All you Need to Know About Salesforce Multi-Touch Attribution

Laura Caveney
16th February 2022

Dealing with complex customer journeys in your Salesforce CRM? By implementing Salesforce multi-touch attribution, you can skip the headache and get detail on your impact. 

70% of marketers use a CRM to manage their leads. Salesforce had a reported 11.7% of the market share in 2020. But there are clear issues when it comes to understanding your lead data in Salesforce. And even more importantly, how to connect your lead data to anonymous website visitors so you can accurately attribute revenue to marketing. 

Related: Connecting Salesforce revenue data with Google Analytics

In this blog, we’ll go through: 

So, let’s get stuck in. 

💡 Pro Tip 

Learn how to get even more out of your Salesforce CRM with our handy guide. You can learn how to connect your anonymous website visitors to leads and closed revenue in your CRM. 

What is multi-touch attribution? 

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. 

🎓 Pro Tip

Want to learn more about attribution? Well, we’re the experts so we put all our knowledge into one free e-learning platform.

Enrol in Attribution Academy today

Challenges in achieving Salesforce multi-touch attribution 

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 lead source data is inaccurate 

Salesforce does have options when it comes to finding and storing lead source data. 

But more often than not, it’s inaccurate. 

How does lead source get populated on Salesforce? 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 

Salesforce can only attribute to one source 

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. 

tracking customer journey

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. 

Salesforce data is siloed within the app 

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. 

How to achieve multi-touch attribution in Salesforce 

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! 

Flow data between tools to enable multi-touch attribution 

Get started with multi-touch attribution in your Salesforce CRM by booking a demo of Ruler Analytics. 

Just like Sara, we’ll be able to see exactly what touchpoint led you to find us, and which led you to convert into a demo. So why not test us? 

revenue attribution marketing attribution - ruler analytics

Book a demo with the team, or see how Ruler can help you optimise your marketing strategy here

Attribution in Salesforce FAQs

Campaign Influence is a tool that helps you attribute a percentage of success to influential campaigns.
If you pay for Pardot, you can access Multi-Touch Attribution dashboards that show you which marketing efforts are most influential during each stage of the purchase lifecycle. Without this subscription, you would need to integrate a third-party attribution tool.
Attribution tools that integrate with Salesforce include Pardot, Ruler Analytics and GA Connector.
Attribution in Salesforce allows you to connect your lead and deal stages to marketing touches including on and offline channels and campaigns