Salesforce: Campaign Influence Models

This blog refers to customizable campaign influence and continues from the previous blog: Campaign Influence with Primary Campaign Source Model. 

Record Preference in the Campaign Influence Model settings has 2 options: "All Records" and "Records with >0% Attribution". What does this mean?

1. All Records: the campaign influenced records will be created no matter what the influenced % is. 
2. Records with >0% Attribution: the campaign influenced records will only be created when the influenced is more than 0%. 

For custom model, the option is only "All Records".

1. Primary Campaign Source 

Primary Campaign Source field on Opportunity, plus the Opportunity Contact Role that matches the Auto-Assignment rules and Time Frame days.

• Campaign Influence from the Primary Campaign Source field will get 100% influence
• Campaign Influence from the Opportunity Contact Roles will get 0% influence

2. First Touch

This model is only available if you have MCAE implemented. This comes from the First Campaign Member Created Date. Influence of 100% is given to one campaign.

3. Last Touch

This model is only available if you have MCAE implemented. This comes from the Latest Campaign Member Last Modified Date. Influence of 100% is given to one campaign. 

Any edit on the campaign member (sync, job, status change) will move the influence, so it may reflect the system activity rather than campaign member engagement.

4. Even Distribution 

This model is only available if you have MCAE implemented. All eligible campaigns will get an equal split of influence (100% ÷ number of campaigns).

Treats an email click the same as an event; credit dilutes as touches grow. 

Salesforce: Campaign Influence with Primary Campaign Source Model

Primary Campaign Source Model (or Salesforce Model) is the only OOTB available model in the customizable campaign influence if you do not have MCAE/Pardot, but you can create your own model as explained here.

How does the system add a campaign as Campaign Influence?

There are 2 sources of data that create Campaign Influence records for the Primary Campaign Source Model:

1. Primary Campaign Source

When the Primary Campaign Source field is populated in the Opportunity, it will be auto-added as Campaign Influence, even if it does not fit the Auto-Association rules. The Influence % will always be 100%.

Changing the Primary Campaign Source will set the previous campaign to 0% and the new Campaign to 100% influence. The same applies if you remove the Primary Campaign Source from the Opportunity; it will be set to 0%, but make sure the Record Preference is set to "All Records" in the model setting.

2. Opportunity Contact Role

The Contact added to the Opportunity Contact Role must fit both Auto-Association rules and the Campaign Influence Time Frame. The Record Preference on the Campaign Influence Model Setup must be set to "All Records"; the Influence % will be 0%. 

If you set Record Preference to "Records with >0% Attribution", the Campaign Influence record will not be created, as it is 0% influence.

So, if the Opportunity has Primary Campaign Source and Opportunity Contact Role that are linked to different Campaigns, all Campaigns will be added as Campaign Influence. The same applies if the Contact in Opportunity Contact Role links to multiple campaigns that fit the auto-association rules and time frame; all Campaigns will be added as Campaign Influence. They can be from the same or different contacts in the Opportunity Contact Role.

If the Campaign in the Primary Campaign Source is the same Campaign from the Opportunity Contact Role, only 1 Campaign Influence record will be created with 100% influence.

Time Frame Days

As per Salesforce's article, the time frame days for auto-association are based on 

(Opportunity created date - Campaign Member created date (First Associated Date)) should be less than the Time Frame.

Example: We set the time frame to 365 days.

• Opportunity created date (September 15, 2024) - Campaign Member created date (December 10, 2024) =  -86. -86 is less than 365 (time frame days), so the Campaign is considered influential to the Opportunity. 
• Opportunity created date (September 15, 2024) - Campaign Member created date (December 10, 2022) =  645. 645 is more than 365 (time frame days), so the Campaign is not considered influential to the Opportunity.

Based on the above definition, any contact added to the Opportunity Contact Role and also added to a Campaign after the Opportunity is created will be considered for Campaign Influence (assuming it fits the Auto-Association rules).

Summary:

• The count of Campaign Influence with this model is usually higher than the count of Opportunities with Primary Campaign Source; the Campaign Influence records may be created from the Opportunity Contact Role. 

My testing results in a Dev Edition org:

• Campaign Active status does not affect Campaign Influence.
• Opportunity Open/Closed status does not affect Campaign Influence.

However, in the Campaign Influence implementation guide, it mentions:

• "Influence models scan active campaigns to identify members who are also assigned a contact role on an open opportunity"
• "After an opportunity’s stage is closed (won or lost), influence records are no longer created"

So not sure why my dev org behaves differently from the implementation guide:

Reference:

• Understanding the Salesforce Campaign Influence Time Frame
• Salesforce Platform: Implement Custom Campaign Influence Models with Apex Triggers
• Campaign Influence implementation guide

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

Opportunity Created from Lead Conversion

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

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 Primary and without a role).

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).