---
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title: Einstein Attribution
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/pardot_einstein_attribution_parent.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_attribution_parent.htm&release=264.0.0&type=5
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description: 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.
products:
  - Marketing
  - Marketing Cloud Account Engagement
release: "264"
---
# Einstein Attribution

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

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available in: <span>Account Engagement <strong>Advanced</strong> and <strong>Premium</strong> Editions</span> with Salesforce <strong>Enterprise</strong>, <strong>Performance</strong>, or <strong>Unlimited</strong> Edition</td></tr></tbody></table>

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](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_attribution_considerations.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_attribution_how_it_works.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_attribution_setup.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_attribution_dashboard_setup.htm&release=264.0.0&type=5)**  
    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.

#### See Also

- [Multi-Touch Attribution Dashboard](https://help.salesforce.com/s/articleView?id=mktg.pardot_b2bma_multitouch_attribution_dashboard.htm&release=264.0.0&type=5 "Multi-Touch Attribution dashboards show you which marketing efforts are most influential during each stage of the purchase lifecycle. After you enable Connected Campaigns, users can find asset engagement from Account Engagement and data from Sales Cloud together in one dashboard.")