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Creating Campaign Attribution Reports

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Forest Myers
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By default, campaigns attribute all the credit for a conversion to a single campaign. SharpSpring allows for multi-touch attribution, which provides a way to distribute the attribution across several campaigns, and to apply models for how that credit is applied.

In addition, multi-touch attribution captures every single instance of a user interacting with a campaign. Multi-touch attribution is beneficial for when you interact with several touch-points in a campaign. Those interactions likely contribute to whether or not you decide to convert to a lead or customer.

This article will detail how to capture that information and use it to create custom campaign attribution reports.


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Creating Reports

Campaign attribution information is best displayed through a custom report. This information will be broken down by various metrics, such as conversion goals or attribution methods. To create these reports, you will need to use the specific campaign report widget.

To create campaign attribution reports, do the following:

  1. Click Marketing > Reports > Custom Reports in SharpSpring's top toolbar.
  2. Create or edit a custom report. 
  3. Click  plus2.png  Widgets in the toolbar.
  4. Drag-and-drop the Conversions by Campaign widget onto the canvas.
  5. Click the widget.
  6. Select one of the following conversion goals from the Conversion Goal drop-down menu:
       •   Leads Created
       •   Leads Qualified
       •   Opps Created

       •   Opps Lost
       •   Opps Won
       •   Revenue
  7. Select one of the following chart types from the Chart Type drop-down menu:
       •   Column
       •   Donut

      
  8. Optionally, click the Respect page level filters checkbox.
  9. Select the desired starting and ending dates from the Date Range menu.
  10. Select one of the following models from the Attribution Model drop-down menu:
       •   First Touch
       •   Last Touch
       •   Linear

       •   Primary
       •   Time Decay
       •   U-Shaped
  11. Select the desired sales pipeline from the Pipeline drop-down menu.
  12. Click Save.
  


Click to enlarge.
 
Note: Click Reset Filters to reset all filter data to their default states.
 


Creating Comprehensive Reports

The campaign attribution widget is, in many ways, several widgets in one. It combines the information gathered from conversion goals and attribution methods to provide a comprehensive snapshot of how well your campaigns are performing. That said, when you set the widget in a report, you can display a maximum of one event and attribution.

However, you can utilize the widget multiple times in a single report to better display how one campaign performs when compared to another. By setting your reports to have six conversion event displays and six attribution displays, you can show a complete picture when comparing campaigns.

Consider a large report with twelve versions of the widget, where each individual widget is dedicated to a different event or attribution. Or, if you would prefer a smaller report, consider two reports, with each using six versions of the widget that are dedicated to either events or attributions.

Regardless of how you configure these reports, be sure to compare them to similarly configured campaign reports. Otherwise, you might not be able to correctly determine which campaign is performing better.

For more information on creating custom reports, refer to Using Custom Reports.


Using Conversion Funnels

Conversion funnels allow you to track conversion goals, which enhances your custom report to show which goals are driving sales. This, in turn, can help you to better understand your marketing materials' impact.

To build funnels in custom reports, do the following:

  1. Click Marketing > Reports > Custom Reports in SharpSpring's top toolbar.
  2. Create or edit a custom report. 
  3. Click  plus2.png  Widgets in the toolbar.
  4. Drag-and-drop the Conversion Funnel widget onto the canvas.
  5. Click the widget.
  6. Select one of the following conversion goals from the Top Funnel Event drop-down menu:

       •   Leads Created
       •   Leads Qualified
       •   Opps Created

       •   Opps Lost
       •   Opps Won
        •   Custom Goals
  7. Select the desired starting and ending dates from the Date Range menu.
  8. Select the desired users or user tags from the Users and User Tags drop-down menu.
  9. Select the desired pipeline from the Pipeline drop-down menu.
  10. Select the desired campaign from the Campaigns drop-down menu.
  11. Select one of the following from the Contact Tags drop-down menu:

       •   First Touch
       •   Last Touch

    		  
  12. Optionally, click the Respect page level filters checkbox.
  13. Click + Goal in the Conversion Funnel menu.
  14. Select the desired conversion goal.
  15. Add additional goals as necessary.
  16. Click Save.
   Click to enlarge.
 
Note: Click Reset Filters to reset all filter data to their default states.
 
Note: A conversion funnel can have a maximum of six conversion goals.
 
Note: Click  12close.png  Remove to remove an added conversion goal from the conversion funnel.
 


Building Sensible Funnels

While you can build conversion funnels in many different ways, it is imperative that you build them in a way that makes sense. When building a conversion funnel, consider the top of the funnel as the first step. Every step thereafter has to be sequential, or the lead or opportunity will not be counted.



Correct Funnel Sequence Example

Consider the following funnel sequence, in order from the initial goal to the final goal:

  1. Lead created between July 1st, 2020 and July 31st, 2020
  2. Webinar sign up via form (custom goal)
  3. Demonstration scheduled (custom goal)
  4. Opportunity created
  5. Demonstration attended (custom goal)
  6. Opportunity won

This sequence follows a logical progression. The lead is initially created during the set date. The lead then signs up for a webinar by way of filling out a form. After viewing the webinar, the lead schedules a demonstration. At this point, the lead becomes associated with an open opportunity. The lead then attends the demonstration. Finally, the lead is converted, and the opportunity is changed to closed-won.

   CorrectFunnel.png

If the lead's Life of the Lead follows those events in order, then they will be included in each step of the funnel. There are, of course, other events that could happen along this lead's particular Life of the Lead, but the funnel is focusing on these six goals. The point of conversion goals is to highlight important events that you want to target and track. 



Incorrect Funnel Sequence Example

Conversely, if you build a funnel that does not follow a logical, natural progression, then the funnel will not function as intended.

Consider an incorrect version of the previous funnel, again in order from the initial goal to the final goal:

  1. Lead created between July 1st, 2020 and July 31st, 2020
  2. Webinar sign up via form (custom goal)
  3. Demonstration scheduled (custom goal)
  4. Lead created
  5. Demonstration attended (custom goal)
  6. Opportunity won
   IncorrectFunnel.png

In this funnel, the sequence correctly goes through the lead creation, webinar form, and demonstration scheduling goals. However, the fourth goal would disrupt the funnel entirely. This due to a few reasons, such as how the lead creation goal was already used. Even if the lead creation goal were not used at the start of the funnel, using it at where it is that far down the funnel would disqualify results. The opportunity creation goal is what would be needed between certain events, such as demonstrations, and setting an opportunity as closed-won.

Even one misplaced conversion goal in a funnel will yield inaccurate or incomplete results. Make sure that your conversion funnels follow a logical progression.


Understanding System Conversion Events

For attribution reports, you can display information on certain conversion events. These represent key actions or events that occur during the course of an opportunity's business cycle.

The available default system conversion events are as follows:

  Event   Description  
 

Lead Created


A person you are looking to close an opportunity with is created in your instance.

  
 

Lead Qualified


A lead that has met the criteria to be engaged for products or services.

  
 

Opportunity
Created


A potential sale that progresses through a funnel is created in your instance.

  
 

Opportunity
Closed Won


A sales opportunity that no longer has a chance to result in a sale.

  
 

Opportunity
Closed Lost


A sales opportunity that has resulted in a successful sale and generated revenue.

  
 

Revenue


The income that your business generates from performing different services. 

  

 


Understanding Attribution Models

Campaigns are unique. The manner in which leads interact with them will also vary greatly. The campaign widget provides several different types of models that let you distribute your attribution in various ways.

The available models are as follows:

Model   Description   Visual
Primary









The attribution method of primary campaigns.

Be aware that this is a legacy attribution method, and it is set through the Contact Record.

  


Click to enlarge.
First Touch









Gives all attribution to the first campaign interaction within the interaction window.

  


Click to enlarge.
Last Touch









Gives all attribution to the last campaign interaction within the interaction window.

  


Click to enlarge.
Linear









Distributes the attribution equally across all interactions within the interaction window.

  


Click to enlarge.
Time Decay









Attributes more value to interactions that occurred more recently.

Older interactions will be discounted at an exponential rate, based on the specified time decay length.

  


Click to enlarge.
U-Shaped









Combines the concepts of First Touch, Last Touch, and Linear.

For the U-Shaped model, First Touch and Last Touch interactions are given 40% of the attribution. All remaining credit is distributed evenly across the remaining interactions.

  


Click to enlarge.

 


Exporting Report Data

You have options when exporting custom report data. Custom reports can export the entirety of their data, or they can export data from individual widgets. 



Exporting Entire Reports

Once a customized report has been configured and saved, it can be exported as a .PDF file. To export customized reports, do the following:

  1. Navigate to the Custom Report Editor.
  2. Ensure that you have a saved customized report.
  3. Click  list2.png  Saved Reports in the toolbar.
  4. Open the desired customized report.
  5. Set filters as desired if they were not previously set.
  6. Click  12more.png  Options > Export.
  7. In the browser tab that opens, review the .PDF file.
  8. Save the customized report .PDF file to your local machine.
Different web browsers or .PDF viewing programs have different means of saving, downloading, or printing a .PDF file. Refer to their help documentation for more information.		  
Click to enlarge.
   
 
Note: The export file will be downloaded to your web browser's file download location. 
     



Exporting Widget Data

You can export data from individual widgets. Exported data will be saved to your computer as a .CSV file. To export widget data, do the following:

  1. Navigate to the Custom Report Editor. 
  2. Create or edit a customized report.
  3. Add a widget.
  4. Set filters as desired if they were not previously set.
  5. Click  download.png  Export .CSV in the added widget.
  6. Click Export Manager in the information box that appears.
  7. Click the exported customized report widget file.
  8. Open the downloaded .CSV customized report widget file. 

Be aware that exported widget data will only cover that widget, and not the customized report as a whole. 

  
Click to enlarge.
   
 
Note: The export file will be downloaded to your web browser's file download location. 
   
 
Note: The information box will not disappear until it is closed or you click the Export Manager link.
     


Reports as Dashboard Displays

Created reports can be saved to display as individual dashboards on the Launchpad. These then can be set to be what you see when you first log in to SharpSpring during a given day. 

Additionally, you can share your customized dashboards. They are shared through Cloud Dashboards, which are preset displays that are broadcasted to external monitors or televisions. Shared dashboards can be accessed via URLs that are unique for each individual dashboards.

Refer to Launchpad Overview for more information on setting and sharing report dashboards through the Launchpad.

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