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Full Circle Insights

Configuring Attribution Models

Overview

Full Circle Campaign Attribution supports running up to 3 model configurations simultaneously that you can edit or add additional models based on your business needs

Learn the basic functionality of your model settings so you can make decisions around how to set up and configure your model types.

Manage Models

You can access model settings from the Main Configuration page, Configure Models section.

The figure below shows the interface for managing your model configurations.

 

 

 

 

 

 

  • The Edit button can be used to edit the model configurations.
  • The Display Order column indicates which models are active, and for active configurations which fields are being used to store their data. Having an assigned model number in the Display Order column indicates an active model.
  • Campaign Attribution data is stored on a custom object called Campaign Attribution Detail. This object has three data-set fields for each model. The choice you select by your active configurations, Model 1, Model 2 or Model 3, directly map to the fields on the Campaign Attribution Detail that will be populated when campaign Attribution is calculated.
  • The Delete column can be used to remove an unwanted model configuration.

Adding a New Model Configuration 

To add a new model configuration, select the model you would like to use and click Create button. You will create a Label that will appear in your Manage Models list. From there you can Select >Edit  to begin creating the configuration.  

General Configuration

 

 

 

 

Label

This configuration field specifies the Label that will appear on the Manage Custom Models section of the main tab. The Label is displayed in the Deal Explorer under Attribution Metrics.

Currency Field

Choices for this field include: 

  • Amount -The attribution model attributes value to campaigns based off the standard Amount field on the Opportunity.
  • Expected Amount - This setting lets you select a different Opportunity amount (currency field) for the attribution model to use in order to attribute value to campaigns.

Days to Filter

You can specify the number of days back the model should search in the Search Days field.

Note: All responses that come in after the create date but before the closed date of the Opportunity will be counted regardless of this setting.

Examples:

  • If you select 100 days before the Opportunity create date, responses will be considered influential from 100 days before Opportunity create date through the Opportunity close date.
  • If you select 100 days before the Opportunity close date, if the Opportunity close date is pushed out, responses may fall out of the attribution model.

Date filters can be configured from the Model Configuration page. This setting tells the model what time frame to consider, when determining if responses related to an Opportunity are influential.

By default, all models search for responses based on Opportunity create date. It is possible to configure the model to search for responses in relation to the Opportunity close date instead. To do so, go to Advanced Configuration Settings for the model, and choose Use Opportunity Close Date for Date Filter.


Contact Type Weighting

 

 

 

Primary Contact Weight

This field is used to add additional weighting to responses associated with the contact role that is marked as primary.

Account Weight 

(Account model type only) This weighting will apply to all contacts at the account related to the Opportunity.

Other Contact Weight 

(Opportunity model type only) This weight applies to all responses for contact roles which are not marked primary.

Opportunity Contact Role Weighting

You can specify weights for individual Contact Role Labels.  You may have the option to attribute weight to a Contact Role without a Label. Contact Roles are created without a role Label if the Opportunity is created during lead conversion or off of a Contact record.

 

 

 

 

 

 

Campaign Touch Weighting

 

 

 

 

Specify weight attributed to campaigns related to responses that are considered First and Last Touch responses. You can also specify the weight attributed to the campaign set in the Opportunity’s Primary Campaign Source field. First and Last Touch are calculated by the system. 



Because Primary Campaign Source is a lookup on the Opportunity rather than being calculated by the system based on available responses, there are instances where it might be set to a campaign that doesn’t correspond to any responses. By default we do not capture any attribution for that campaign despite the Primary Campaign Source weight.

If Always Include Primary Campaign Weight is checked, we will create a Campaign Attribution Detail record for that campaign, but not specifically tie it to a response.

Also note, that if there are multiple responses found on the Opportunity that come from the Primary Campaign Source Campaign, then the weighting will be divided evenly among available responses.


Campaign and Campaign Member Field Weighting

Config Image 23.png

 

 

 

 

 

You can specify weights for specific field values on both the Campaign and Campaign Member objects.

Exclude Campaigns by Type

In some cases it makes sense to exclude specific campaign types from your attribution model. You can also exclude all but a certain type or types if you want to look at attribution for only a specific type of campaign. Select the campaign type you want excluded from attribution and move to the right (Exclude) column.

 

 

 

 

 

 

Responses from campaigns with types selected will not be calculated as influential, even if they would otherwise be considered influential (For example, if it is a Primary Campaign).

Exclude Opportunities by Type

This configuration setting allows you to exclude opportunities based on their type. Select the Opportunity type you want excluded from Attribution and move to the right (exclude) column.

 

 

 

 

 

Advanced Configuration Settings

 

 

 

 

 

 

 

 

 

 

Lead’s Account Field

(Account model type only) This setting specifies which lead field to use to determine a relationship between leads and accounts. Applicable fields will appear in the pick list automatically.

Lead Response Weight 

(Account model type only) This weighting will apply to all leads that are tied to the account associated with the Opportunity. The lead account relationship is configurable.

Campaign Exclude From Attribution Field

There may be campaigns that you want to exclude from attribution. That means that any responses they have generated will never be considered influential. To exclude campaigns, create a custom checkbox field and set to ‘checked’ for campaigns that should be excluded. This can be a regular checkbox field, or a formula checkbox field.

This setting allows you to select the custom campaign checkbox field the application should reference for determining campaign exclusion.

Contact Exclude From Attribution Field

There may be Contacts that you want to exclude from attribution. That means that any responses they have generated will never be considered influential. To exclude Contacts, create a custom checkbox field and set to ‘checked’ for Contacts that should be excluded. This can be a regular checkbox field, or a formula checkbox field.

This setting allows you to select the custom Contact checkbox field the application should reference for determining Contact exclusion.

Opportunity Exclude From Attribution Field

There may be Opportunities that you want to exclude from attribution that cannot be isolated by the Opportunity Type field. To exclude Opportunities, create a custom checkbox field and set to ‘checked’ for Opportunities that should be excluded. This can be a regular checkbox field, or a formula checkbox field.

This setting allows you to select the custom Opportunity checkbox field the application should reference for determining Opportunity exclusion.

Use Opportunity Close Date for Date Filter

By default the application looks for responses relative to the Opportunity create date.  By checking this box it will look for responses relative to the Opportunity close date instead.

Closed Date Cut-off

By default we include all responses after the create date while the Opportunity is still considered open, irrespective of the actual close date. However, if this option is checked we do not attribute attribution to any responses after the close date, even if the Opportunity is still open and the close date is in the past.

Restrict First Touch Campaign by Date Filter

When true, first touch calculations respect the days to filter date. When false, all available responses are considered for first touch.

Capture Zero Amount Attribution Details

By default, if the selected currency field has a null or zero value we do not capture attribution for that Opportunity. If this setting is checked we will capture attribution details even for zero or null amounts. Make sure that if you enable this option your reports should always reference the HasAttributionModelx__c field, where “x” is the model number, and the value for the field is True.  

Attribution for Account Contacts Only

(Account model type only) Contacts at any account can be added to opportunities as Opportunity contact roles. This setting specifies whether Attribution should be calculated for contacts that are not tied to the opportunity’s associated account.

Use Largest Role Weight

If a Contact is assigned more than one role, normally weighted role Labels are additive. If this setting is selected, we will use the largest weighted role for that Contact, rather than adding the weights together.

Require Response Date

Sometimes organizations have false values on the First Responded Date related to a Campaign Member.  For example – if you change a member status configuration to a response it will set that date as the First Responded Date instead of the date the member status was set.

For Example:

Imagine a case where members were added to a campaign a month ago with a member status of ‘Submitted Form’. You realize the error and update the setting. All of the members will have a First Responded Date set to the day you adjust the setting on the Campaign – not the date they were originally added with that status value.

Config Image 26.png

 

 

 

 

This is an issue if you are doing a lot of cleanup in your member status values and can effect whether or not a response is considered influential. So we created a way for you to set a custom field with the date we should consider instead of the First Responded Date.  This field is a Campaign member field called Response Date (API Name: FCI_Response_Date__c ). This can be set manually or with workflow depending on your use case.

Rather than locking you into one field or the other we have a field priority. By default we look at the Response Date (FCI_Response_Date__c) field for determining if a response is eligible for Attribution. If it is not populated we will defer to the campaign member created time if it is the same as the first responded date, if it is not the same then we will use the first responded date with a time of 0:0:0 GMT.

If the Require Respond Date setting is checked, we will not defer to standard fields and any response where the Response Date (FCI_Response_Date__c) is not set will not be included as influential.  You may wish to use this setting as a way to exclude responses from being considered influential. Doing so will require that you maintain this field moving onwards for all responses that should be influential.  

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