FAQs on Marketing Attribution

FAQs on Marketing Attribution

1. Can I assign touchpoints to custom modules?

The touchpoints are the campaigns that you run. So every campaign, whether it is conducted on the records present in the standard module or custom module, will always be stored in the Campaigns module.
Whenever you configure an attribution model, all the existing campaigns will be considered for ROI calculation. Read more about setting up the attribution model.

2. Can the ROI weightage be given based on the Lead Source?

No, the weightage is given to the type of campaign.
If you think a particular campaign has more contribution towards conversion or deal closure, then you can manually adjust the ROI weightage, so that a higher percentage is ascribed to that campaign. 

3. What do attribution models do?

Marketing campaigns can run for weeks or months before the customers decide to make a purchase or do business with you. You need to understand which campaign drives the customer towards deciding to make a purchase and which one had the least impact on their buying pattern so that you can channel your marketing revenue to the right campaign.

The marketing attribution models can help you in identifying the profitable campaigns through reports like:

  • Top revenue generating campaign

  • Leads generated based on type of campaign

  • Conversions based on type of campaign

Based on these insights, you can stop conducting the campaigns that don't add value to your conversions.

Zoho CRM provides six models: 
First touch, last touch, U shape, W shape, linear, and time decay.

4. How can I exclude a campaign from the ROI calculation?

Only for the linear model there is an option to define the weightage for each campaign. The revenue will be ascribed to the campaigns based on the value that you enter. Also, you can exclude those campaigns that you think did not have major contribute on winning the deal. Read more on how to exclude campaigns.

5. Can I configure different attribution models for different campaigns?

No, you cannot use different models for different campaigns, because the attribution model works on the entire sales stage and takes into account all the campaigns that participated in one sales cycle. As a result, the model that you choose will be applied to all the campaigns. However, if you want to exclude some campaigns from the model, you can use the linear model of attribution.
We recommend that you experiment with two or more models and decide which is the most suitable one based on the distribution of ROI before finalizing your selection of an attribution model.

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