Pardot Campaign Influence Attribution Models: FAQ
Pardot Campaign Influence Attribution Models: FAQ
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1.What are Pardot Campaign Influence Attribution Models? Three out-of-the-box attribution models, created specifically for Pardot clients. With more flexibility in attribution clients will be able to easily understand which campaigns are effectively influencing opportunities. It is important to note that, although created specifically for Pardot clients, Customizable Campaign Influence, through which these models are built, exists in Salesforce. In order to use these attribution models, you must also be using Salesforce campaigns, campaign membership and contact roles.
2. What are the benefits of using attribution models? Pardot’s Campaign Influence Attribution Models will allow clients to leverage both Pardot and Salesforce campaigns in order to pinpoint which marketing efforts are most effective. Because you will now have access to three of the most popular attribution models, you will also be able to decide which makes the most sense for your specific business needs at any given time. For example, if you would like to focus on building pipeline, First Touch attribution will show you where most of your prospects were generated; on the other hand, if you would like to understand which of your campaigns result in the highest rates of deals closed, you will want to use the Last Touch attribution.
3. Who will have access to Pardot Campaign Influence Models and when? Pardot Campaign Influence Models will be available on November 14th for Pardot clients with Pro or Ultimate Editions and a Sales Cloud license.
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4. What are the different Campaign Attribution models that will be available? • First Touch-this attribution type will assign 100% of “influence” or money earned to the prospect's first campaign. For example, if a prospect first came in contact with you by registering for a webinar, then attended a live event, and downloaded an e-book before purchasing your services, 100% of that money earned will be attributed to that initial webinar campaign because this was their first touchpoint. Note: First Touch is determined by the “Created Date” of the campaign member. • Last Touch-this attribution type will assign 100% of money earned to the prospect's last campaign. In the example above, 100% of earnings would be attributed to that e-book download as that was the last touchpoint before a closed deal. Note: Last Touch is decided by the “Last Modified Date” of the campaign member record. • Even Attribution-this attribution type will give equal weight to every campaign with which a prospect interacted. If a prospect touched four campaigns, each of those campaigns will each receive 25% attribution, if only two campaigns were touched, each will receive 50% attribution.
5. How do I enable and use these models? Please note that in order to use Campaign Attribution, you will have to be in Lightning Experience. You will also need to enable Customizable Campaign Influence in your instance. To enable: 1. Login to Salesforce and go into “Setup” 2. In the Quick Find search bar, search for “Campaign Influence Settings” 3. You may already have Campaign Influence Enabled, if not Enable (cont’d on the next page)
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4. You will see an second option below Campaign Influence—Additional Campaign Influence Models—enable that as well. These are the out-of-the-box attribution models for Pardot clients.
5. Go back to the Quick Finder and search for “Model Settings”—you should now see the three new attribution models (First touch, Last Touch and Even Distribution) in addition to the standard Primary Campaign Source Model that exists as a default in Sales Cloud.
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6. What if I need a different attribution model? Once you have enabled Campaign Influence and Additional Campaign Influence Models, you are able to create custom attribution models. There is a limit of five custom models for Enterprise and Unlimited editions and a limit of three for Professional edition. If you are interested in building a custom attribution model, please refer to this Knowledge article for instructions; please note that building custom models requires Apex knowledge.
7. Is Campaign Attribution different from connecting campaigns? Yes. Connecting campaigns, which will result in a 1:1 relationship between Pardot and Salesforce campaigns, is currently available as a beta release. With this functionality, any campaign created in Pardot will also automatically exist in Salesforce and can be tracked as a single entity. If you are not currently participating in the beta, you can still use Pardot's Campaign Influence Attribution Models, however, you will need to create a Pardot campaign AND a Salesforce campaign, along with a workflow that moves prospects from Pardot into a relevant Salesforce Campaign.
8. What if some of our users are not in Lightning Experience? Pardot’s Campaign Influence Attribution Models are only available in Lightning Experience, however, Campaigns are accessible to both Classic and Lightning users. Users in Classic will still be able to access Campaigns and add members, as well as see campaign influence records in reports and dashboards, but will not be able to see influenced campaigns on the opportunity records’ related list.
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9. What is the difference between “Default” and “Active” campaign attribution selections? Under Model Settings, you will see that all of the attribution models are marked “Active”, but only one is marked “Default”. The model that is chosen as Default will guide what your end users see on their Opportunity record.
This will appear as a Campaign Influence Related List—here you will see all campaigns associated with that opportunity, with either the first or last touch campaign receiving 100% of earning influence, or influence being equally weighted between all campaigns if the Even Distribution model is chosen as default. When you choose a specific model, you are providing a lens through which your team will view existing campaigns and their effectiveness.
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To change which model is your Default, go to Model Settings, click “Edit” on the attribution model that you'd like to select and check the box next to “Default.”
Note: While only the Default model will appear as a related list on an opportunity, all of the attribution models are active out-of-the-box, which means you can create reports and dashboards showcasing all of them at the same time.
10. How do I decide which Pardot Campaign Influence Attribution Model is right for me? Deciding which attribution model to use depends heavily on what you are hoping to measure. Generally, the First Touch model will allow you to glean how your top of funnel campaigns are performing; in this case, your focus is on lead generation. On the other end of the spectrum, the Last Touch model is helpful when looking at the bottom of the funnel—which campaigns are driving closed deals? Finally, the Even Distribution model is built to gauge overall engagement over the entire course of a buyer's journey. Remember, you can switch your attribution model at any time, depending on business need.
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11. I am new to Salesforce Campaigns, how should I relate my Pardot campaigns to Salesforce? Currently, Pardot campaigns and Salesforce campaigns do not function in the same capacity; whereas Pardot campaigns measure only the first touchpoint a prospect has with your marketing efforts, Salesforce campaigns allow for multi-touch attribution. In order to move your prospects from Pardot into Salesforce seamlessly, think of your Pardot campaigns as large, over-arching “parent” campaigns while Salesforce has the more specific “child” campaigns. For example, you may have a Pardot campaign titled “Webinars” and associate all of your Pardot assets relating to webinars, including forms, landing pages and emails, with that campaign. Then, in Salesforce, you may have several campaigns dedicated to each webinar that you host. From there, you will need to create a pathway from Pardot to Salesforce. This may be an automation rule, a completion action, or a rule within an Engagement Studio program. The rule or action will specify that if a prospect interacts with a specific asset, they should be pushed to the relevant Salesforce campaign. In our example above, a prospect may register for a webinar using a Pardot form, which will fire the completion action that moves them to the appropriate Salesforce campaign. Note: When creating a campaign in Salesforce, you can create a single prototype (i.e. Webinar Campaigns) and then make copies for each subsequent webinar you host. This will allow you to automatically replicate any customizations, such as campaign member statuses, naming conventions etc.
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12. How do I create reports and a dashboard for these models? First you will need to create a custom report, entitled “Campaigns with Customizable Campaign Influence.” 1. Search for “Reports” in your Quick Find search bar and select “Report Types.”
2. Select “Campaigns” as the Primary Object and fill out all other required fields.
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On the next page, choose “Campaign Influence” as your Secondary object and click “Save”.
Now you are ready to build your Campaign Influence reports and dashboard!
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You will need to create a report for each model type and then combine those reports into a dashboard. We’ll start by building the reports. 1. Log in to your Salesforce org and click on the ‘Reports’ tab
2. Click on ‘New Report’
3. Choose ‘Campaigns’ in the left-hand column, then, on the right, scroll down to find ‘Campaigns with Customizable Campaign Influence’ and click ‘Continue’
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4.
Group Rows by ‘Campaign Name’ and ‘Type’
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Add Columns for ‘Opportunities in Campaign’ ‘Revenue Share’ and ‘Contact: Full Name’
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Under the ‘Filters’ tab, select your date range and the campaigns you would like to include
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Add a filter for ‘Campaign Influence Model: Unique Name” and edit to ‘contains’ ‘First.’ Note: this is the model type on which your report will focus.
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Click ‘Add Chart’ and then choose ‘Donut’
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Click ‘Save & Run’ and name report ‘First Touch Attribution Model’
10. Repeat steps 1-9, changing the ‘Campaign Influence Model: Unique Name’ filter to ‘Last’ and then to ‘Even’ to reflect each attribution model.
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Now that you have a report for each model type, you can build a dashboard. 1.
Click on the ‘Dashboards’ tab on your navigational toolbar, then select ‘New Dashboard’
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Name your dashboard and choose the folder where you would like to save it
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Select the report you’d like to place on the dashboard canvas
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You will see the visualization of the repot you created, confirm that it looks the way that you want, then click ‘Add’
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Continue to add each of your attribution model reports; you may want to change the order or where the visualizations appear or the size of the widget you can do so by clicking on the widget and dragging it into the desired position/size
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Save when all three are added and you are happy with placement and size.
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Further Exploration Customizable Campaign Influence Release Notes Understanding Customizable Campaign Influence
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1.What are Pardot Campaign Influence Attribution Models? Three out-of-the-box attribution models, created specifically for Pardot clients. With more flexibility in attribution clients will be able to easily understand which campaigns are effectively influencing opportunities. It is important to note that, although created specifically for Pardot clients, Customizable Campaign Influence, through which these models are built, exists in Salesforce. In order to use these attribution models, you must also be using Salesforce campaigns, campaign membership and contact roles.
2. What are the benefits of using attribution models? Pardot’s Campaign Influence Attribution Models will allow clients to leverage both Pardot and Salesforce campaigns in order to pinpoint which marketing efforts are most effective. Because you will now have access to three of the most popular attribution models, you will also be able to decide which makes the most sense for your specific business needs at any given time. For example, if you would like to focus on building pipeline, First Touch attribution will show you where most of your prospects were generated; on the other hand, if you would like to understand which of your campaigns result in the highest rates of deals closed, you will want to use the Last Touch attribution.
3. Who will have access to Pardot Campaign Influence Models and when? Pardot Campaign Influence Models will be available on November 14th for Pardot clients with Pro or Ultimate Editions and a Sales Cloud license.
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4. What are the different Campaign Attribution models that will be available? • First Touch-this attribution type will assign 100% of “influence” or money earned to the prospect's first campaign. For example, if a prospect first came in contact with you by registering for a webinar, then attended a live event, and downloaded an e-book before purchasing your services, 100% of that money earned will be attributed to that initial webinar campaign because this was their first touchpoint. Note: First Touch is determined by the “Created Date” of the campaign member. • Last Touch-this attribution type will assign 100% of money earned to the prospect's last campaign. In the example above, 100% of earnings would be attributed to that e-book download as that was the last touchpoint before a closed deal. Note: Last Touch is decided by the “Last Modified Date” of the campaign member record. • Even Attribution-this attribution type will give equal weight to every campaign with which a prospect interacted. If a prospect touched four campaigns, each of those campaigns will each receive 25% attribution, if only two campaigns were touched, each will receive 50% attribution.
5. How do I enable and use these models? Please note that in order to use Campaign Attribution, you will have to be in Lightning Experience. You will also need to enable Customizable Campaign Influence in your instance. To enable: 1. Login to Salesforce and go into “Setup” 2. In the Quick Find search bar, search for “Campaign Influence Settings” 3. You may already have Campaign Influence Enabled, if not Enable (cont’d on the next page)
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4. You will see an second option below Campaign Influence—Additional Campaign Influence Models—enable that as well. These are the out-of-the-box attribution models for Pardot clients.
5. Go back to the Quick Finder and search for “Model Settings”—you should now see the three new attribution models (First touch, Last Touch and Even Distribution) in addition to the standard Primary Campaign Source Model that exists as a default in Sales Cloud.
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6. What if I need a different attribution model? Once you have enabled Campaign Influence and Additional Campaign Influence Models, you are able to create custom attribution models. There is a limit of five custom models for Enterprise and Unlimited editions and a limit of three for Professional edition. If you are interested in building a custom attribution model, please refer to this Knowledge article for instructions; please note that building custom models requires Apex knowledge.
7. Is Campaign Attribution different from connecting campaigns? Yes. Connecting campaigns, which will result in a 1:1 relationship between Pardot and Salesforce campaigns, is currently available as a beta release. With this functionality, any campaign created in Pardot will also automatically exist in Salesforce and can be tracked as a single entity. If you are not currently participating in the beta, you can still use Pardot's Campaign Influence Attribution Models, however, you will need to create a Pardot campaign AND a Salesforce campaign, along with a workflow that moves prospects from Pardot into a relevant Salesforce Campaign.
8. What if some of our users are not in Lightning Experience? Pardot’s Campaign Influence Attribution Models are only available in Lightning Experience, however, Campaigns are accessible to both Classic and Lightning users. Users in Classic will still be able to access Campaigns and add members, as well as see campaign influence records in reports and dashboards, but will not be able to see influenced campaigns on the opportunity records’ related list.
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9. What is the difference between “Default” and “Active” campaign attribution selections? Under Model Settings, you will see that all of the attribution models are marked “Active”, but only one is marked “Default”. The model that is chosen as Default will guide what your end users see on their Opportunity record.
This will appear as a Campaign Influence Related List—here you will see all campaigns associated with that opportunity, with either the first or last touch campaign receiving 100% of earning influence, or influence being equally weighted between all campaigns if the Even Distribution model is chosen as default. When you choose a specific model, you are providing a lens through which your team will view existing campaigns and their effectiveness.
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To change which model is your Default, go to Model Settings, click “Edit” on the attribution model that you'd like to select and check the box next to “Default.”
Note: While only the Default model will appear as a related list on an opportunity, all of the attribution models are active out-of-the-box, which means you can create reports and dashboards showcasing all of them at the same time.
10. How do I decide which Pardot Campaign Influence Attribution Model is right for me? Deciding which attribution model to use depends heavily on what you are hoping to measure. Generally, the First Touch model will allow you to glean how your top of funnel campaigns are performing; in this case, your focus is on lead generation. On the other end of the spectrum, the Last Touch model is helpful when looking at the bottom of the funnel—which campaigns are driving closed deals? Finally, the Even Distribution model is built to gauge overall engagement over the entire course of a buyer's journey. Remember, you can switch your attribution model at any time, depending on business need.
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11. I am new to Salesforce Campaigns, how should I relate my Pardot campaigns to Salesforce? Currently, Pardot campaigns and Salesforce campaigns do not function in the same capacity; whereas Pardot campaigns measure only the first touchpoint a prospect has with your marketing efforts, Salesforce campaigns allow for multi-touch attribution. In order to move your prospects from Pardot into Salesforce seamlessly, think of your Pardot campaigns as large, over-arching “parent” campaigns while Salesforce has the more specific “child” campaigns. For example, you may have a Pardot campaign titled “Webinars” and associate all of your Pardot assets relating to webinars, including forms, landing pages and emails, with that campaign. Then, in Salesforce, you may have several campaigns dedicated to each webinar that you host. From there, you will need to create a pathway from Pardot to Salesforce. This may be an automation rule, a completion action, or a rule within an Engagement Studio program. The rule or action will specify that if a prospect interacts with a specific asset, they should be pushed to the relevant Salesforce campaign. In our example above, a prospect may register for a webinar using a Pardot form, which will fire the completion action that moves them to the appropriate Salesforce campaign. Note: When creating a campaign in Salesforce, you can create a single prototype (i.e. Webinar Campaigns) and then make copies for each subsequent webinar you host. This will allow you to automatically replicate any customizations, such as campaign member statuses, naming conventions etc.
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12. How do I create reports and a dashboard for these models? First you will need to create a custom report, entitled “Campaigns with Customizable Campaign Influence.” 1. Search for “Reports” in your Quick Find search bar and select “Report Types.”
2. Select “Campaigns” as the Primary Object and fill out all other required fields.
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3.
On the next page, choose “Campaign Influence” as your Secondary object and click “Save”.
Now you are ready to build your Campaign Influence reports and dashboard!
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10
You will need to create a report for each model type and then combine those reports into a dashboard. We’ll start by building the reports. 1. Log in to your Salesforce org and click on the ‘Reports’ tab
2. Click on ‘New Report’
3. Choose ‘Campaigns’ in the left-hand column, then, on the right, scroll down to find ‘Campaigns with Customizable Campaign Influence’ and click ‘Continue’
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11
4.
Group Rows by ‘Campaign Name’ and ‘Type’
5.
Add Columns for ‘Opportunities in Campaign’ ‘Revenue Share’ and ‘Contact: Full Name’
6.
Under the ‘Filters’ tab, select your date range and the campaigns you would like to include
12
12
7.
Add a filter for ‘Campaign Influence Model: Unique Name” and edit to ‘contains’ ‘First.’ Note: this is the model type on which your report will focus.
8.
Click ‘Add Chart’ and then choose ‘Donut’
9.
Click ‘Save & Run’ and name report ‘First Touch Attribution Model’
10. Repeat steps 1-9, changing the ‘Campaign Influence Model: Unique Name’ filter to ‘Last’ and then to ‘Even’ to reflect each attribution model.
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Now that you have a report for each model type, you can build a dashboard. 1.
Click on the ‘Dashboards’ tab on your navigational toolbar, then select ‘New Dashboard’
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2.
Name your dashboard and choose the folder where you would like to save it
3.
Select the report you’d like to place on the dashboard canvas
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4.
You will see the visualization of the repot you created, confirm that it looks the way that you want, then click ‘Add’
5.
Continue to add each of your attribution model reports; you may want to change the order or where the visualizations appear or the size of the widget you can do so by clicking on the widget and dragging it into the desired position/size
6.
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Save when all three are added and you are happy with placement and size.
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Further Exploration Customizable Campaign Influence Release Notes Understanding Customizable Campaign Influence
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