Salesforce Opportunity: Primary Campaign Source, Opportunity Contact Role and Campaign Influence

Opportunity Created from Lead Conversion

Out-of-the-box Salesforce behavior during Lead Conversion (when creating a new Opportunity) is:

Primary Campaign Source
If the Lead is a member of one or more campaigns, Salesforce populates the Opportunity's Primary Campaign Source with the campaign most recently associated with the Lead, no matter what the Campaign detail or Campaign Member status.

Opportunity Contact Role (OCR)

Salesforce automatically creates the converted Contact and associates it to the new Opportunity as an Opportunity Contact Role (marked as the Primary).

Campaign Influence

Campaign Influence relies on both Campaign Membership and Opportunity Contact Roles. When the converted Contact has campaign memberships and is related to the Opportunity through an OCR, Salesforce creates Campaign Influence records according to auto-association rules and model settings. But it only shows in the Campaign Influence related list for the Default Model.

Opportunity Created from Opportunity tab or from Account record

Primary Campaign Source

Blank by default. Salesforce does not automatically populate it because there is no Lead conversion context.

Opportunity Contact Role (OCR)

No OCR is created automatically. The user must manually add one or more Contact Roles.

Campaign Influence

• No Campaign Influence records are created initially.
• Campaign Influence can only be generated after:
• A Contact is added as an OCR, and
• That Contact is a member of one or more Campaigns, and
• The Campaign Influence model criteria are met.

Opportunity Created from a Contact Record

Primary Campaign Source

Salesforce automatically populates the Primary Campaign Source with the most recently associated Campaign of that Contact. Users can see and can change the value before creating the Opportunity.

 

Opportunity Contact Role (OCR)

Salesforce automatically adds that Contact to the Opportunity as an OCR.

Campaign Influence

If the Contact is a Campaign Member, Campaign Influence records will be created automatically according to the enabled influence model(s).

Enabling Customizable Campaign Influence

When enabling Customizable Campaign Influence, the Auto-Association Rules are enabled with the Time Frame of X days. Salesforce will evaluate existing opportunities and create Campaign Influence records for historical opportunities, including closed opportunities, as long as they meet the criteria:

• The Opportunity must have at least one Opportunity Contact Role (OCR).
• The Contact in the OCR must be a Campaign Member.
• The Campaign Member engagement date must fall within x days before the Opportunity Created Date.

After enabling Campaign Influence, Salesforce does not necessarily create all historical influence records immediately. Background processing evaluates opportunities and campaign memberships and creates influence records for qualifying opportunities.

Also note that Primary Campaign Source is not backfilled by Customizable Campaign Influence; the existing opportunities may receive Campaign Influence records, but the Opportunity's Primary Campaign Source field remains whatever value it already has (or blank if never populated).