Full Circle Campaign Attribution creates Campaign Attribution Detail which store all of the Campaign Attribution data inside of Salesforce. For more information please see the article on the Campaign Attribution Data Model.
This model allows for a great deal of reporting flexibility, and we have showcased that in the supplemental report and dashboard package. This article will walk you through some of the different types of reports and point out things to consider or ideas to customize them to you better fit your business needs.
Reporting on Model Attribution
Based on your settings and model configuration, Full Circle Campaign Attribution will allocate a portion of revenue to each response. This can be thought of a way to quantify the relative impact of that response compared to other responses in the model.
Attribution Data will be populated into fields for Open, Won, Lost, and Total Attribution per model.
Model Attribution by Campaign Dimensions
This report shows the relative impact of different campaign types based on the model settings across all of my opportunities. Looking at Campaign Type tells you what high level channels have the most impact on deals.
This can be looked at by any campaign dimension, perhaps you break out your campaigns based on offline versus offline, or perhaps you are interested in seeing the relative impact of specific campaigns within a given type. For example you might choose to filter your report to only show conferences and then see which conferences had the most attribution.
Model Attribution by Campaign and Opportunity/Account Dimensions
Additionally, you may want to see the breakdown of campaigns or campaign dimensions based on an opportunity account dimension. We include reports that look at Campaign Type based on Industry, but you may want to look at it based on Market Segment, Opportunity Type, or some other dimension that is relevant to your business.
This can offer insight into the type of marketing mix that is effective for specific categories of opportunities.
Top Campaigns by Model Attribution
It can be useful to bubble up best performing campaigns based on their attribution. Consider modifying these too be more specific by looking at the top performing "Pre-Opportunity" campaigns, or campaigns which come in at a specific opportunity stage.
Attributed versus Total Revenue
An important set of metrics in the packages, and an important conceptual point to the data model is that the attributed revenue will generally be a subset of total revenue. This is because there will be opportunities which do not have any touches that are attributed revenue, the specific model settings including whether we look at account contacts, and how far back we look for touches can have a large impact on this.
For a given model, Total Revenue = Attributed Revenue + Un-attributed Revenue.
Reporting on Opportunity Metric Correlation
In a complicated B2B sales cycle, there is not typically a single causative connection between a specific touch and an outcome. Instead there are many touches that all play a role, using our data model we can understand how specific touches or types of touches correlate to specific opportunity metrics.
These metrics can be useful in understanding specific type of impact as opposed to the overall impact that is tied to the revenue numbers of the models. In fact, these metrics can help inform which criteria should be used when configuring a sophisticated weighted model.
In our reporting package we look at Deal Conversion based on Opportunity create to Opportunity Close and correlate that with touches based on type, we also include a metric component to show the overall conversion rate across all opportunities. So now we can see what the conversion rate for opportunities where there is atleast one attributed touch of a specific type, compared to the overall conversion rate.
We also include similar components for Velocity and Average Deal Size, but this can be expanded to any opportunity metric you are interested in. You can also filter so you are looking at specific opportunity types, or campaigns that came in during a specific time period.
Using Cross-Filters with Opportunity Metric Correlation
In the above section we show correlation between a given touch being attributed revenue and a specific opportunity metric such as conversion, sometimes it makes sense to see the inverse what was the conversion rate when there wasn't a specific touch present.
Unfortunately, because Cross-Filters require knowledge of the underlying values of fields we cannot include examples in the package but they can be very useful. In order to set one up you will want to use the Standard Opportunity report type and then add a Cross-Filter to exclude opportunities based on the presence of a Campaign Attribution Detail record of the specific type.
Additionally, only field on the Campaign Attribution Detail object can be used for these filters, so if you have a specific campaign dimension you want to filter for such as "Type" you may need to add a formula field to the Campaign Attribution Detail object that references the Campaign field you are interested in.
Reporting on Touch Volume
It can also be useful to understand the number of touches that happen during the buyers journey as well as which types happen at which point. Similar to the Opportunity Metric Correlation these do not rely on the weighted attribution calculations, but can be used to help determine how weighted models should be configured.
Average Number of Touches for Won versus Lost Opportunities
This report shows the average number of touches for Won opportunities versus Lost opportunities, additionally you might look at the number of touches based on opportunity type or based on market segment.
Number of Touches by Timing
We have two fields which are available to bucket responses based on when they occurred relative to Opportunity Create or Opportunity Close. This allows you to understand the number of touches, or proportion of touch types for during specific sections of the selling cycle.
Attribution data can be trended over time by bucketing based on Opportunity dates such as the create or close date. This can be useful to understand how your data is changing over time.
Average Number of Touches By Quarter
We have included a handful of trended components related to the average number of touches, however, you may want to look at some of the other reports and see the data over time. For example, it may be useful to look at the proportional share of touch types trended over time.
Salesforce uses Report Types to determine which objects and fields are available when creating a Report. Report Types can generally be broken into two categories Standard Report Types and Custom Report Types.
Standard Report Types
Standard Report appear for all objects that are available for reporting and include all fields available on the object. If a lookup relationship exists there will also be a Standard Report type that includes all fields of the primary object as well as all fields of the related object.
If multiple relationships exists on an Object, as is the case with the Campaign Attribution Detail Object, there will be a Standard Report Type for each relationship. However for a report to reference fields across multiple relationships a Custom Report Type must be used.
The reports and dashboard that comes with the Full Circle Campaign Attribution package are built using these Report Types.
For more flexible reporting capability we recommend installing the supplemental Report and Dashboards unmanaged package which includes the Full Circle Campaign Attribution Custom Report Type.
Custom Report Types
Custom Report Types can be created to manage the selection of fields available in a report and allows you to report on fields across multiple relationships. Unlike Standard Report Types, when a new custom field is added to an object it does not automatically become available in the Custom Report Type. For more information on how to manage Custom Report Types check out the Salesforce documentation on the feature here.
The supplemental unmanaged Report and Dashboard package will install a Custom Report type called "Full Circle Campaign Attribution" and a set of useful reports and dashboards based on that report type. It is recommended that this Report Type be updated to include any relevant custom fields and used as the primary report type when reporting on Attribution data.
It is recommended that the Custom Report Type "Full Circle Campaign Attribution" included in the Reports and Dashboard supplemental package be used as the primary report type when reporting on attribution data.
When reporting on the Campaign Attribution Detail object you will be able to report on Opportunity fields, but opportunities which have no attribution data will not be available within the report. Therefore, it can sometimes be useful to use the Standard Report Type for the Opportunity object if you want to compare an attribution metric to an overall Opportunity metric.