How It Works

This page gives a high-level overview of how the Cleot Attribution App tracks campaign interactions and connects them to your pipeline and revenue.

Touchpoints

A Touchpoint is a record that represents a single campaign interaction. When a Lead or Contact is added to a Campaign, the app automatically creates a touchpoint to capture that interaction.

• Lead touchpoints are created with Status = Created and are not yet linked to any Opportunity.
• Contact touchpoints are linked to the Contact's Account. If the Account has open Opportunities, the touchpoints are attributed to those Opportunities automatically.

Example

A Contact "Alice" is added to your "Spring Webinar" Campaign. Her Account "Acme Corp" has a $100,000 open Opportunity. The app creates a touchpoint linking Alice, the Campaign, and the Opportunity — and distributes the appropriate share of revenue based on the active attribution model.

Attribution

Attribution connects touchpoints to Opportunities at the Account level. When a new Opportunity is created, the app finds all active touchpoints on that Account and attributes them to the Opportunity.

Example

Account "Acme Corp" has two Contacts who each attended a campaign. When a $60,000 Opportunity is created on the Account, both touchpoints are attributed to it. Using the Even model, each receives 50% credit ($30,000).

Amount Distribution

The active Attribution Model determines how an Opportunity's value is divided across its touchpoints:

• Even — Equal credit to every touchpoint.
• Position-Weighted — More credit to the first and last touchpoints, less to the middle.
• Time-Decay — More credit to touchpoints closer in time to the Opportunity.

Example: Even Model

A $200,000 Opportunity with 4 touchpoints:

Touchpoint	Weight	Amount
Campaign A	25%	$50,000
Campaign B	25%	$50,000
Campaign C	25%	$50,000
Campaign D	25%	$50,000

Example: Position-Weighted (40/20/40)

The same $200,000 Opportunity:

Touchpoint	Position	Weight	Amount
Campaign A	First	40%	$80,000
Campaign B	Middle	10%	$20,000
Campaign C	Middle	10%	$20,000
Campaign D	Last	40%	$80,000

When an Opportunity's Amount changes or it moves to Closed Won, the amounts on each touchpoint are automatically recalculated.

Lead Conversion

When a Lead is converted in Salesforce, the app automatically transitions all of the Lead's touchpoints to the resulting Contact and Account. If the Account has open Opportunities, the touchpoints are attributed to them.

Example

Lead "Jane Smith" has 2 touchpoints from attending two campaigns. She is converted to a Contact on Account "Acme Corp," which has a $50,000 open Opportunity. Both touchpoints are re-parented to the Contact and Account, and attributed to the Opportunity with $25,000 each (Even model).

info

The original Lead reference is retained on each touchpoint for audit purposes.