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Tracking last activity for Marketing re-engagement

Tracking the last date a Sales person has a task or sends out the last email could be very helpful not only for Sales Managers to evaluate team members' effort but also for Marketing Manager to plan their campaign. 

Salesforce provided Last Activity which is the date when a user last did something related to the record. It could be the latest Due Date of the Closed Tasks on a record or the latest Date of Events on a record. However, this field is only visible on list views and reports. And if your org has Einstein activity capture and assign this permission to your users, the Last Activity is probably not accurate anymore as this field only log the activity manually created in Salesforce. 

Then Activity Metrics fields come into play. They show a summary of sales activities that were added to Salesforce manually and by Einstein Activity Capture(EAC). However, the emails and event captured by EAC are only available in Lightning Experience and just on list views and reports. And it's not worth to create 2 separate fields in Lead and have the Sales and Manager to compare the dates everytime they view the record, the solution is having a formula field to pick the latest date. 

What if you have not rolled out the Lightning to all Sales team or if there are lots of legacy records and your have a roadmap to migrate to Lightning? 

In this picture below, there are a few cases that the Last Activity is further than the Last Activity Date

The cool thing of it is I was able to copy it and create the same formula in Contact, Account and Opportunity.

IF(
ISBLANK(LastActivityDate)||(DATETIMEVALUE(ActivityMetric.LastActivityDateTime) > DATETIMEVALUE(LastActivityDate)
&& NOT(ISBLANK(ActivityMetric.LastActivityDateTime)) 
&& NOT(ISBLANK(LastActivityDate))),
ActivityMetric.LastActivityDateTime, DATETIMEVALUE(LastActivityDate))


Result:



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