Campaign Insights Dashboard: How is email attribution calculated?

Overview

Marketing teams need to know how their campaigns are performing and where to make improvements when activating new channels. These new sets of reports will help campaign marketers know how well their email campaigns are performing and how to course-correct if needed. Knowing the activities of your leads/prospective customers will help marketers use this data to run target marketing campaigns.

Note: It is strongly recommended to have Identity Resolution and import connectors for all 1st and 3rd party data including VI data, Marketing Automation, and CRM setup to get the most out of the Campaign Insights Dashboard. 

Email Attribution

This view highlights campaign insights from the email channels. You'll be able to understand how attribution works depending on what events your accounts take in your campaigns. One thing to note is we currently use the last touch attribution model for our campaign performance reports. So if an opportunity was generated from the latest Marketo or Pardot campaign touchpoint, you'll be able to see the counts in our reports.

Let's jump through an example of how attribution could be shown in your reports depending on the channel. 

Email Channels (ie, Pardot, Marketo, Eloqua)

When you apply a lookback period of 12 months to our reports, you'll see a count of opportunities/closed-won accounts if the following behavior occurred. 

(1) Contact is included in Campaign Launch data (Marketo, Pardot, Eloqua)

(2) Contact is launched as part of campaign, but also had an activity (ie email open, form fill, email click)

(3) Contact has opportunity created within 12 months of being part of the campaign.

For example, given our current attribution model of last touch, if an opportunity for an account comes from two separate campaigns, the account will be tied to the most recent campaign. Therefore, the opportunity cannot be attributed to two campaigns, but only one campaign. 

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For more information about our campaign performance reporting or configuring your reports, please visit the following articles. 

Campaign Insights Dashboard