Implement Salesforce multi-touch attribution and see which marketing sources generate the highest value opportunities and deals.
Companies have access to tons of data to measure marketing effectiveness.
The challenge lies in attributing the impact of each marketing touchpoint to a sale or deal.
This is where multi-touch attribution comes in.
Multi-touch attribution helps businesses understand the contribution of each marketing channel down to the most granular level.
And when it’s integrated with Salesforce, you can gain increased visibility into what marketing sources are contributing the highest value leads, opps and deals for your business.
For this blog, we explore multi-touch attribution and how it works within Salesforce. Plus, share the best practices for implementing Salesforce multi touch attribution.
Here’s what you’ll learn:
💡 Pro Tip
Unlock the power of multi-touch attribution in Salesforce with Ruler Analytics. It goes beyond traditional multi-touch attribution that relies on click-path data and uses statistical machine learning (MMM) to track your invisible touchpoints.
Book a demo to find out more
Multi-touch attribution is a marketing technique that is used to better understand how multiple touchpoints and channels contribute to your full customer journey. It allows you to assign credit to touchpoints and get a quantifiable view of how your marketing efforts impact your bottom line.
Related: Read the full guide to multi-touch attribution
Wondering why Salesforce users need multi-touch attribution? Well, it’s simple.
While Salesforce is a great CRM choice for managing, processing and nurturing leads, it has very limited data.
Opening up your Salesforce CRM to multi-touch attribution means you can get more data on your leads and link all of your touchpoints to meaningful actions.
Multi-touch attribution isn’t pre-built into Salesforce, so it does require an integration with a secondary tool to achieve.
But, without this integration, you’d be missing key data.
Salesforce does have options when it comes to finding and storing lead source data.
But more often than not, it’s inaccurate.
You can populate your Salesforce lead source by:
For those capturing form submissions, web to lead forms are a good start, but ‘web’ as a lead source is pretty broad.
Related: Complete guide to Salesforce web to lead forms.
And remember, form submissions are just one way for users to convert. What about phone calls or live chat conversations? What you’re left with is a low-quality process for capturing lead data that leaves you in the dark on what’s working and what isn’t.
Related: What is Salesforce campaign influence
Even if you can use web to lead forms or assign some semblance of truth to your data when it comes to lead source, you’re going to run into another problem.
Salesforce can only attribute leads to one source.
Related: How to track original lead source in Salesforce
Let us run you through a customer journey example to explain.
Sara visits your site for the first time after seeing a PPC ad and clicking on it.
She browses your content but leaves shortly after.
She returns a few days later via a paid Facebook session. Again, she leaves with no further action.
Later, Sara returns to your website via an organic session and she fills in a form on your site.
It’s at this point she is pushed into your Salesforce CRM. Now, for argument’s sake, let’s say you could track the source of that form fill. So, in Salesforce, Sara would be attributed to organic search.
But was organic the sole influencer in her journey?
No. In actual fact, your PPC ad kickstarted her customer journey.
Related: Learn how to track each and every marketing touchpoint
But, this data is lost to your marketing team. And for your paid team, this is bad news. Without this data, they can’t prove that their ads are working to drive meaningful conversions.
And so their ROAS results are inaccurate and they likely end up optimising ads based on incorrect data.
The final major difficulty you’re likely having with Salesforce and attribution is that your data is siloed.
As we proved already, your anonymous website session data is closed off to the rest of your marketing tools. And the same is true for Salesforce.
While it does capture lead data, it’s hard to push data from it into other apps.
Look at it like this. When your lead data isn’t properly informed in Salesforce, you can’t then push revenue data from your CRM to your Google Analytics dashboard.
Related: How to add lead source and attribute revenue in Salesforce
To get the revenue data you need in Google Analytics, data needs to be able to flow through the full customer journey.
So, what is the solution to the above challenges? Well, implementing multi-touch attribution in Salesforce, of course.
With a tool like Ruler Analytics, you can close the gaps between your tools and your data. For those who don’t know, Ruler is a marketing attribution tool that can help you attribute closed revenue back to your marketing touchpoints by connecting your website, your CRM and your analytics tools.
Let’s break down how it works using the same customer as before.
As we know, Sara has visited your site three times, and on her final session, she converted into a lead by filling in a demo form.
💡 Pro Tip
Not sure how to effectively track every marketing touchpoint? We can support you to link every touchpoint to one single user so you can accurately attribute closed revenue back to your marketing.
Read how to track full customer journeys
After she sits her demo with your team, she converts into a sale.
Let’s just say she converts into a deal worth £500 per month.
Ruler Analytics is a marketing attribution tool which means it can track every single touchpoint that Sara has with your company.
It also allows you to push the data you need where you need it most.
So, for example, Ruler will have tracked her website sessions prior to conversion.
It stores this information up until she converts into a lead.
At the point of conversion, Ruler fires all of the data held on Sara over to Salesforce. There, you can see your true lead source, in this case, PPC.
When Sara converts after her demo, the salesperson will update Salesforce with her closed revenue. At this point, Ruler fires again, scraping that revenue data and firing it to all the relevant apps.
In this example, Google Analytics, Google Ads and Facebook Business Manager. There, marketers will be able to see the revenue accurately attributed to the channels, campaigns and even keywords that influenced the sale.
And thus, you’re able to achieve multi-touch attribution through Salesforce!
Sounds easy? That’s because it is!
While multi-touch attribution can offer valuable insights into what’s working and what isn’t, it’s not without flaws.
Multi-touch attribution has become less effective due to changes in the digital advertising landscape.
Here are a few notable limitations you need to be aware of:
Are these challenges enough to give up on multi-touch attribution?
However, you do need to adapt your attribution strategies to keep up with the changing digital sphere.
The best way to combat the tracking issues above is to integrate multi-touch attribution with marketing mix modeling.
And this brings us nicely on to the marketing mix modeling features available in Ruler.
Here at Ruler we’ve been on a journey to create a hybrid approach to marketing measurement by supplementing multi-touch attribution with marketing mix modeling.
This allows marketers to:
Ruler’s marketing mix dashboard is broken down into three core features:
Impression modeling: Ruler uses statistical modeling to consider clicks, impressions and offline advertising, such as ad views, TV, and radio.
Budget allocation recommendations: By modelling the saturation curve, Ruler can identify the point of diminishing returns for each advertising channel.
Conversion modeling: Ruler allows you to send MQLs, opportunities, and/or closed revenue back to Google Ads and Meta as conversions for reporting and algorithmic optimisation purposes.
By combining multi-touch attribution and MMM you can generate a more comprehensive understanding of marketing performance and drive better decision-making.
Multi-touch attribution works to attribute credit for conversions to individual touchpoints and clicks along the customer journey. And MMM tracks your offline media and external factors like macroeconomic conditions, seasonality, and competitive landscape.
What’s not to love?
Salesforce multi-touch attribution allows marketers to gain a granular understanding of key touchpoints and interactions in the customer journey.
This information can be used to develop more targeted marketing campaigns and ultimately drive more conversions and ROI.
And with marketing mix modeling, marketers can gain additional insights into the effectiveness of their offline media and invisible touchpoints to make more informed decisions and drive better business outcomes.
Get started with multi-touch attribution in your Salesforce CRM by booking a demo of Ruler Analytics.
Book a demo with the team, or see how Ruler can help you optimise your marketing strategy here.