WHAT ARE CAMPAIGN INFLUENCE ATTRIBUTION MODELS?
Campaign Influence Attribution Models are a set of tools that aims to optimize Salesforce and Pardot campaigns. This may bring up the question of whether or not Pardot and Salesforce campaigns are different. The short answer to this question is yes! This does change a little bit once you have Connected Campaigns turned on. They are different for several reasons but largely how and what touch points they track.
Salesforce campaigns give its users the ability to track all touch points you’ve established with a prospect. In comparison, Pardot campaigns allow you to track the first touch point that is had. But with Campaign Influence Attribution Models it completely changes how these campaigns can work for you.
Campaign Attribution Models assist with the very important question of “what step off the process sealed the deal?” This is done by having the Campaign Influence Attribution Models set up in Salesforce so you can see where and how a prospect interacted with marketing efforts. This includes the first touch and the last touch that eventually created the deal. Without the models Pardot would have only shown the original conversion point a prospect had.
Through Campaign Influence Attribution Models, Pardot can be effectively used in conjunction with Salesforce to further understand where opportunities commit to the process and what campaigns assisted. This is done by bringing the power of Pardot to Salesforce, giving you a holistic picture of what is not working and what is.
Questions about Campaign Influence Attribution Models? Fill out the form and you will receive a guided walk through with a Pardot expert.