Align.ly Attribution supports 5 different types of attribution models. Each of the 5 attribution models can be run for sourced, accelerated, and influenced as well as for account-based or opportunity-based attribution. This means there are over 30 different ways you can calculate attribution!

First Touch

• First engagement within a specified time frame (sourced, accelerated, influenced).
• Given 100% weight

Example for First Touch Sourced:

Last Touch

• Last engagement within a specified time frame (sourced, accelerated, influenced).
• Given 100% weight

Example for Last Touch Sourced:

Equal Weight

• Each engagement within a specified time frame is given equal weight.

Example for Equal Weight Sourced:

U-Shaped

• More weight is given to first and last touches within a specified time frame.
• 40% to first touch, 40% to last touch, remaining 20% is distributed equally to all other touches

Example for U-Shaped Sourced:

Time Decay

• Most recent engagement is weighted more than older engagement
• Rate of decay is configurable

Example for Time Decay Sourced:

In order to really understand a campaign's impact on the business, it is important to understand sourced, accelerated, and influenced attribution.

Align.ly Attribution calculates all 5 attribution models against sourced, accelerated, and influenced.

Sourced

Sourced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Sourced is to understand which campaigns helped to "source" or create new pipeline.

Accelerated

Accelerated will look at all marketing engagement after the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Accelerated is to understand which campaigns helped to "accelerate" or drive Opportunities to close.

Influenced

Influenced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of influenced is to understand which campaigns had an "influenced" on an Opportunity spanning across both sourced and accelerated.

The concept of linking together Opportunities for more accurate attribution is rarely needed in Align.ly Attribution. However, there are a few valid use cases which will be covered here in this article.

Linking a Single Opportunity

Use Case

The most common use case for linking a single Opportunity to an existing Opportunity is when your sales cycle has a paid pilot or initial smaller Opportunity that is then quickly followed by another Opportunity that realizes the full commercial value of the Account's inital purchase.

Implementation

Implementation will be pretty straightforward. It will require creating an Opportunity Lookup field on the Opportunity object, creating a Flow to automatically update the Opportunity Lookup field, and finally, modifying the Align.ly Attribution "amount" formula fields on the Campaign Member object.

1.) Create Opportunity Lookup field on the Opportunity object

• In Salesforce, go to Setup -> Object Manager -> Opportunity -> Fields & Relationships
• Click "New"
• Select "Lookup Relationship" -> Click "Next"
• Select "Opportunity" under "Related To -> Click "Next"
• For Field Label, call it "Linked Opportunity" -> Click "Next"
• Update field-level security based on your preferences -> Click "Next"
• Select the page layouts based on your preferences -> Click "Next"
• Add a related list based on your preferences -> Click "Next"

2.) Create a Flow to update Opportunity Lookup field

• In Salesforce, go to Setup -> Flows -> New Flow
• Select "Start from Scratch" -> Click "Next"
• Select "Record Triggered Flow" -> Click "Create"
• Follow the steps in the following video to create the flow:
 

3.) Modify the Align.ly Attribution "amount" formula fields on the Campaign Member object

• In Salesforce, go to Setup -> Object Manager -> Campaign Member -> Fields & Relationships
• Search "Amount" (we will be updating all the [AB] and [OB] amount formula fields)
• For each "Amount" formula field, do the following:
• For [AB] fields, append algnatt__AB_Associated_Opportunity__r.Linked_Opportunity__r.Amount to the formula field so the final formula field looks like the following:
• AB_Equal_Weight_Accelerated_Weight__c * (algnatt__AB_Associated_Opportunity__r.Amount + algnatt__AB_Associated_Opportunity__r.Linked_Opportunity__r.Amount)
• For [OB] fields, append algnatt__OB_Associated_Opportunity__r.Linked_Opportunity__r.Amount to the formula field so the final formula field looks like the following:
• OB_Equal_Weight_Accelerated_Weight__c * (algnatt__OB_Associated_Opportunity__r.Amount + algnatt__OB_Associated_Opportunity__r.Linked_Opportunity__r.Amount)
• NOTE: If you opted to use a different currency field on Opportunity, you will want to replace any references to "Amount" with the API name of the field you used.