How to do Pardot Multi-Touch Attribution in Salesforce – Tutorial

Pardot multi-touch attribution – How, Why, and Getting Started

So, you are a Pardot customer that already understands the benefits of Multi-touch Attribution as a Catalyst for Data Driven Thinking and how many more actionable insights a multi-touch attribution model yields when compared with first or last touch attribution models  particularly for complex B2B sales. But how can you implement Pardot multi-touch attribution reporting?

 

The options are limited and not available within Pardot directly.  Here’s a step by step guide to do so using AttributeApp, a native Salesforce app for multi-touch attribution modeling and reporting.

1.  Marry Your Pardot Marketing and Salesforce Data in a Marketing Touch Stack to enable Pardot Multi-Touch Attribution

The main goal is to combine your Pardot marketing touch data with your Salesforce.com opportunity, contact, and account data in one place.  In our opinion Salesforce.com should be the “one true source of data” as it is closest to customers/sales, and it is already used, understood and trusted by sales, marketing, and the executive team.
After signing up for an AttributeApp account with 30 day free trial here, a 10 minute configuration pulls your relevant data from Pardot right into Salesforce.  This builds a custom marketing activity object that combines your Pardot touches with Salesforce opportunity/contact/account data.  If you require a custom setup or prefer help with this process, an AttributeApp implementation specialist can capture your requirements and do the configuration for you.  Also of note is that since your data never leaves Salesforce it is 100% secure. From there lots of interesting things start to happen.

2. Utilize out of the Box First, Last, and Multi-Touch Reports

With your Marketing Touch Data Stack created, several out of the box reports with common default settings are available.

Step 1: Choose an existing report
Get immediate insights at the Pardot Campaigns rollup or underlying Pardot Tactics/Assets level.
Here we’re looking at all Closed Won opps in the last 90 days with standard multi-touch attribution settings (90 day lookback window from when the opportunity was closed, 40% attributed to first touch, 20% to all other touches, 40% to last touch; counting all contacts at the account).
Campaigns, Closed Won, 90 day lookback

 

 Data is presented at the Pardot Campaign rollup level – here the most marketing attribution credit is given to “Field Marketing Campaign #1”:
Campaign Rollup

 

Alternatively, look at the underlying Tactics level to see attribution rollup on Pardot tactics/assets like Seminars, White Papers, etc.:
Tactics, Closed Won, 90 day lookback
Tactics Rollup

 

Step 2: Drill down into a report to see the underlying opportunities 
Campaign Attribution
Step 3: Drill down into a single opportunity to get a view of all the marketing touches with their weighted attribution that influenced the deal at critical points in the sales process
Single Opp View

3. Modify existing reports and weightings; create custom models

For existing report, or any new report created there are lots of variables and filters.  Reports render in the app realtime – no overnight processes to see how different models, assumptions, or filters effect your ROI conclusions.

Step 1: Filter your set by Salesforce or Pardot values

    • Filter by Salesforce Fields like Account (regions, reps, types), Opportunity (stages, date ranges, $ value).  Perhaps you want to look at All Closed-Won deals this quarter, in the US.

Filter

    •  Filter and drill into data by Pardot fields like Campaigns, Tactics, and Assets.

Select Campaigs

Select Tactics

 

Step 2: Adjust Multi-Touch Weightings
With multi-touch weighting on, the user can allocate different percentages for the First Touch, Last Touch, and All Other Touches based on your own marketing funnel characteristics or theories.
  • Out of the box First Touch Attribution Settings:
First Touch Attribution Model
  • Out of the box Last Touch Attribution Settings:
Last Touch Attribution Model
  • “U-Shaped” Attribution Settings (in this case 40-20-40):

U-Shaped Attribution Model

 

Step 3: Set your Lookback Window
The Lookback window determines what touches from Pardot are pulled into the Marketing Touch Stack and reported on. Here with a 90 day lookback window AttributeApp pulls in all marketing touches that occurred within the 90 days prior to the opportunity closing.

Lookback Window MTA

Step 4: Select and Weight Contact Roles
Opportunity Contact Roles are handled differently by many companies. This has a huge effect on marketing and lead attribution reporting. AttributeApp is flexible.
Is your company good about requiring and keeping up to date Opportunity Contact Roles?  If so you can turn on this setting and adjust weightings for Opportunity Contact Roles.

 

Opportunity Contact Roles Only:

Contact Roles Only

 

Want to capture lost attribution that marketing drove but didn’t get associated due to missing opportunity contact roles? Use Opportunity Contact and Account Roles to assign attribution to both associated opportunity contacts and other contacts at that same account that are not associated to the opportunity.

 

Opportunity Contact and Account Roles Settings:
Opportunity Contact and Account Roles

 

Don’t use Opportunity Contact Roles?  You can still do multi-touch attribution reporting in Pardot and Salesforce.  Toggling Contact Role Weighting “Off” will assign attribution to all contacts within that account that match the filters. If your organization is focused on Account Based Marketing this is a great feature.
Contact Role Off (ignores opportunity contacts and spreads attribution to all account contacts):

Contact Role Off

 

Conclusion

Of course changing any of the filters, roles, weightings and settings has an effect on marketing and lead attribution reporting.  In AttributeApp you can see how your data is effected immediately with different filters and lenses over your data to test assumptions and glean insights.  AttributeApp also sends automatic monthly and quarterly PDF reports highlighting top Pardot campaigns by attribution, top Pardot assets by attribution, and a breakdown of Top 10 Closed Won opps with multi-touch attribution timeline to help prove marketing’s contributions to revenue.
Ready to see how your data looks in Pardot multi-touch attribution reports? Sign up for the free 14 day trial with AttributeApp here.

2 thoughts on “How to do Pardot Multi-Touch Attribution in Salesforce – Tutorial

  1. Pingback: Salesforce.com Multi-Touch Attribution vs. Purpose-Built Tools - AttributeApp

  2. Pingback: Account Based Marketing in Pardot - 3 Ways Multi-Touch Attribution Supports and Improves - AttributeApp

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