Creating Campaign Attribution Reports

By default, Lead Gen & CRM will attribute the credit for a conversion to a single campaign. However, there are other attribution models for you to choose from that are ideal for multi-touch campaigns. 

This provides you with a way to distribute attribution of a conversion across several campaigns and to apply models for how that credit is applied.

Multi-touch attribution is beneficial for when a customer interacts with several touch-points in a campaign. For example, if a potential customer sees an ad for your business on social media, later receives a marketing email from you, and finally visits your website directly where they complete a desired action or make a purchase, all touchpoints are owed some credit for the conversion because all interactions likely contributed to whether or not they decided to convert to a customer.

In this article, you’ll learn how to capture that information and use it to create custom campaign attribution reports.

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Article Contents

• Understanding Attribution Models
• Creating Reports
• Creating Comprehensive Reports
• Exporting Report Data
• Reports as Dashboard Displays

Available With:

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Users:

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Company Managers	✓
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Understanding Attribution Models

Campaigns are unique. The manner in which leads interact with them will also vary greatly. The Conversion by Campaign custom report widget provides several different types of models that let you distribute and record your attribution in various ways.

The available models are as follows:

Create a custom report to view and track one or more attribution models. 

Creating Reports

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

To build campaign attribution reports create a new, or edit an existing, custom report from the Analytics page in the left toolbar.

1. Click    Widgets in the toolbar.
2. Drag and drop the Conversions by Campaign widget onto the canvas.
   
   

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3. Double-click the name of the report, to update the name.
4. Click    Edit within the widget to open the Filters window. 
5. Select a Conversion Goal
   • Leads Created
   • Leads Qualified
   • Opps Created
   • Opps Lost
   • Opps Won
   • Revenue
6. Choose a Chart Type:

   • Donut   • Column

7. Select a Date Range for the widget. 
8. Under Attribution Model, select one of the attribution models.
   
   
   Note: To track more than one attribution model simply drag-and-drop more Conversion by Campaign widgets onto the canvas.
9. Select a Pipeline for the widget. 
10. Select the Campaign(s) you want to track with this widget, in the Campaign field.  
    
    

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11. Select any Campaign Tag(s) you want to track with this widget in the Campaign Tags field. 
12. Decide if you’d like to Respect page-level filters for this widget or if you want this widget isolated from page-level filters. 
13. Click Save
    
    

    Click to enlarge.

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.

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, ensure that you have a saved customized report and navigate to the Custom Report Editor.

1. Click    Saved Reports in the toolbar.
2. Open the desired customized report.
   
   
   Note: Set filters as desired if they were not previously set.
3. Click    Options > Export PDF.
   
   

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4. Review the .PDF file in the browser tab that opens. 
5. Save the customized report .PDF file to your local machine.
   
   
   Note: The export file will be downloaded to your web browser's file download location.
   
   

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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.

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, create or edit a customized report.

1. Click    Widgets in the toolbar.
2. Add any needed widgets to the canvas. 
3. Set filters as desired if they were not previously set.
4. Click    Options > View.
   
   

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5. Hover over the widget and click    Export .CSV.
6. Click Export Manager in the information box that appears.
   
   

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   Note: The information box will not disappear until it is closed or you click the Export Manager link.
   
   
7. Click the exported customized report widget file to download it to your computer. 
   
   
   Note: The export file will be downloaded to your web browser's file download location.Be aware that exported widget data will only cover that widget and not the customized report as a whole.

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 Lead Gen & CRM 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 dashboard.

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