How to: Configure Opportunity Attribution – metadata.io

Metadata provides several types of opportunity attribution that can be configured based on how your organization tracks things currently.

Get started on the Reports > Opportunities > Opps Summary page.

Jump to:

Attribution Model Types
Attribution Model Settings
Best Practices

Attribution Model Types

Impacted

Attribute opportunities based on accounts that clicked your ads.

Note: LinkedIn provides account-level details for each ad click which allows us to track all clicks even if they do not generate leads. Unlike LinkedIn, the other ad channels (Facebook, Google and Display) do not provide account-level details for each ad click so we rely on leads being generated to track clicks (1 lead = 1 click).

Influenced vs Triggered

Both model types attribute opportunities based on leads generated through Metadata that match a contact by email address or account by domain name.

Influenced and Triggered metrics are presented in all reports (eg, Multivariate Performance, Cohort Analysis, Experiments table etc). Additionally, both model types can be used as an optimization formula for paid campaigns.

Additional

Similar to Influenced and Triggered, Additional model types attributes opportunities based on leads generated through Metadata that match a contact by email address or account by domain name.

However, Additional model types are only displayed as a metric in the Opportunities reports section and cannot be used as an optimization formula for campaigns.

Attribution Model Settings

Click the name to configure the attribution model.

Note: Opportunity data synchronizes every 24HR. You don't have to worry about old data getting mixed up with new data, changing the model resets the data and pulls existing and new opportunities that meet your updated criteria.

Contacts associated with opportunities

Note: This is the default model type for Triggered Opportunities.

This relationship type attributes based on an exact match of email address between converted leads and contacts associated with opportunities in your CRM.

Contacts marked as Primary to opportunity

Note: This is only supported for Salesforce CRM.

This relationship type attributes based on an exact match of email address between converted leads and the primary contact associated with opportunities in your CRM.

Any relationship

Note: This is the default model type for Influenced Opportunities.

This relationship type attributes based on an exact match of email address or domain between converted leads and contacts associated with accounts in your CRM. Attribution will occur for all opportunities associated with the matched accounts.

Attribution window

In addition to choosing relationship types, you can limit attribution to occur for leads created within a specified number of days relative to the opportunity creation date.

For example, you can configure your attribution window so that only leads created up to 90 days before and 30 days after the opportunity creation date count towards attribution.

Your settings will vary depending on factors unique to your organization (eg, length of sales cycle).

Advanced Setup

Enable to specify a filter and only attribute opportunities that meet specific criteria using fields and data in your CRM.

Consider this example where we exclude opportunities with "Renewal" in the name so we can focus on measuring net new:

Best practices

Configuring the Influenced Model

Use the Influenced model type to measure Metadata's total impact on pipeline. This means using a less strict relationship type (Any Relationship + Match by Domain) and an attribution window that is liberal enough to capture the total number of impacted opportunities.

Consider this starting point:

Note: The blank values in the attribution window settings means that all Metadata leads that match an opportunity by domain name regardless of opportunity creation date will count towards the attribution.

Configuring the Triggered Model

Use the Triggered model type to measure Metadata's total impact on sourced pipeline. This means using a more strict relationship type (Contacts associated with opportunities). Additionally use an attribution window that starts at lead creation date and ends at the upper limits of the time it takes for a lead to convert to an opportunity.

Consider this starting point with the assumption that the longest it's taken a recent lead to convert to opportunity is 90 days:

Configuring First Touch

Note: To start, do not use the Influenced or Triggered model types to measure first touch or last touch as that criteria may be too strict which can negatively impact budget optimization and campaign performance.

Use the Additional model types to measure First Touch attribution using Advanced Setup to filter out opportunities that do not have an opportunity first touch lead source value containing Metadata.

For example:

Configuring Last Touch

Please refer to the instructions for First Touch but use Last Touch fields instead.

Validate Attribution Models

Click the Opps Quantity value to review attributed opportunities and ensure everything is being tracked according to your preferences. Reconfigure attribution models as many times as you need to get the attribution you want.