Salesforce campaign model and tracking

 Salesforce campaign tracking 

Check out the great article on Campaign tracking use case: https://www.salesforce.com/blog/track-salesforce-campaign-shadow-wolf-blog/ 

There are 2 ways to track Campaign ROI.  

Campaign Influence (custom model) 

Associate multiple Campaigns to multiple Opportunities (and multiple Opportunities to a Campaign) using the Contact Role. To get a broader view of opportunity pipeline, generate the standard report called Campaigns with Influenced Opportunities (Customizable Campaign Influence). This report provides opportunity data, such as amount, stage, and revenue share alongside helpful campaign details.  

 

For more control, build custom reports that show relationships such as these examples. 

• Campaigns with Influenced Opportunities 

• Contacts with Campaign Influence 

• Accounts with Campaign Influence 

 

If there is only one campaign associated with each opportunity - therefore, 100% of the influence will be attributed to that campaign.  

If there were more than one campaign associated with each Opportunity, then the influence would be divided across those campaigns according to the model below: 

First-Touch 

Assigns 100% of influence and revenue earned to the first campaign a prospect touches. Even if a prospect interacts with other marketing assets or activities, this model attributes all of the influence to the first touch. This model relies on the campaign member’s Created Date and is for Account Engagement users only. 

Even-Distribution 

Assigns an equal percentage of influence and revenue earned to every campaign a prospect touches. This model is for Account Engagement users only. 

Last-Touch 

Assigns 100% of influence and revenue earned to the last campaign a prospect touches before a deal is closed. No matter what other campaigns the prospect has interacted with, this model attributes all influence to the final touchpoint. This model relies on the Last Modified Date of the campaign member and is for Account Engagement users only. 

Note: 

Campaign Influence requires discipline to gain consistent data and accurate reports as a result. This means: 

• Create a Campaign for every touchpoint. 

• Be consistent with Campaign Member statuses (especially the ones you consider “Responded”) 

• Update a Campaign Member’s status as they engage with the campaign. Pardot admins – use completion actions consistently to add and update member status (screenshot below). 

• Add Contact Roles to Opportunities. 

 

Primary Campaign Source (default model) 

Associate one Campaign to an Opportunity. Primary Campaign Source field in Salesforce Opportunity is automatically populated when the Lead is Converted or when an Opportunity is created from Contact with associated Campaigns. Primary campaign source is dictated by the last associated campaign on a lead prior to lead conversion (for conversion reporting), or the last associated campaign on a contact  (when converted to an opportunity). However, there is Only one Campaign can be added to the Primary Campaign Source for each Opportunity. The campaign on the opportunity ‘Primary Campaign Source’ field will receive 100% of the credit.  

Report types suggested: 

• Campaign with Opportunities 

• Campaigns with Campaign Members 

More resources: 

Campaign management best practices: https://help.salesforce.com/s/articleView?id=000391218&type=1 

How Customizable Campaign Influence Works: https://help.salesforce.com/s/articleView?id=sf.campaigns_influence_customizable_understanding.htm&type=5