Overview
An essential aspect of the day-to-day work of a marketing team is quantifying the value they bring to the firm. This is typically presented as a return on investment in various marketing initiatives. We've introduced revenue attribution to connect the firm's pipeline to the campaigns tracked by its marketers, providing a clear line of sight from initiatives to outcomes.
Please note: This functionality requires a Practifi Promote subscription. If this add-on is not enabled within your Practifi organization, the Marketing app will not be available for your Marketing users. For additional information about Practifi Promote, please consult our Understanding Practifi Promote article or reach out to your CSM.
Understanding Campaign Revenue Attribution
When a new deal is created, the system will check whether either the Key Entity or its Members were recently added to a campaign. If they were, that campaign is attributed a specified percentage of the deal's AUM and Annual Recurring Revenue.
This percentage-based attribution continues to apply to any campaigns to which the Key Entity and/or its Members are added while the deal remains open.
Configurable Settings
A System Administrator can configure the following aspects to match how your firm tracks marketing impact:
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Campaign Sources are the records whose membership in a campaign triggers revenue attribution to that campaign.
Both Key Entities and People are available as options. Typically, you'll keep both enabled unless your firm wants to enforce specific rules around how campaigns are tracked, e.g., only at the Person level.
If a Key Entity and one or more of its members are included in the same campaign, that campaign will only be attributed to the deal once.
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Percentage Shares specify what percentage of the deal's AUM and Annual Recurring Revenue should be attributed to each campaign.
You have the option to set exact percentages for the first campaign they were included in, as well as the last one; any remaining percentage is split amongst any others.
If only one campaign is included, it gets the complete 100%.
If only two campaigns are included, they share the full 100% in proportion to their specified percentages. For example, if the first campaign is supposed to get 30% and the last 20%, then with only two campaigns, the split is 60/40.
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The Relevance Window determines how many days into the past to look for campaign membership when the deal is first created.
For example, if the Relevance Window is set to five days, any campaigns in which the Key Entity and/or its members were included within the last five days will be attributed revenue when a deal is created.
You'll find the above configuration options by scrolling down on the Additional Features page in the Settings app and expanding the Practifi Promote: Attributed Revenue section.
The system verifies that the required records in the Feature Settings metadata are correctly populated. If records are missing or incorrect, they are automatically updated with default values to enable accurate campaign revenue attribution. No changes are made if the records already exist with correct values.
If you've just purchased Practifi Promote and haven't yet assigned its permissions to your users, you'll need to do so before these settings appear. You can do this on the same page by clicking the Add Users & Groups icon to the right of the Practifi Promote heading, then adding permissions to users in the pop-up window.
Please note: If you cannot view the Attributed Revenue settings, or if the Add Users & Groups icon for Practifi Promote is inactive, please contact Practifi Support for assistance.
Targeting a Specific Line of Service or Product Offering
The Service Type field on the Campaign record page allows you to tie your campaign to its related line of service or product offering. When attributing deals to campaigns, if a Service Type has been defined for the campaign, attribution will occur only if the deal and campaign share the same Service Type, ensuring marketing credit flows to the right initiative when your firm runs campaigns across multiple offerings.
Accessing Attributed Revenue Details
Attributed revenue details can be found on the following records within your organization:
- Clients and Prospects - the Attributed Revenue tab on the Campaigns section displays these attributions in a list.
- Campaigns - A Campaigns tab on the record page displays this information and is located alongside Basics, Members, and Notes & Files.
- Deals - Attributed revenue information is displayed in the page's Basics tab.
Reporting
The Attributed Revenue object is available within the reporting functionality, alongside all other objects in our data model, and can be reported on for your firm's metrics. The system includes two reports to help you get started, giving your team immediate visibility into campaign ROI:
Attributed Campaign ROI by Service Type Last 12 Months
Attributed Campaign ROI by Type Last 12 Months
Viewing a Campaign's Overall Performance
To view a specific campaign's overall performance, the Performance (Attributed) section on the Campaign record's Basics tab provides a summary of the revenue attributed to it. The following fields are included and use the following calculation methods:
| Field Name | Calculation Logic |
AUM (Attributed) |
Sum of AUM on Attributed Campaign records related to the campaign, where the Deal Stage is Closed Won. |
Annual Revenue (Attributed) |
Sum of Annual Revenue on Attributed Campaign records related to the campaign, where the Deal Stage is Closed Won. |
Potential AUM (Attributed) |
Sum of AUM on Attributed Campaign records related to the campaign, where the Deal Stage is neither Closed Won nor Closed Lost. |
Potential Annual Revenue (Attributed) |
Sum of Annual Revenue on Attributed Campaign records related to the campaign, where the Deal Stage is neither Closed Won nor Closed Lost. |
Won Deals (Attributed) |
Count of Attributed Campaign records where the related Deal’s Stage is Closed Won. |
Potential Deals (Attributed) |
Count of Attributed Campaign records where the related Deal’s Stage is neither Closed Won nor Closed Lost. |
Two fields located in the Performance (Overall) section provide clarity on the lifecycle movements that the campaign played a part in facilitating:
Promoted to Prospect: A count of Entities where the " Became Prospect On occurs between the Start Date and End Date of the campaign. If no End Date is populated, the system assumes today’s date. This includes Entities that are directly related to the campaign, such as campaign members, and Entities where one or more members are related to the campaign instead.
Promoted to Client: A count of Entities where the " Became Client On occurs between the Start Date and End Date of the campaign. If no End Date is populated, the system assumes today’s date. This includes Entities that are directly related to the campaign, such as campaign members, and Entities where one or more members are related to the campaign instead.
Customization Considerations
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This feature has modified the following items. If your firm has customized them, you'll need to either copy the changes into your customized version or switch to the default version and redo your changes.
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