Einstein Attribution combines Campaign Influence with Einstein’s intelligent analysis
to more accurately assign campaign attribution. Instead of choosing a model before you start
reporting, you can use Einstein Attribution to analyze historical campaigns and find emerging
patterns. Einstein allocates conversion credit to multiple campaigns, so you can see which
campaigns are most effective at generating pipeline.
Required Editions
| Available in: Account Engagement Advanced and Premium
Editions with Salesforce Enterprise, Performance, or Unlimited
Edition |
Attribution values appear where you’re used to seeing Campaign Influence: reports,
dashboards, and related lists on campaigns and opportunities. To learn more about how Einstein
determines the attribution model, open the Multi-Touch Attribution dashboard in B2B Marketing
Analytics.
- Considerations for Einstein Attribution
Einstein Attribution relies on certain data and some other Salesforce features. Make sure you have the correct setup before you begin.
- How Einstein Attribution Works
The Einstein Attribution model is based on a concept borrowed from cooperative game theory called the Shapley Value. The Shapley Value calculates the contribution of each player in a cooperative game, where players use different skill sets to achieve a collective reward. We adapt this method for marketing attribution by distributing an opportunity amount among the campaigns that are associated with the opportunity.
- Set Up Einstein Attribution
Einstein Attribution relies on Connected Campaigns and Customizable Campaign Influence to work properly. It can take some time to configure and map your connected campaigns, so make sure that’s complete before you enable Einstein Attribution.
- Explore Einstein Attribution in B2B Marketing Analytics
Attribution results appear in Campaign Influence related lists and reports. Still, it can be helpful to see these values in aggregate and identify trends across campaigns and engagement activities. Inside the Multi-Touch Attribution dashboard of the B2B Marketing Analytics app, you can interpret this data through different models, including the Einstein Attribution Data-Driven Model.
