Giving Attribution Credit to Tasks and Events

Background Information

The only time Full Circle is “triggered” off a task or event is through Invocable Reactivation. Invocable Reactivation utilizes a flow and is triggered when a specific task or event occurs. Based on the criteria set in your configuration, it then looks back to see if there is a past campaign member that should be made active and tracked through a funnel. You can find more information on Invocable Reactivation here.

Invocable Reactivation is not a good solution if you are looking to track multiple events and tasks on a single lead or contact. This is because Invocable Reactivation reanimates a past campaign, and Full Circle only tracks one active funnel at a time. Let’s say Sales activity reactivates a Marketing campaign. If the lead/contact is already being tracked in a funnel, Invocable Reactivation will not trigger, so no additional tracking will occur.

Rather than using Invocable Reactivation in this scenario, you can instead build a different flow that recognizes specific events and tasks. When these events and tasks are created, the flow creates a campaign member for that lead/contact on a designated sales campaign(s).

This document gives an overview on how to build this flow, using an Event activity as an example. Before you begin, it’s important that you consider the following implications:

Implications to Consider

Using this flow will significantly increase the number of campaign members in your org.

• The more specific you can be in designating the type of event or task that triggers the flow, the better. In the example flow below, we use a defined value in the “Subject” field as a requirement to cause the flow to start. This keeps the flow from starting unless the “Subject” field contains this specific value, eliminating many other events from causing unnecessary Campaign Member creation.

If the sales campaign(s) used in this flow is not excluded from influence, this can bloat your Attribution reporting considerably.

• Because tasks and events are created often, it will appear that Sales is contributing a falsely inflated level of attribution influence relative to Marketing.

Questions to Ask Before Starting

Below are some questions to help you understand the above implications and, if needed, how to address them.

1. Can you accomplish your goal using the "Campaigns with Campaign Members" report type instead of the "Campaign Influence Detail w/Related Objects" (CRT) report type in Attribution Reporting?

• If yes, you'll need to exclude the sales campaign(s) used in the flow from Attribution. To do this, check the "Exclude From Campaign Influence" box on the campaign. Configure this exclusion in each of your Campaign Attribution models under "Advanced Configuration Options."
• If no, be sure to prepare reports that filter out the campaign(s) used in the flow to get a more accurate picture of influence without unnecessary Sales Campaign bloat.

2. If you don't want to include the campaign(s) in attribution, and if you never want to track a funnel on the campaign(s), should you set each Campaign Member's status to a non-responded value?

• If yes, campaign members with a non-responded status value will be considered "Not a Response," and will therefore not trigger Full Circle. They will not be included in any funnels or attribution reporting. They will, however, be viewable using the "Campaigns w/Campaign Members" report type. The Response Date will be blank, but you can use the Created Date on the Campaign Member as a reporting field.

3. Do you want the campaign(s) in the flow to qualify leads/contacts and track a funnel there?

• If not, set the "FCCRM Campaign Threshold" field on the campaign itself to -100. Doing this only ensures that the campaign will not qualify a lead or contact. The campaign will still show in Campaign Attribution unless the above "Exclude from Campaign Influence" is set.

4. If you do want the campaign(s) in the flow to qualify leads/contacts and you are using Nurture Timeout, do you want this campaign(s) to ignore Nurture Timeout?

• If yes, check the "Bypass Nurture Timeout" field on the campaign(s).
  

5. If a sales rep creates multiple tasks/events on the same lead or contact, do you need to account for all of them? If so, should there be a time period in which no campaign members are created?

• If you need to report on multiple tasks for the same lead/contact, be sure to check the "Repeat Responses Allowed" box on the campaign(s).
• If you need to set a timeframe where no repeat responses are allowed, set the “Repeat Response Timeout Segments” field on the campaign.
  Note: If you leave this field blank, the Default Timeout in your Full Circle configuration will be used.
  • Use case: A sales rep creates a task on a contact. That task triggers the flow and a campaign member is created. Two hours later, the rep creates a new task on the same contact. Should this new task also create a campaign member or should there be a timeout period between the creation of new campaign members?

You will also need to be sure that Repeat Responses is configured in the “Response Processing” section in Full Circle Configuration. The “Default Timeout” (in minutes) located on this configuration page will be overridden by the “Repeat Response Timeout Segment” on the campaign. The "Repeat Campaign Limit" found here is the number of repeats allowed.

6. Should these campaign members be eligible for reactivation?

• If no (recommended), check the "Exclude from Reactivation" checkbox on the campaign(s).

Building the Flow

Now that you've thought through all the considerations, it's time to build the flow. We strongly recommend that you build the flow in a sandbox first, then test thoroughly before implementing in your production environment.

Step 1: Create your Campaign(s)

• Ensure that the campaign is active
• Set your member statuses
• Update the fields on the campaign to match your answers to the questions above.

Step 2: Create the Flow (recommended: build & test in a Sandbox)

• In setup, type “Flow” into the quick find
• Click on “Flows”
• Click “New Flow”
• Select "Record-Triggered Flow"
• Configure as follows:
• Object: Event or Task
• Trigger the Flow When: A record is created
• Conditional Requirements: All Conditions Are Met (AND)
• Field: Subject
• Operator: Contains
• Value: Meeting Set
• Optimize the Flow for” Actions and Related Records
• Check the “Include a Run Asynchronously path to access an external system after the original transaction for the triggering record is successfully committed.
• Click "Done"
• Under "Run Asynchronously," click "+"
• Name your Decision
  Is there a Lead/Contact name?
• Next to "Outcome Order," double-click the "+"
  • Click into your first outcome and configure as follows:
    • Label: Name is Lead
    • Conditional Requirements to Execute Outcome: All Conditions are Met (AND)
    • Resource:
      • Click $Record Event
      • Click WhoID
    • Operator: Starts With
    • Value 00Q
  • Click into your second outcome
    • Label: Name Is Contact
    • Conditional Requirements to Execute Outcome: All Conditions are Met (AND)
    • Resource:
      • Click $Record Event
      • Click WhoID
    • Operator: Starts With
    • Value 003
    • Click "Done"
• Under the "Name is Lead" branch, click "+"
  • Select "Create Records"
  • Name your Element
  • How Many Records to Create: One
  • How to Set Up the Record Fields: Use separate resources and literal values
  • Object: Campaign Member
  • Set Field Values for the Campaign Member
    • Field: CampaignID
    • Value: Add the ID to the Campaign to which you want to add the Lead
  • Click "Add Field"
    • Field: LeadID
    • Value: {!$Record.WhoID}
  • Click "Add Field"
    • Field: Status
    • Value: Responded
      Note: The value here is based on the member status marked as Responded on the campaign itself. Your values may differ.
    • Click "Done"
• Under the "Name is Contact" branch, click "+"
  • Select "Create Records

Notes Before Continuing:

You can add additional fields here to automatically populate on the Campaign Members during creation. Those listed above are mandatory. All others are optional.

If you chose to not have any campaign members created from this flow tracked in a funnel and excluded from attribution, set the value of the “Status” field to a value that is not considered responded (found in the Member Status section in the campaign).

Continue the Flow:

• Under the "Name is Contact" branch, click "+"
  • Select "Create Records"
  • Name your Element
  • How Many Records to Create: One
  • How to Set the Record Fields: Use separate resources and literal values
  • Object: Campaign Member
    • Field: CampaignID
    • Value: Add the ID to the Campaign to which you want to add the Contact
  • Click "Add Field"
    • Field: ContactID
    • Value: {!$Record.WhoID}
  • Click "Add Field"
    • Field: Status
    • Value: Responded
      Note: The value here is based on the member status marked as Responded on the campaign itself. Your values may differ.
    • Click "Done"

Notes Before Moving Forward:

You can add additional fields here to automatically populate on the Campaign Members during creation. Those listed above are mandatory. All others are optional.

If you chose to not have any campaign members created from this flow tracked in a funnel and excluded from attribution, set the value of the “Status” field to a value that is not considered responded (found in the Member Status section in the campaign).

Final Steps:

• Save and name your flow
• Click "Activate"
• Test to ensure your flow is working as expected
  Remember: The flow is built to run asynchronously, so campaign records may not always be created instantly