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Full Circle Insights

How Attribution is Calculated

Full Circle’s Campaign Attribution system is a very flexible tool for attributing opportunity value to campaigns based on mathematical attribution models that you can configure or even design. The system uses a point based weighting system that can be a bit confusing at first, but is really quite simple and effective. 

Ultimately, the goal is to allocate opportunity value to those responses that are associated with the opportunity, where a response is represented by the CampaignMember object. It’s up to the attribution model to determine which responses to consider in this allocation. Refer to the individual model documentation to find out which responses are evaluated for each opportunity. 

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To determine how much money to allocate to each response, the attribution model has a set of criteria or questions. For example: Is this a response on the primary contact of the opportunity? Was this the first or last touch response on the opportunity? You should choose or build an attribution model that evaluates the criteria that you care about. 

The attribution model evaluates each response against the criteria, and allocates points to the response every time it meets one. The number of points is configurable. For example: let’s say you configured a model to give a response 5 points if it is the originating response, 3 if it’s on the primary contact, 7 if it’s the first touch on the opportunity and 2 points if it’s the last touch on the opportunity. 

If a response was the last touch and on the primary contact, the response would be allocated 5 points, three because it’s on the primary contact, and 2 because it’s the last touch on the opportunity. 

This process, of testing each response and assigning points based on criteria, is repeated for every response. People often ask – how many points can you allocate for each criteria? The answer – as many or as few as you want. Why, you can even assign negative points – where if a response meets a certain criteria, you reduce its total points. 

Conceptually, it’s similar to what happened back when you were in school and a teacher assigned a possible score to an exam. Let’s say the test has a possible grade of 100, but it was a very hard test, so the highest score was a 48. If your teacher was cruel, she’d flunk the entire class because everyone did so poorly. But if your teacher decided that the test was too hard, she might grade on a curve, adjusting the top grade to match the actual scores. When a teacher grades on a curve, you don’t care about the actual score you get in the test – you only care what your score is in relation to the other students. 

We do much the same thing with the points that are allocated to each response. We weigh the allocation of opportunity value based on the total number of points that are allocated.

For example: Let’s say an opportunity is worth $1000. And your model allocates one point to response A, and 3 points to response B. The total number of points is 4. 

 

The opportunity value is allocated based on the points relative to the total number of points. Response A will be given 1⁄4 of the value, or $250, Response B, 3⁄4 of the value or $750. 

   

What if instead the model allocated 50 points to response A and 150 points to response B? The value allocation would remain the same. The total number of points doesn’t matter; all that matters is the proportion of points allocated to each response. 

By basing attribution calculations dynamically on the points you define, attribution models have enormous flexibility when it comes to assigning weights to different criteria.

When it comes to configuring an attribution model, just remember that the weight you assign to each criteria depends only on it’s relation to the total weight on all of the responses for the opportunity.

 

Whether you want to assign values from one to 10, or 1 to 100, or even include negative numbers, doesn’t matter at all.

Full Circle Campaign Attribution allows you to specify the weighting you wish based on your own experience and judgment, without any artificial limits, and without the stress of keeping track of distributing a fixed number of points. You can easily adjust models and iterate configurations to arrive at the weighting that makes the most sense for your organization. 

 

Note: In the standalone version of Campaign Attribution originating response criteria is unavailable, if following along with these examples it can be replaced with the Primary Campaign Source weight. 

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