Salesforce Basics • Campaign Influence
We’ve seen a lot of clients lately wanting to get the most out the pre-built dashboards Einstein Analytics provides in the B2B Marketing Analytics Plus App. However, the one key question that keeps cropping up is, “Why can I only see Primary Campaign Source from the Influence Model Filter on the Multi-touch Attribution Dashboard?”
The name “Multi-touch” certainly gives the impression that it will show all of the campaigns that an Opportunity has, at some point, touched. So why aren’t “First touch”, “Last Touch”, “Even Distributed” models showing?
Well, the answer is, the dashboard is created in “Default mode” and you may not have enabled ‘Additional Campaign Influence Models’.
In this blog, I’ll explain why setting up Salesforce Campaign Influence is necessary and provide you with a step-by-step guide.
Before continuing, I do recommend that your org is already using Salesforce Leads, Opportunities, you’ve enabled Connected Campaigns and have a Campaign Hierarchy in place. This way you can ensure you are truly getting the most out of Campaign Influence.
So, what is Campaign Influence in Salesforce?
As we know, Pardot Campaigns allow us to track our prospects’ first touchpoint, whilst Salesforce allows us to track all touchpoints of that Lead/Contact. Salesforce Campaign Influence allows us to associate an Opportunity to multiple campaigns.
There are two versions available; ‘Campaign Influence 1.0’ which is for Salesforce Classic users and ‘Customisable Campaign Influence’ for Classic and Lightning Experience.
For this blog, I’ll be focusing on the Customisable Campaign Influence version. Salesforce says
“Customizable Campaign Influence identifies revenue share with standard and custom attribution models that you can update manually or via automated processes. Add Customizable Campaign Influence data in related lists and reports so your reps can better understand which campaigns impact their opportunity pipeline.” – Salesforce
By having Campaign Influence in Salesforce, you can access a campaign and see all the Opportunities that the campaign has influenced. This is a super quick reporting tool to see how campaigns have impacted closed-won Opportunities.