Utilization of The 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 abilities 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 Pardot’s 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 of 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.

The Setup:

Adding Campaign Influence Attribution Models to Salesforce is a simple process so long as you’re following best practices and do not have a heavily customized instance. Not having this doesn’t make it impossible just more difficult. The list of what you need to set this up is as follows:
– Salesforce Opportunities – Salesforce Campaigns & Parent Campaigns – Pardot Campaigns
Once you’ve made sure you have everything you need set up, it’s best practice to involve your Salesforce admin in the process to ensure success.

Some of the Features:

There are two different attribution models you can enable to assist you by providing more detailed information. The first being The Primary Model. The Primary Model resembles how Pardot Campaigns are set up. This model will be able to show you the first marketing effort that influenced the opportunity. It can also go into further detail by giving you the percentage of how much a campaign influenced an opportunity. In the beginning 100% will go to the first associated campaign to the opportunity.

Opportunities Influenced Through the Campaign:

Another helpful tool that can be utilized is the ability to quickly look at a campaign and see the opportunities that were influenced through it. This is another way that additional data is provided to help further understand what campaigns are successfully closing the deal.

Campaign Stats:

Campaign Statistics can be another effective tool in understanding opportunities and prospects in how they relate to campaigns. It has the ability to give you the data for the first and last campaign that influence the opportunities. Even touch data is provided, giving you access to see what were the campaigns that informed opportunities when they were still held within sales. One thing to note for this model is that you may need to contact your Salesforce Account Executive to set this up for you free of charge.
Through Pardot’s 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 helped with assisting this. This is done by bringing the power of Pardot to Salesforce, creating more conversations moving forward about the type of campaigns that are proven to work for your company.

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