What Are Campaign Influence Attribution Models?

Campaign Influence Attribution Models are a set of tools that aims to optimize Salesforce and Account Engagement (Pardot) campaigns. This may bring up the question of whether or not Account Engagement (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, Account Engagement (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 Account Engagement (Pardot) would have only shown the original conversion point a prospect had.
Through Campaign Influence Attribution Models, Account Engagement (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 Account Engagement (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 Account Engagement (Pardot) expert.
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