The concept is simple, but today a potential client usually has several points of contact with our company and products/services before deciding to purchase , and the more complex or expensive a product/service is, even more so.
It's easy for a process of this type to start with an taiwan telegram advertisement : the user clicks, fills out a form to watch a webinar about your service, then they are sent emails with more information, they fill out a form to request a demo, a visit from a salesperson, etc. There can be multiple interactions .
Given this complexity, the aim of the Salesforce attribution model is not to be as simplistic as, for example, attribution to an initial source; and to be as realistic as possible in this ROI analysis . However, they are not mutually exclusive models, because you can create reports based on each defined model.
Regarding attribution models, we can divide them into 2 types:
Single source
Multiple sources
In this article, we'll explain the attribution models you can enable when you have Account Engagement/Pardot synced with Salesforce Marketing Cloud .
First, let's understand the Salesforce attribution model
To understand the attribution model, we need to refer back to the objects involved in this topic, you can see them in our previous article . But basically, you need to understand the “campaign member” object: this object is an intermediate table , where the activity of each lead/contact with the campaigns is recorded and serves as a base model for assigning attribution.
Salesforce creates a campaign influence every time a CONTACT that is related to an OPPORTUNITY – through the CONTACT ROLE object – has an interaction with a campaign and this is reflected in the aforementioned CAMPAIGN MEMBER object.
That is to say:
CAMPAIGN INFLUENCE =
Opportunity <-> Contact Role <-> Contact <-> Campaign member <->Campaign
Single source models
As the name suggests, these are systems that attribute all “success” of the achievement to one point , usually the first or last touchpoint.