What is Salesforce Campaign object?

Salesforce Campaign is an object that marketing users can use to associate existing leads or contacts with specific marketing activities such as event, email, webinar.

Creating a Salesforce Campaign is quite easy.

1-Make sure that you have the "Marketing User" checkbox activated on your user in Salesforce. To verify, go to Salesforce Set Up > Users

2-Click on the Campaign tab in Salesforce and click on new.

3-Give a name, a cost (if you know it) and a type to your campaign.

4-Campaign is created, you can now add leads or contacts to the campaign.

How to measure campaign performance in Salesforce?

Salesforce offers a seamless way to measure campaign performance but for that you need to strictly respect standard Salesforce behaviors and it only applies to lead.

When creating an opportunity from lead conversion, there are two scenarios.

- Lead is member of 1 campaign -> the opportunity created from lead conversion will automatically be associated to the campaign. The opportunity field CampaignId will be updated with the Campaign ID.

- Lead is member of multiple campaigns -> the opportunity created from lead conversion will automatically be associated with the latest campaign the lead has been associated to.

This will provide you with some helpful information on your campaigns KPIS.

If you want to associate opportunity with campaigns outside this standard Salesforce process, it will require a manual (or automated through Salesforce flow) update on Opportunity in order to put manually the campaign that should be connected to the opportunity.

Conclusion

Despite offering interesting data, standard Salesforce campaign has very important limitations.

- You are missing all the campaign influence that happened before the contact was created in Salesforce

- It is impossible to link an opportunity to multiple campaigns

- It requires a lot of manual actions

- It only supports the standard Opportunity amount to show the revenue from campaign. If you are using a custom field to measure opportunity revenue, then the standard campaign metrics wont show the total revenue.

If you want to have a full understanding on how each campaigns are influencing your opportunities revenue, contact us to book a demo.

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