First and Last Touch Logic

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Overview

This document will show you how Full Circle Campaign Influence Models identify the First and Last Touch Campaigns. Depending on how you configure your influence models, these Campaigns may receive additional weighting.

First and Last Touch Campaigns are calculated during the Campaign Influence database rebuild. The output of these calculations is visible in the following ways:

On the Deal Explorer, after the initial database rebuild, in the Primary Marketing Touch Points
On the Campaign Influence Detail Record, where you'll find a checkbox indicating whether or not a response is the First or Last Touch for each model

First Touch Campaign

A number of factors go into identifying the First Touch Campaign. These factors are specific to the model, global settings, and exclusions.

Global Setting on Each Model

If Restrict First Touch Campaign by Date Filter is checked, the First Campaign Touch will be the earliest response that meets the date filter settings. When it's unchecked, the earliest response is selected independent of any date filter settings.

Note: If a response is a first touch response that is outside of the date filter range, and we are not restricting first touch by date range, that first touch response will be not only given any first touch weight, it will be fully evaluated as if it were within the date range. Thus, if that response qualifies for points under contact role weighting, it will be given those as well even though it is outside of the date filter range.

Contact Role Model First Touch Logic

The earliest response for all contact roles (including those with no label), before opportunity create date/time.

Earliest Response for All Contact Roles (including those with no label)

Respect any exclusions:
- Campaign Type exclusion. Account Model First Touch Logic

Earliest response for anyone at the account and contact roles.
Respect any exclusions:
- Campaign Type exclusion.

Hybrid Model First Touch Logic

Earliest response for anyone at the account and contact roles or lead if leads are part of the model.
Respect any exclusions:
- Attribution for accounts Contacts Only setting (if set)
- Contact Exclusion field
- Campaign Type exclusion

Last Touch Campaign

A number of factors go into identifying the Last Touch Campaign. These factors are specific to the model, global settings, and exclusions.

Global Criteria

The Last Touch Campaign will be the campaign of the latest response before opportunity create date. The selection of Last Touch is subject to exclusions such as:

Response date meets date filter settings
Response date is less than or equal to the opportunity's created date
Not associated with a campaign with an excluded Campaign Type
Excluded by contact role

If exclusions do not apply, Last Touch will still be listed, even if it has been assigned no weighting.

Note: Because First Touch can bypass date-range exclusions, it is possible for an opportunity to have a First Touch Campaign without a Last Touch Campaign.

Contact Role Model Last Touch Logic

The latest response for all contact roles (including those with no label), before opportunity create date/time.

Account Model Last Touch Logic

The latest response from anyone in an account or contact role, prior to opportunity create date/time.

Hybrid Model Last Touch Logic

The latest response for anyone at the account and contact roles or lead (if leads are part of the model), before opportunity create date/time.

Respects additional exclusions:
• Attribution for accounts Contacts Only setting if set.

About Date Ranges

First and Last Touch Campaigns take into account dates (such as the Opportunity Create Date) and date ranges (as for model date filters).

The Campaign Member response date uses the calculated Response Date field from the Campaign Influence Detail record.
Note: Depending on your org, this may not necessarily be the Campaign Member First Responded Date field.

Full Circle is designed to enable you to manage response dates. The software looks at these dates from a number of different perspectives, in a strict hierarchy, in order to derive the Response Date. That hierarchy is as follows:

Response Date Field Hierarchy

Alternate Response Date (FCI_Alternate_Response_Date__c) on the campaign member is populated. This is a custom date/time field (may be a formula) that you can create that Campaign Influence will evaluate. Used to override First Responded Date.
Response Date (FCCI__FCR_Response_Date__c) on the campaign member is populated. This is the build-in override date/time field that you can set use to override the First Responded Date field.
If first responded date is the same as the created date – then created date/time (because first responded is just a date and created date is a date/time field)
In all other cases, Response Date will be First Responded Date 000GMT

Deal Explorer Calculations and First/Last Touch Campaigns

All influence calculations on the Deal Explorer are real-time calculations, with the exception of the calculated First and Last Touch Campaigns. First and Last touch campaigns are weighted as described above.