level). This unlocks advanced analysis and attribution capabilities that go beyond what traditional platforms allow.

Instead of filtering raw objects like contacts or pageviews, you can:

  • Find all journeys that were touched by LinkedIn Ads

  • Or isolate touchpoints attributed to LinkedIn Ads

How to Access Filters

  1. Click the Filters icon at the top of the page.

  2. Use your Quick Filters, or tap + Add Custom Filter to create a new one.

  3. After applying filters, use Save Filters to reuse later, or manage presets from the Saved Presets tab in Custom Filters.

Filtering Logic: Attribution vs Influence

InfiniGrow filters rely on a simple but powerful concept: are you trying to measure attribution (credit) or influence (touch)?

Here are the two core options that appear in most filters:

Include Any Of

Returns all journeys that had at least one matching touchpoint.

  • Attribution credit may be split across several sources

  • This option helps answer:

    • How many MQLs were touched by LinkedIn?

    • Which other activities occurred in journeys touched by EventXYZ?

Show Only

Returns only the touchpoints that meet the selected criteria.

  • Filters out everything else in the journey

  • This is the go-to for measuring attributed results

  • This option helps answer:

    • How much revenue is attributed to LinkedIn Ads?

    • What’s the ROI of my Q1 Webinar campaign?

Don’t Include

Excludes entire journeys that contain at least one matching touchpoint.

  • Ideal when asking: What’s the performance of deals untouched by SDRs?

  • Works as the inverse of "Include Any Of"

Hide

Hides all touchpoints that match the criteria, but keeps the journey.

  • Ideal when you want to view a journey while excluding certain activities

  • Works as the inverse of "Show Only"

📌 Tip: Use Include Any Of / Don’t Include for influence-level views. Use Show Only / Hide for touchpoint-level views, when focusing on performance and attribution.

Filtering Objects

When you create a filter, you’ll select what kind of data to filter:

  • All Funnel Stages: Default option — applies filter across every stage

  • Specific Funnel Stages: Limits the filter to selected stages only

  • Accounts: Filters based on entire account-level journeys

💡 Example: A lead may show up if you're filtering accounts (journeys) that touched LinkedIn — even if that lead didn’t have a LinkedIn touchpoint themselves.

Filter Types Explained

1. Funnel Stage Filters

Filter based on transitions in your funnel.

  • Became one of: Journey includes a transition into selected stage(s)

  • Recent transition is: Most advanced stage matches selected value

  • Account stage is: Current stage matches selected value

  • Ever been a: Stage occurred at any point, regardless of timeframe

  • Never been a: Journey never transitioned into selected stage

2. Channel Filters

Filter based on the channels of touchpoints (e.g., LinkedIn, Google Ads).

  • You can filter by individual channels or broader categories

  • Combine with Include Any Of or Show Only to toggle influence vs. attribution

3. Campaign Filters

Same structure as channel filters, but based on campaign values.

  • Helps answer: Which campaigns influenced or generated pipeline?

4. Content Filters

Filter by content-level touchpoints:

  • Filter by Content Name, URL, or Content Type

5. Department Filters

Segment journeys by Sales or Marketing teams based on who initiated or assisted the journey.

6. CRM Fields

Use your own CRM data to segment by values like region, industry, etc.

  • Select field > set rule (equals/contains) > pick value(s)

  • Works well for slicing funnel metrics by structured CRM data

7. Tag Filters

Filter based on tags you've created in the Tags mapping page (under Ops > Mappings > Tags).

  • Select a tag to focus your view only on touchpoints that match that tag’s logic

  • This is a Show Only filter by design

  • Helps answer: What’s the ROI of a cross-channel campaign or asset tracked with a tag?

Cost Filters

Different from journey filters, cost filters focus on campaign spend.

Campaign Cost Filters

  • Filter cost by label, campaign type, source, etc.

  • Affects only cost data for matching campaigns

💡 Example:
If you filter LinkedIn campaigns where Label = APAC:

  • Only APAC campaign costs will be shown

  • Other LinkedIn costs will show as $0

Campaigns Cost by Value

  • Filter campaigns by numerical spend (e.g., > $5,000)

  • Supports custom date windows

Using Filters in Widgets

To answer “How many MQLs were touched by LinkedIn?”:

  • Select MQL as the metric

  • Use a Channel filter > LinkedIn > Include Any Of

To answer “How much pipeline was attributed to LinkedIn?”:

  • Select Pipeline (or Opps) as the metric

  • Use a Channel filter > LinkedIn > Show Only

For blended rules: You can combine filters across campaigns, CRM fields, and more.


If you're ever unsure which filter to use — just ask your CSM, or use this article as a reference cheat sheet!

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