Marketing Attribution Overview

1.1 What is Marketing Attribution?

• Marketing attribution is a statistical method that evaluates the contribution value of different touchpoints across various marketing channels in a customer journey during a specific time period, based on predefined logic rules.

• ShareCRM’s marketing attribution solution analyzes the impact of Campaigns on Opportunities and Sales Orders. It intelligently tracks customer marketing journeys using multiple attribution models (First Touch, Last Touch, Linear, and U-Shaped) to measure the influence of multi-touch Campaigns on Lead conversion, helping marketers accurately assess marketing ROI.

1.2 Why Do You Need Marketing Attribution?

• With shifting traffic dividends channels and rising customer acquisition costs, businesses need cost-effective conversion channels. Marketing departments now bear more sales-related KPIs, including Opportunity contribution metrics.

• Identifying high-efficiency acquisition methods, mapping revenue generation paths, and optimizing channel mixes have become critical priorities for marketing teams—especially for CMOs.

1.3 Marketing Attribution Use Cases

Identifying High-Performance Channels

Challenge: With numerous online ad channels, how to allocate limited budgets effectively?
Solution:
- Quantify channel performance by tracking each channel’s conversion contribution (Opportunities/Sales Orders generated) across the marketing funnel.
- Evaluate ROI to scientifically adjust budget allocation.

Measuring Team Performance

Challenge: If a company sets a $100M new sales target with 20% expected from marketing, how to assess departmental contributions?
Solution:
- Trace Opportunity/Sales Order origins to evaluate channel/team KPIs.
- Calculate performance contributions for fair incentive distribution.

Marketing Attribution Operations

2.1 Creating Attribution Rules

Access: CRM Backend > Admin > Business Rules > Campaign Management > Marketing Attribution
Note: This is a paid feature. Each tenant can configure only one rule set.

picture coming soon:

1. Basic Information

• Rule Name: Customizable

• Description: Optional

2. Trigger Conditions

Defines the conversion event to evaluate:

• Data Filters: Apply field-based conditions or select “All”.

3. Attribution Models

Rules assigning credit to touchpoints in conversion paths:

4. Auto-Association Settings

• Starting Point: Determines which touchpoint initiates attribution (e.g., Opportunity win vs. creation).

• Lookback Period: Time window (e.g., 90 days) from conversion to include relevant Campaigns.

• Campaign Scope: Filters based on Campaign object fields.

• Attribution Paths: System automatically links Campaigns via:

  1. Order/Opportunity → Account → Campaign Member → Campaign

  2. Order/Opportunity → Account → Contact → Campaign Member → Campaign

  3. Order/Opportunity → Account → Lead (conversion record) → Campaign Member → Campaign

  4. Order/Opportunity → Account → Contact → Lead → Campaign Member → Campaign

  5. Opportunity → Primary Lead → Campaign Member → Campaign

picture coming soon:
Example: Campaigns B, C, D fall within the lookback window; A and E are excluded.

2.2 How Attribution Works

picture coming soon:
Relies on Campaign, Opportunity/Order, and Campaign Contribution objects.

The system:
1. Links conversion objects (Opportunity/Order) to Accounts and Campaign Members.
2. Scans eligible Campaigns upon conversion and creates contribution records via API.

Campaign Object: Tracks influenced Opportunity counts.
picture coming soon:

Opportunity/Sales Order: Calculates Campaign contribution percentages.
picture coming soon:

Case Study

Scenario: Xiao Wang evaluates CRM solutions through multiple Campaigns over 90 days before purchasing ShareCRM.

picture coming soon:

Rules:
- Conversion event: Order creation (Jan 13–Apr 13, 2021 lookback).

Attribution Results by Model:
picture coming soon: