Configuring Campaign Attribution Settings

Contacts interact with businesses in various ways. Some of those interactions are associated with campaigns or business initiatives.  

These interactions often are meant to convert leads. It is essential to understand where those conversions are coming from, as well as which campaigns are diving them.

This article will detail how to configure campaign attribution settings.

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Article Contents

• Selecting Default Models
• Setting Time Decay Rates
• Determining Attribution Windows
• Repeating Attributions

Available With:

Trial	✓
Essential	✓
Advanced	✓
Ultimate	✓

Toolbar:

Campaigns

Users:

Administrators	✓
Company Managers	✓
Marketing Managers	✓
Sales Managers
Salespersons
Jr. Salespersons

Selecting Default Models

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

To select a default attribution model for all campaigns, do the following:

1. Click Campaigns > Campaigns in the left toolbar.
2. Click the Settings tab. 
3. Locate the Default Attribution Model section.
4. Select one of the available attribution models.
5. Click Save Changes.

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Attribution Models 

The available models are as follows:

Setting Time Decay Rates

This setting determines the amount of time allotted before attribution decays. Attribution will decay exponentially, based on the decay rate. Lead Gen & CRM recommends this setting be twice the length of your average sales cycle.

To set time decay rates, do the following:

1. Click Campaigns > Campaigns in the left toolbar.
2. Click the Settings tab. 
3. Locate the Time Decay Rate section.
4. Enter the desired number of weeks in the Attribution decay rate number field.
5. Click Save Changes. 

Click to enlarge.

Determining Attribution Windows

These settings determine which campaign interactions should be included in campaign attribution reporting. These settings are based on a select window of time, as well as when any specific events occur.

Attribution window settings are wholly optional. They do not need to be enabled and configured for your campaigns to function.

To set attribution window timeframes, do the following: 

1. Click Campaigns > Campaigns in the left toolbar.
2. Click the Settings tab. 
3. Locate the Attribution Window section.
4. Click the Ignore campaign interactions checkbox.
5. Enter the desired number of weeks in the Ignore campaign interactions number field.
6. Click the and stop considering interactions after checkbox.
7. Select one of the following options from the and stop considering drop-down menu:
   
      •   A lead is created
      •   A lead is qualified
      •   A opportunity is created
8. Click Save Changes. 

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Repeating Attributions

This setting limits overall attribution reporting. There may come a time when you have many active opportunities. A customer may interact with several of them. This setting will limit those interactions to the ones that are contributing to the most recent opportunity.

Repeat sales attribution settings are wholly optional. They do not need to be enabled for your campaigns to function.

To limit repeat attribution reporting, do the following:

1. Click Campaigns > Campaigns in the left toolbar.
2. Click the Settings tab. 
3. Locate the Repeat Sales Attributions section.
4. Click the Only consider interactions checkbox.
5. Click Save Changes. 

Click to enlarge.