First, Last, and Primary Campaign Definitions
Full Circle Insights has two products for Campaign Attribution:
- Campaign Attribution (Standalone)
- Response Management Campaign Attribution
There are a few differences between the products due to the additional data available when combined with the Response Management features, for example, a contact must be associated with an opportunity when using Response Management in active mode.
When using the term response in our definitions, we are referring to a campaign member with a member status value configured as ‘responded’. The campaign is the campaign that response is associated with. Note: from a technical perspective a Response is a campaign member in Salesforce with a member status that is configured with the HasResponded flag as true. This can be configured in Salesforce by using the Advanced Settings on any Campaign.
Functional Comparison
|
Campaign Attribution (Standalone) |
Response Management Campaign Attribution |
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|---|---|---|
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When are the campaign touches calculated? |
Calculated at the time of the database build/rebuild (scheduled nightly and on demand). |
Calculated at the time of opportunity creation and written into fields on the Opportunity. |
|
First Touch Campaign |
The first response on any person linked to the opportunity depending on the model: if opportunity based, the first response on any of the contact roles. If account based, the earliest response on any lead/contact linked to the account on the opportunity. Depending on configurations, this is within a certain timeframe and will ignore older responses. |
The first response of the person the opportunity was created from. Weighting is done based on the field “First Touch Campaign” on the opportunity. |
|
Last Touch Campaign |
The most recent response at the time the opportunity was created. Depending on the model: if opportunity based, the response of any of the contact roles. If account based, the response on any lead/contact linked to the account on the opportunity. |
This Last Touch Campaign is the last response on the contact the opportunity was created from prior to opportunity creation. (After the opportunity is created it does not continue to update.) This may be the same as Primary Campaign, but can be different if subsequent touches occurred after the Active response was created but before the opportunity was created. Weighting is done based on the field “Last Touch Campaign” on the opportunity. |
|
Primary Campaign |
The field that CA uses for weighting primary campaign is the "Primary Campaign Source" on the opportunity. This is generally the last touch prior to opportunity creation (if the opportunity was created from lead conversion or from a contact). If the opportunity was created by another method (from the account, from the opportunity tab, etc.) the "Primary Campaign Source" on the opportunity will be blank. Some organizations using Campaign Attribution (standalone) have workflows, processes, triggers, or manually update this field in which case it can be different than the last touch prior to opportunity creation. |
The active response of the person the opportunity was created from, at the time the opportunity was created. Weighting is done based on the "Primary Campaign Source" field on the opportunity. |
|
Tipping Point |
Not applicable here as there is no concept of ‘active’ response in CA. |
Not used in weighting. We define the tipping point campaign as the campaign on the active response, the response that enabled that Lead or Contact to reach an actionable status. A CID record may be set as “Tipping Point” if the Response ID matches the Opportunity Response ID. |
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