How Customizable Campaign Influence Works

Influence models scan active campaigns to identify members who are also assigned a contact role on an open opportunity. A model creates a campaign influence record based on that relationship. Influence can be assigned manually on an opportunity record or automatically via Apex triggers or the API. After an opportunity’s stage is closed (won or lost), influence records are no longer created.

Campaign Influence considers every campaign member, regardless of their member status.

The Customizable Campaign Influence models rely on the Campaign object, the Opportunity object, and a Campaign Influence junction object. When you enable Customizable Campaign Influence, the standard objects CampaignInfluence and CampaignInfluenceModel are added to your org.

You can build a report or dashboard for any active influence model.

Access to Campaign Influence Records

Campaign influence records are exposed to users through related lists and reports. A related list shows data from one model at a time. Choose which model you want to use, and set it as the default.

To allow users to add or edit campaign influence records from opportunity records, the default model must be custom and unlocked.

Note In Salesforce Classic, the Influenced Opportunities related list displays an opportunity only if the influence is more than 0%. In Lightning Experience, opportunity records display regardless of influence percentage.

Standard vs. Custom Models

The Primary Campaign Source model is the default model that comes with Customizable Campaign Influence. It assigns 100% influence to the campaign noted in the Primary Campaign Source field on an opportunity. It uses auto-association, which means users can’t add campaign influence records to the model manually.

Influence records created by the Primary Campaign Source model are recalculated when one of these events occurs.

• Any Customizable Campaign Influence setting is changed
• An opportunity’s Close Date is changed
• A member is added or removed from a campaign
• An account or opportunity is deleted or undeleted

If the Primary Campaign Source model doesn’t meet your business needs, you can create custom models. With a custom model, users manually add or edit an influence percentage in the Campaign Influence related list on an opportunity record. Custom model settings are unlocked by default, so that users can update records themselves. When a custom model is locked, it accepts updates via API only.

Note Opportunities added by the primary source campaign field appear in Campaign Statistics only when the Primary Source Campaign model is set as the default. If you’re using another model, the value shows opportunities added by auto-association only.

The number of custom models you can create varies by your edition.

• Account Engagement Plus, Advanced, and Premium Editions: 5
• Account Engagement Growth Edition: 3
• Salesforce Performance and Unlimited Edition: 5
• Salesforce Professional and Enterprise Edition: 3
• Salesforce Developer Edition: 1

To preserve opportunity data, we don’t delete custom campaign influence records when you delete an associated campaign. You can delete campaign influence records from the Opportunity related list or via the API.

Auto-Association Settings

Standard campaign influence models use auto-association to create campaign influence records based on the criteria you set. Criteria can include time frame and campaign types, and you can add other filters using standard or custom fields. You can set an auto-association time frame in Setup to limit when a member-contact relationship is considered influential.

Auto-association rules work only with standard campaign influence models and don't apply to custom models.

More Campaign Influence Models for Marketers

For users of both Sales and Account Engagement, choose whether to enable the Additional Campaign Influence Models: first touch, last touch, and even distribution. When you enable one of these models, auto-association rules support standard fields only.

If you can’t or don’t enable these models, your access is limited to the Primary Campaign Source model and custom models only.

• First-Touch—Assigns 100% of influence and revenue earned to the first campaign a prospect touches. Even if a prospect interacts with other marketing assets or activities, this model attributes all of the influence to the first touch. This model relies on the campaign member’s Created Date and is for Account Engagement users only.
• Even-Distribution—Assigns an equal percentage of influence and revenue earned to every campaign a prospect touches. This model is for Account Engagement users only.
• Last-Touch—Assigns 100% of influence and revenue earned to the last campaign a prospect touches before a deal is closed. No matter what other campaigns the prospect has interacted with, this model attributes all influence to the final touchpoint. This model relies on the Last Modified Date of the campaign member and is for Account Engagement users only.