Beyond First Touch: Multi-Touch Attribution @ the HubSpot Admin HUG 🐙

How do you like that? Pretty cool.

That was awesome.

Welcome everybody. Let's see what do we got you all right, there we go. Welcome to another event of the HubSpot Admins hug now with 30 better special effects. Thank you everyone for joining us. Appreciate your patience and perseverance. I know it has been a little bit tricky to get logged into this event as we are transitioning from webinar platforms. That transition is going to continue on for a little bit, but the good news is this is being recorded. If you're watching on the recording, thank you for watching the recording. If you're watching the recording because you couldn't figure out how to get into the webinar, I'm so sorry. I promise it will get better. This is our new homepage and you'll want to check it out. Bookmark it. Your old bookmark, if you have it, is broken. And our former glory of events.HubSpot.com HubSpot administration is now hubspotacademycommunityprograms.us.hivebright.com topics 47503 home. Much easier to memorize. Much simpler now. Hope you all can just commit that to memory. This is your source of truth, I believe for upcoming events. Links will continue to be a little challenging, but it's a nice page. You can see we're here today. We're going to talk about multi touch attribution. Delighted to have Ryan here. Next week we'll be talking about goals, meaning the actual tools for tracking and setting goals in HubSpot. We're going to talk about customer agent after that and then does this scroll? That's fun. We have a show and tell coming up February 24th. Very excited to see what you all have been working on so we can learn from each other. We're going to talk about lead scoring and reporting in March and we will have more events coming soon as soon as we are confident that we have all the scheduling and tooling figured out. So that's our. That's our homepage again. As I mentioned, we record all of these sessions. They are here on our YouTube page. You can view them here if you miss one or want to rewatch one or want to share it. For those of you here live, you'll notice these little buttons Deanna is putting on the screen as opposed to dropping things in the chat that is clickable. If you click that subscribe here button, it will take you to this YouTube page. It's like magic. So there you go again. I mentioned the show and tell coming up if you would like to participate in that, if you have something you want to show to the group, if you've built something in HubSpot you're proud of or you've had an experience that there's core learning from, I would love for you to fill out this form. Let us know. We will try to slot you into the upcoming one or if we get more, we will schedule another one. I would really like us to have these on a a quarterly or even more frequent basis. I know you all are doing incredible stuff all the time and I think there's a lot of value in showing that to your peers. We have a space on HubSpot Community that is not changing so that will still be there. We have a group on LinkedIn that's a great place to hang out and connect with each other. And today HubSpot Academy Boot Camps registrations are open. I know most weeks we either skip this page or I apologize that everything is a wait list but look at this, they have opened up. So I highly recommend the. There are a few of these that I would recommend. The Super Admin Boot Camp obviously designed specifically for your you folks. There's a Rev Ops Boot Camp I'm noticing this CRM Customization Boot Camp if you're a developer type. Lots of good stuff here. Ryan, you were gonna. Did you want to say something real quick about the AI? What? You are muted.

Yep, sure I am, yeah. I am one of the instructors for the AI Boot Camp. We did it in the fall for the first time. It was really successful. We had like a thousand person wait list for it. So things just opened up I believe today. So sign up now if you are interested. It fills up very fast.

Yeah. So yeah, sounds like AI will fill up very fast. Super Admin famously fills up fast. So hop on these. Honestly, just right now, put me in the background. I'll be in a tab. I'll be here. I won't go anywhere. Just register for the ones you've wanted to and haven't been able to get into because we are Johnny on the spot getting these in front of you today. And then again we are here every Tuesday. I don't know if I remember to say that at the beginning of this, but we are every Tuesday at this time. We are here talking about HubSpot related topics and if there is a topic or a speaker you would like to see here at the HubSpot Admins hug, let us know. You can fill out this form here. Again that button you're seeing on the screen is clickable. If you're here, live with us or feel free to reach out to me or Deanna directly. We're both very active on LinkedIn and that is a great way. We love to hear from you. And then finally, all these resources we've shown and others are here on hubs on adminhug.info this is adminhub.info is really. You should bookmark that one and hang out there for the next couple of weeks while the dust is settling and this migration is happening. I can't promise your other bookmarks and links will be exactly where you need them to be. Hopefully soon they will be, but this one Deanna is updating in the background. The links are always current, so please keep tabs on that one. That is enough for me. That is our housekeeping for the day. Let's pass it over to Ryan.

All right, thank you, Kyle. We should have slides coming up here. There we go. Today we are going to be talking about Multi touch attribution. We are going beyond the first touch before the last touch and we're going to build it all inside HubSpot. First of all, a little bit about me for anybody who hasn't met me before, I founded a company called Attribution Academy last year. We launched our first course, which is a mastery certification course, in November and we've had 175 students sign up for it so far. You if you know me from before that, you probably know me from aptitude 8. I led the marketing team there and was a Rev Ops consultant and a little bit more about me I live in Richmond, Virginia with my wife Erin. I've got two dogs, Willow and Giles. You can see Giles is back here. And that's actually not Willow, that's my brother's dog, Echo. So they might be popping in and out throughout this. And then I also recently launched a movie podcast. We're going to be doing one episode a year, so don't be looking for for a new episode anytime soon. But that's a lot of fun. It's called Podcast Mayhem. Today we are going to be talking about, as I mentioned, multi touch attribution. We're going to start with some basics, talking about what attribution is, why it matters. We're going to go through some tools within HubSpot that enable you to build attribution. Then I've got a few demos that I've built out both for pro tier users and elite tier users. So let's jump into it. First, I want to Talk a bit about why you need attribution. And that's because marketing has changed a ton in the past several years. We're using way more channels. The tech stack has exploded. Everything is getting far more complex. And at the same time, companies are cutting budgets, they are cutting headcount. You've got fewer resources to work with because companies believe that their marketing team can do more with AI. So there's higher expectations. Your budget is under a lot more scrutiny and because of that, you need to be able to prove that what you're doing is working, that your job matters, and that you are effective at contributing to overall company goals, which most of the time involves revenue. Attribution itself is, I like to think of it as a decision making system and it's helping you understand which parts of your marketing are actually working. And it's doing that by looking at the various marketing activities that you're doing and trying to connect those two, the outcome of revenue. This is probably the fewest words I have on a slide in this deck and maybe also the most important slide I have in the deck. This is something that I just shout from the rooftops, which is attribution is about clarity and not credit. When I say that, I mean most companies are using attribution as a scoreboard. They're, they're pitting marketing and sales against each other. They are, it, it becomes a zero sum game where, you know, either you're looking at different channels and saying this one wins, this one doesn't, or you're looking at it on a department level and it's creating silos between marketing and sales. It's, you know, creating this kind of turf war that ends up destroying your alignment and that's obviously very bad for overall company and revenue performance. So what we need to be thinking about instead is clarity. You need to be able to understand, you know, better what is working and what is not. And I like to use the, the metaphor of a compass versus a map. Attribution is imperfect. It's not, you're not going to be able to see like a perfect map of, of the customer journey. But what it will do is if you have, you know, a marketing strategy strategy already developed and you are testing different methods, it's going to help you understand what is working and what is not so that you can make more informed decisions about where to allocate budget, what strategies to double down on, and potentially which ones to cut to streamline things. There are many misconceptions about attribution. I have dialed it down to probably the top three. One is all marketing must generate revenue. That is not necessarily true. At least it can't always be tied to it. So there are lots of, you know, early funnel brand and awareness plays that are going to be really difficult to tie to revenue. But that doesn't mean they're not important. These are things that, you know, when you launch a branding campaign, you may not see the results of that for six months. Plus, it's going to be really hard if you are optimizing for what's easy to measure to justify a branding campaign. So you need to understand the limitations of attribution and understand that there are things that you are still going to need to do even though they're not showing up in your reports. Misconception number two is tracked marketing activity leads directly to sales. This is a big limitation of attribution reporting. It almost always is showing correlation and not causation. So, you know, if you're seeing that the last touch before sales is a webinar, that doesn't necessarily mean they decided to buy because they attended that webinar. But what you can understand and start to kind of infer connections between is if you see, you know, 40% of our customers attended a webinar right before their first sales conversation, then you can start to say, okay, this is a trend that maybe we don't want to overlook. You can start talking to your customers and saying, you know, what was the actual reason that convinced you to buy from us? And then if customers are saying it was this webinar, that is a much more solid indicator than just, hey, we have this touch point that we tracked and then the next thing that happened is someone bought. The final misconception is once you set it up, it just works. Attribution is not set, set and forget. It is a complex system. It requires alignment across teams. And I think most importantly, it requires a lot of process discipline. You need your team to be able to be consistent with doing things like naming conventions and using UTM links. And if you're not able to maintain that process discipline, then your data is going to be a mess, which then creates all kinds of other problems that you're going to need to fix. Data cleanups, de duplication. It's not something that you just build at once and then you're good. You need to, and I'll talk about this a little bit later, you need to build an attribution model for the resources that you have. So if you don't have the resources to follow a complex process, build A simpler model because it's, it's really easy to try and build something that gives you as much information as possible, but that's not always best if you can't be consistent with it. Let's get down to the basics. What is a touchpoint? A touch point is kind of the basic building block of attribution reporting and it represents any interaction between your customers and your company that can be ads, that can be social posts, slack messages, interactions with sales, watching a YouTube video. And attribution models are aiming to analyze which of those touch points mattered and how much they are contributing to revenue. You can get really in depth with different models. We're going to talk about a few of them today, but you're probably familiar with some attribution models. If we're talking about first touch, where you're just caring about the first interaction that a customer had, last touch, the last one they have before talking to sales or before becoming a customer. And then even within multitouch, you can break it down into subsets. So there's linear multitouch just spreads even weight across all touch points. But you can also wait for recency, you can do a W shaped model where you care about the first and last and some point in the middle. So there's different ways, but basically all of them are just saying these touch points, we care about them more than other touch points. Looking at a couple of these, just really basic examples, if we're talking about first and last touch attribution, you can see these, these green circles are points that we are capturing. And capturing is important. That is, you know the data is accessible in your CRM. It has to exist in a way that you can see it, report on it, all of that good stuff. So with a first and last touch model, you're seeing what's creating the demand at the beginning of the journey and then what is helping convert it into a sales opportunity. What you're missing is these points in between. And what you don't know is if any of these points is the one that was kind of the final straw that convinced them to buy. So that might not be the last touch point. It might be somewhere in the middle. So with multitouch you are exposing more of those critical middle areas in the customer journey. You've got more information that you can look at to kind of say, you know, which, which parts of this journey were important. And then the final thing here is even within multitouch, you can see there are a lot of these little gray circles which I'm Calling dark funnel touches. Dark funnel is a common term for all of the stuff that you can't see in the customer journey, all of the things you can't track. So if someone listens to a podcast, if they see something that you posted on LinkedIn, even if they don't interact with it, I would say that most of the customer journey exists within this, this dark funnel. And you can, there are ways you can reveal some of that. Self reported attribution helps. That's the method of asking how did you hear about us? Either in a form or you can have your sales team ask about it and then check your, your call transcripts. But even that is going to reveal, you know, just what's top of mind for the person that is filling out the form. So it's not going to, you know, show you the whole customer journey. Nobody's filling out the form and saying, I did XYZ before coming to you. Usually they're just talking about, you know, this is the most recent or most important thing that I can remember. But all of that is it remains pretty untrackable. That doesn't mean it's not important. It's, these are valuable touch points. And what you have to be very careful of is the most important touch point in your customer journey might not be trackable. A great example of this is a lot of companies have, you know, within their HubSpot reporting, they'll see a lot of search traffic and that may be misleading because what oftentimes happens is somebody will hear about your company or, you know, be talking about it internally and then they'll just go and do a Google search of your company name. So you're seeing that as search traffic. What it may have originally been is they watched a recorded webinar on YouTube and then went from there to Google and searched your name. And if you're purely looking at your reporting in HubSpot and saying this is absolute truth, you know, there is, there's nothing we don't believe in this report. Then you're going to think, oh, we need to double down on our SEO strategy, when really you might need to double down on your webinar strategy. All of this is to say you have to understand what attribution can and cannot do and use it to inform your decision making, but not look at it as absolute truth. Let's get into implementing attribution. There are three pillars that I like to see in any attribution system. The first pillar is data capture and storage. So this is the way that you grab data about the various touch points and get them into your CRM. That may be through form fills. It could be through HubSpot's tracking code, which allows you to see website visits, it could be through integrations. But this is just the method through which you are able to get that information into HubSpot. Pillar two is automation and operationalization. Can't believe I said that word right. I messed it up every single time I practiced. This is where you're going to make sure that the data that you've captured is formatted correctly, it's on the right records, it's accessible to use in reporting. And then that's where we get to pillar three, insight and visualization. This is where you are actually reporting on that data. So you're building reports, you're building dashboards, you're gathering insights, turning it into something that you can, you know, action in your marketing strategy, Something to get out of the way here. I'm not going to be talking about this a ton, but HubSpot has native multi touch reporting and it's actually pretty great. You do need marketing hub enterprise in order to access it. But if you are using HubSpot's campaign tool to group your marketing assets, this is a really effective tool for visualizing your impact on revenue. It allows you to use a ton of different filters, you can change the weighting of touch points with different models. It makes things really easy. And you know, when we're talking about the level of, of maintenance and upkeep for an attribution system, it is on the lower end. As long as you're being consistent with how you're leveraging campaign tools and you're keeping your data clean. So highly recommend checking this out if you haven't already. If you're like looking for the silver bullet, this, this might be it. But that is not primarily what we're going to talk about today. We are going to talk about ways that you can do custom attribution. And there's several reasons why customization might be necessary. One, if you have a complex data model for your business, which is to say if your business doesn't fit nicely in the box of contacts, companies and deals, it may be that those objects are not a fit for your company. It could be that you have more aspects to your company in addition to those. If you're leveraging custom objects to model how your business actually operates, a lot of HubSpot's native tools won't take into account those, those customizations, that extensibility and the context of how all of those things are related. So if you have a more complex business model, custom attribution may be a better fit. Another thing, a major downside for the native reporting is the back end of it is kind of a black box. There's a lot in it that you can't configure, you can't change, you can't even see how it's configured. So if you want more visibility into that, if you want more configurability of how the calculations work, that is something that it's hard to get within the native attribution reporting. But you can build with custom attribution and then also in terms of different types of visualizations, the native attribution I think only is only available in a bar chart format. So if your brain just works differently and you want to see a pie chart, then that's something that you might want to utilize something custom for instead. And then if you're not using attribution reporting, but you're using other types, a major problem that I've seen is not being able to tell what happened before or after a deal is closed. And you know, seeing things like campaigns being attributed to deals where the campaign actually launched after the deal closed. So making sure that you're understanding this activity actually happened before the deal and it's not something that happened after and then is is altering those reports. So I'll get into in the demo how you can make sure that you're capturing data at the specific point in time that you need to and not allowing it to change after that. There are many tools within HubSpot that are going to enable you to build custom attribution. So let's start with custom properties. This is really good for a very wide variety of things, but anytime you are integrating data into HubSpot from another platform, properties are usually where that data is going. If you're using UTM tracking links, then those utms can be stored within properties and then you can create custom properties for things like a deal source. We will have lots of stuff in here about deal sources, but all of that can be leveraged in different ways for attribution. UTM properties, I just mentioned a little bit, but if you haven't leveraged these before, they are super helpful if you want to build complex custom attribution. The way you set it up is you create hidden properties on your forms. When somebody comes and fills out that form, it will grab these UTM parameters from the URL and automatically pull them into these properties. The person filling out the forms never sees it. But you are gathering important data about, you know, where they were right before they clicked the link that comes to the landing page. So that's really useful. The other thing that I'll mention here is you're not limited to these, you know, default utms. You can create any type of utm and as long as the the name of the property in HubSpot is the same as how it appears within the URL, then it's going to pull that information in. So you could create a UTM parameter for partners if you're doing, you know, referral links. And then you would just do, you know, question mark, partner equals admin hug and then that would pull that into a hidden property and then you can leverage that data anywhere you could with a custom property.

Foreign I'm gonna hop in here Ryan, question in the chat that I I think if we save till Q and A, we'll just forget what it was about. One of the Scots who knows which one is asking are hidden properties needed for this in HubSpot? I was under the impression it was captured by default without them. I saw a thread on LinkedIn about this also. So can you talk about like what HubSpot does by default for UTM properties and where hidden fields come in and all that?

Yeah, this is something I know HubSpot does some of this natively. So HubSpot has its own UTM data structure that it uses by default, and it will pull a lot of that information in natively. There's a really helpful knowledge base article about original traffic source and latest traffic Source and how HubSpot is using UTM data to populate those properties. So some of HubSpot does some of it natively, it doesn't do all of it natively. And that's where I find these hidden properties to be a good kind of backup, and it allows for more flexibility as well. So there is certainly a lot of stuff that HubSpot will do natively, but not everything. The other thing I will mention is HubSpot's campaigns tool has a UTM link builder in it, so you can use that to create UTM links. That's great if you're. Again, if your kind of data model that you want to use for your UTM structure fits within the same one that HubSpot uses. That's not always the case. Some people want something more custom, which is where I would recommend having a spreadsheet that has some formula fields to build one for you. Or there's various tools you could buy that will allow you to track that stuff and create links that have uniform naming conventions. Or I've got another method that I will show off in the demo section that allows you to do it within HubSpot without leveraging HubSpot's native UTM link builder.

Cool. Thank you.

All right, Custom events. I'm not going to be talking a ton about this, but recently I've been playing with it a lot more because they have introduced this new type of custom event called track object changes. They're doing a lot of cool stuff with that around. When one property changes, I think now you can grab any other property on that same record and pull it into the custom event, which shows up on the contact activity feed just like a page view would. So it's going to basically, you know, you could set it up so when your life cycle stage changes, it pulls in the latest page view or the last form that was filled out and you can just click on that custom event on the contact record and see these are all of the things that happened, the last touches before this lifecycle stage change. That is really cool. I've been talking a lot with the product manager for custom events about different ways that could be leveraged for attribution, and there's some more very cool stuff coming. I might have to update this presentation in the future with more custom event stuff. Custom objects. This is one of my favorites. I think that once you understand data models and custom objects and how associations work and how to put your business in HubSpot in a way that reflects how your business actually operates, it will open up just like explode your mind in terms of the possibilities of what you can do within HubSpot. So if you're not already familiar with custom objects, highly recommend, like prioritizing that as a learning. We're going to be talking about custom objects pretty extensively in the enterprise Demo section. But just some simple examples of how you could leverage a custom object. You can create a custom object for events if you're doing a lot of in person events and then associate those events to contacts who have attended those events or who have registered for those events. You could use association labels to indicate did they just register, did they actually attend, did they cancel their registration? So there's a lot of different ways that you could leverage that to track how your events are performing. Within HubSpot. I've also used it before. I've actually kind of migrated to using the leads object for this, but I used to create an MQL object which was great for tracking repeat conversions. If you don't have a linear customer journey and people end up reconverting or moving backwards in the lifecycle stages. That allows you to create a new record for every time a contact becomes an mql and you can kind of see a lot more information about each of those journeys. And then there are endless other applications, tons of industry specific use cases for custom objects. HubSpot also now has the object library where there are what are essentially custom objects that are pre built for things like courses or real estate listings or services. The new projects object, all of that is the same idea, but custom objects allows you to make it truly custom to how your business works. Before we get into demos, are there any other questions in the chat that we haven't addressed so far?

There are a lot of questions in the chat. I think probably keep moving and then we'll address them at the together.

All right, that sounds good. Oh yeah, we are. We. We may run up on time, so let's make sure that we don't do that. And. This is going to be easier if I move this to my main screen. First things first, I'm going to talk about a simplified version of multi touch attribution that is applicable to anybody on the pro tier. This is something I struggled with a lot early in my career and put a lot of thought into how should this work? So this is kind of what I've come up with for that and I will jump into some properties I've created. Zoom in a little bit. So basically what I'm looking at here is a lot of companies will use a like a deal source property which is a single indicator of, you know, where did this deal come from. And that falls into the trap that I talked about earlier of assigning credit.

You are.

You were taking a single touch point and you're saying this is the reason that we have this deal. And that can be incredibly misleading. So what this does is. Gives you more of a. A whole picture of.

Well, I, I think we're having a screen share issue.

Okay, let me.

People are shouting in the chat. We can't see. All we can see is your slides. Hey, hey.

Yeah, let me change. Yeah, it would be helpful if I shared the window and not just the tab. Okay. Are we now seeing HubSpot?

Yes.

Great. Okay, so these are three, three properties that I've created to achieve that more holistic picture. These two should be relatively familiar. They're basically just that deal source property, but broken down by first touch and last touch. And this is highly customizable. This is all built in a demo environment. So everything you're seeing today is kind of the simplest possible version of it. But it should give you an idea of how you could implement it at your own company, using the sources and channels that matter most to you. So this one first touch, this is a single select dropdown property. You'd be selecting one of these. That is the first measurable touch that a contact has. We have the exact same thing for last touch or most recent touch because it will continue to update. And then I also have this marketing channel influence, which is multiple checkboxes. And basically the goal of this is anytime you get a new last touch for a contact, I know that I'm looking at the deal properties right now, but these also exist on the contact. Anytime you would get a new last touch, you would just append a new value to this. And I can show you what that looks like on a contact record. Here we have the three properties we can see. The first touch was social. The most recent was website, which is a generic catch all. And then this influence has all of the touches, you know, first, last and in between those boxes checked. And the one of the interesting things about this marketing channel influence or about any multi select dropdown property is it will show the values to you here in the order they were selected. So I can hit search and it adds it to the end, even though search is at the top of the option list. That could give you some idea of the flow of how these things happened. You do have to be careful because if it happens multiple times, it may add it to the end or you may not be seeing one that happened later because it was reflected earlier. So this hopefully gives you a more clear picture of the various channels that were interacted with during the customer journey. You could adapt this to be more complex. You could have this reflect campaigns instead of channels, and every time you create a new campaign, add that as a new option under all three of these properties. There's lots of ways you could adapt this for different use cases, but this is, like I said, the simplest possible version of it. Then I also want to get into some workflows for how you could actually operationalize things. If we're thinking about the three pillars, those properties, these are the pillar one, the data capture. This is where we start to operationalize it. So this is a simplified version of how you might set this. I'm just using the last traffic source property here, but you could set this up so you know, if you upload a list and it follows a certain naming Convention, maybe like event attendees, you can use that to set these properties to events. If you have data coming in from a certain integration, you can look at the drill downs for the latest traffic source under offline sources, you can actually see which integration it came from, maybe even specific parts of that integration. So you could use that to set these properties. But the basic flow here is you use some enrollment criteria and then you check to see if the first touch property is already known.

If it's not, can you zoom in a little?

Yes.

Is that better everyone? Sorry, just some folks in the chat were like, I can't see what it is.

Yeah, this is a very large workflow, so I'm going to have to move around different parts of it. But this first branch is just checking to see if the first touch property is known. If it's not known, then this is the first measurable touch. So you would go down this branch and this is basically taking your trigger criteria and splitting it out to the different options for that first touch source. So if we're basing it on last traffic source and it's organic search, we're going to set it to search paid search, also to search organic. Social will set it to social. And you know, you can create more complex logic within these to break it down further. But then after you've established the first touch, you also want to make sure that you, you are moving over to this last touch branch and you're going to do the same thing. You're going to make sure that the box is checked within the influence property. And this is critical because this is a multi checkbox property. You have different options for how you set it. Append is going to keep all of the existing values and then just add an additional one. So that's what you want to do. So you're making sure that when you're setting this, it's leaving any previous interaction that they may have had in this influence property. And then you're also going to update the single drop down. We don't need to jump into that property, the single dropdown last touch source and then that should always reflect whatever the latest one is. So to kind of back up here and look at it from a holistic level, a contact comes in, this is actually a deal workflow, but it should be a contact one. How I'm explaining this contact comes in, they've already had a first touch, so we're going to ignore that. They're going to go down this last touch branch that came from search, it's going to update The Influence multi checkbox property, it's going to update the latest source property and then everything should be updated. The next step here, and one of the most critical is you're capturing that data on the contact record. How do you get it to the deal record for reporting and within reporting? You could use the custom report builder, select multiple sources. The problem with that is after a deal is created, the contact is going to continue to interact with your marketing. Those latest sources are going to continue to change, the Influence multi checkbox will continue to change. And what you don't want to see in your attribution reporting is activity that happened after the deal already was created or closed, whatever you're basing the reporting off of. The easiest way to make sure that the data is preserved at the moment in time that matters to you is to copy it from the contact to the deal and then not update those deal properties anymore. So what I have here is a really basic deal creation workflow I've used. Lifecycle stage equals sales qualified lead. Once that happens, we do create record to create a new deal and then on under add more properties. You can add whatever properties you want and copy them from contact properties to deal properties. So I've already set up our marketing channel, influence and source properties here and we're just going to copy from the marketing one to the deal one. And then when we build out deal reporting, we are going to have a much better picture on the deal record of where that revenue came from. And then I know we are running short on time, so I will very quickly show a reporting dashboard here for this. And basically we're looking at first touch, seeing what channels are influencing the first touch, what's influencing the last touch. Those may look very different. And then channel influence, which is this is the total deal amount that had some interaction with these channels. So search we're seeing here is very influential. It is not the top on either first touch or Last touch. So that's giving you really valuable information about what's happening in the middle of the customer journey. All right, and now let's get into Custom Object. This is enterprise level multi touch attribution. I am not going to have time to go through all of this, but we can go through it at a high level and then if you have more questions about it, you can always come to me. I also talk about this extensively in the Attribution Academy course, so you can check that out. But I based this model off of how Salesforce's campaigns and campaign members work. And basically what we're doing here is creating three custom objects. the top level is marketing campaigns. That's the, you know, the pillar asset that whatever you're trying to drive people towards. Channel campaigns exists in kind of a parent child relationship with the top level marketing campaign. And there's going to be one of those for each distribution channel that, that you are sending the campaign out to. And then touch points are the individual engagements. So when a contact, you know, submits a form that's associated with a campaign, you create a touch point and then you use that as a way to associate that contact to the channel campaign and the marketing campaign that, that are part of that overall marketing campaign. Let's jump into these records. So here is the form to create a, a new marketing campaign. Give it a name, assign an owner. If you have different people at your company working on it, you can set up something that indicates what, what type of content it is. You know, put in the URL where you're, you want to send people, select a bunch of distribution channels, start date, end date status. You can kind of start to manage your marketing campaigns from within an object like this then once it is created. I've done a ton of record customization here. This is actually based on something that I built for a client when I was at aptitude 8, but I've refined it since then and I think I've got a pretty good holistic view here of what you would want to see on a marketing campaign. So we've already talked about some of this stuff. This is what you filled out when you, you created it. I've also got, sorry, I've got some phlegm here. I've got attribution properties. So looking at different, you know, how much revenue was driven by this campaign. This is all powered by calculated properties. So we are rolling stuff up. In the case of influenced, which is kind of, you know, all of the revenue that was touched by this campaign and then attributed. We are going back to that idea of how we weight different touch points and you know, assign some of the revenue and split it between different campaigns. And how I've built that calculation is on the deal record. I have a property that shows just the number of associated touch points and then another one that divides the total deal amount by that number of touch points. So you're just spreading that revenue across all of the associated touch points and rolling it up to the campaign. I know we're getting a little complex here and going through this quickly, but let's keep moving forward. Okay, so the next thing I want to show you is the channel campaigns. These are individual distribution channels associated with the top level campaign. Again, there are, you know, ways that you can assign this out to different members of your team. If you have team members managing different channels, you can create status properties to show whether it's launched or not. You can track spend within a custom property for something like this, then this is really cool. You can actually build out a custom UTM tracking link. I will pull up some workflows here and show you how I did that. So this basically looks at, you know, do you have all of the properties set on that campaign? If so, you can use format data actions to combine all of those into a URL property. So what we're doing here is just putting it into the structure that a UTM link would fit in and then appending it to the end of a URL property. What that is going to do is give you this tracking link. That's really nice because you can go to another record and you can have it set up so you can really quickly and easily just copy those tracking links directly from the campaign. You can look at the campaign, say, here's all the different ways that we're distributing it. I need to make a post on LinkedIn. Copy it, paste. It really increases the chance that your team is going to accurately and effectively use these links if they can easily copy and paste it like that. All right, we have five minutes left. I do want to get into a little bit more of the workflows here. Let's just go through these at a pretty high level. This workflow is set up so that when you're selecting the distribution channels on the campaign creation form, when you're creating the record initially, it's just going to automatically look at which distribution channels did you select? And it's going to create campaign or channel campaign records for each of those. So you don't have to build all of that stuff manually. You can just have it automatically created and associated based on did they check the right boxes in that property? This is basically wrong way. Zoom in. It's just checking on each of your channels and saying, did someone select that if they did create a record, if they didn't check the next one? Alright. And then we already went through tracking links. I've got a couple of workflows here to just update statuses and make sure that they match between the marketing campaign and the channel campaign. And then we're going to get into touch points. This is a really critical one. Again, I'm creating the simplest possible version. But if someone submits a form and it's got UTM information in it, then we can use that to create a touchpoint record automatically use this information to associate it to the right campaign to set different properties within medium and source. And then this is how that contact becomes associated with a marketing campaign, because they submitted a form that has the right utm. And then we're going to use this touchpoint record kind of as an association nexus, which we do in this workflow. So this is just looking at the property values, making sure they match, and it's associating contacts to the campaigns that they've interacted with. And then the final step here is again making sure that information ends up on the deal record. So just like before, we're creating a deal via workflow and then instead of copying properties over, we're going to copy associations so you can copy all of the associated touch points, all of the channel campaigns, all of the marketing campaigns, and then once that is associated to the deal, it won't continue to update as the contact continues to engage with your marketing. So you've got a really clear view on the deal record of this is all the stuff that happened leading up to deal creation. All right, I know I went through all of that very quickly and I'm sorry that we did not have more time. But like I said, I am available on LinkedIn if you have questions about it and I cover it more extensively in my course and we will just jump to this final slide. So final thought, that last one, very complex, very hard to manage and maintain and it's probably over akill for 90 plus percent of companies. But if you have the resources to support it, it's great. If not a comprehensive view of the entire customer journey is not always the goal. You want something that fits the resources you have and gives you enough information to make informed decisions, understanding the context of where the limitations are within the system that you've built. So that is it, I guess. Last thing I'll do is just plug Attribution Academy. Like I said, I go through especially that custom object based model more extensively in the course and if you are interested in joining it, hit me up.

Amazing. Thanks so much.

Ryan.

There is a lot of demand in the chat for part two of this. I think maybe we should just bring you back sometime and work through the Q and A that we have collected here. I really appreciate you coming here. I anticipate a lot of folks reaching out to you on LinkedIn in the near future. Really appreciate you sharing your time and expertise with us here. We are going to call it there. Deanna. Normally at this point I'm like, we'll export out the Q and A, we'll share it with our speaker. Like I don't actually know what the next steps are for this.

Sebastian, I got you.

Great.

We'll take care of it. And thank you for everybody jumping through all the hoops showing up today like the almost 300 of you that made it to admins. You made it work and I'm very proud of you. And I will see you all on Tuesday of next week. Thanks, Ryan.

Yeah. Thank you, Carol. Thank you, Diana.

And a whole lot of love. Get it done accidental or all in by choice Choice admin and slides and lift their voice fixing fields and hacking.

Time.

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