Why Campaign Influence Is A Must For B2B Marketing Analytics Plus

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. 

Guide to setting up Salesforce Campaign Influence:

• How to Set Up Campaign Influence
• Definition of Headings
• Step-by-step Guide Continued
• How it works in B2B Marketing Analytics Multi-touch Attribution dashboard
  

How to set up Salesforce Campaign Influence:

1.  In Salesforce navigate to Setup’, in the search bar type “Campaign Influence” and select “Campaign Influence Settings”.
   

2. You are taken to the settings page, where you can enable Campaign Influence and Additional Campaign Influence models. Click Enable for both to measure and report on multiple campaigns that have influenced a single Opportunity > click Save. A popup message should appear informing you that Salesforce is recalculating campaign influence. Once this is done you are able to update the new settings on this page.

3. Next, access Model Settings - this is where we edit the default Primary Source Campaign Model and once we create First Touch, Last Touch and Even Distribution campaign models they too will show here. 

From this screen, we can see that there are a number of headings above the Primary Source Campaign Model and there is a tick in all three. These are Default, Locked, Active. 

4. Click Edit next to the Model to change any of these settings, however, for the Primary Campaign Source Model, it is recommended that these remain ticked. 

Definition of Each Heading:

Heading	Definition
Default	Shows the model’s records in Campaign Influence related lists on campaigns, opportunities, and accounts.  To set any model as the default model, it must also be active.
Locked	Restricts users from adding or updating records for the model except through the API.
Active	When the Primary Campaign Source, First Touch, Last Touch, or Even Distribution models are active, they will automatically create records when there is a match between an opportunity contact role and a campaign member

Additional note: Record Preference - this specifies whether to create all records or only when the attribution is greater than 0%. This field is always checked for All Records’ for custom models.

5. Next, navigate to the user section and click the User detail page. Click the Related list called Permission Set License Assignments and click Edit Assignments. Select the CRM user by clicking their name to enable the permission set and click Save.

6. Navigate to Setup > Manage Users > Permission Sets and create a new permission set with the “Campaign Influence” permission. To do so click New, in the name enter “Campaign Influence”, the API name should auto populate and also remember to enter in a description.

7. Next, you need to select the Permission Set Licence. Here you can select Sales User or CRM User, then click Save. Then, open the new permission set you’ve just created and tick the checkbox to enable permission “Campaign Influence” on the permission set on the App Permissions.

8. We now want to select the names of the users who we want to be associated with that permission set. Click on Manage Assignments > Add Assignments and select the users to assign.

9. Now, we need to add the Campaign Influence Object to the Opportunity Page Layout. To do this navigate to Object Manager > Opportunity > and select Page Layouts. Here we can  add the Campaign Influence Related Lists to the Opportunity Page Layout. It is important to remember that this related list shows the campaigns that have touched the opportunity and only campaign influence records from your primary influence model appear on the list. Select Related Lists > Campaign Influences then drag and drop to where you want it to be on the Opportunity Page Layout. Click Save. This related list will show the opportunities that have touched your campaigns.

10. Finally, add the Influenced Opportunities to the Campaign Page Layout. These steps are similar to step 8, navigate to Object Manager > Campaign > Page Layout and select Related Lists > click Influenced Opportunities. Once you’ve decided where you want this list to live on the campaign page layout, drag and drop it into the correct section and click Save. The Influence Opportunity list shows the opportunities that have touched the campaign. 

B2B Marketing Analytics Multi-touch Attribution dashboard

Campaign Influence now lets us see our attribution results in the form of related lists or reports. Which means we can now see what campaigns influenced deals straight from Salesforce. 

Once Campaign Influence has been set up in Salesforce, the additional three models should be visible on the Multi-touch Attribution dashboard within 24 hours.

By incorporating Campaign Influence within our Multi-Touch Attribution dashboard, we can pull our data for a visual view, clearly identifying which of our marketing initiatives are most successful by using the different influence models. 

With this visualisation, we can now see correlations between contact, opportunity, and campaigns and therefore see which campaign influenced an opportunity. 

What does the First Touch Model show?

This model assigns 100% of influence and revenue earned to the first campaign a prospect touches. 

Even if the prospect interacts with other marketing assets or activities, 100% will still go straight to the first touch. The key consideration for this model is that it heavily relies on the Campaign Member’s Created Date. 

What does the Last Touch Model show?

This model is almost the opposite of the First Touch Model. 100% of influence and revenue is assigned to the last campaign a prospect touches before an opportunity is closed. 

What does the Even Distribution Model show?

The clue’s in the name, this model will evenly assign a percentage of influence and revenue to every campaign a prospect has interacted with. 

If you still feel that these models aren’t going to meet your business reporting needs, please reach out to find out how we can create custom influence models.