RevSure Data & Attribution FAQ‍

1. How do you differentiate between leads and contacts in RevSure? ‍

Leads and Contacts are considered as a single entity Lead in RevSure. The status change history on both Objects is tracked in the RevSure Lead entity under a single RevSure Lead ID. We connect Leads with Contacts based on the convertedContactId field available on the Lead record. We can configure the required status values for Leads and Contacts in the funnel for reporting.
What if the converted ContactId field is not available, yet there is a contact with the same name and account as the Leads? Is such a situation possible?
We support deduplication of Leads and Contacts based on a configurable set of fields such as name, email, account etc. We support exact match as well as fuzzy match algorithms for deduplication

2. Salesforce leads vs. Marketing Automation system leads? How are they handled?‍

Leads from Salesforce and Marketing Automation systems are also merged and tracked under a single Lead entity in RevSure. We use the internal IDs available in Marketing Automation systems to connect their Leads to Salesforce Leads. E.g.: salesforceleadid field in Hubspot Contacts, sfdcleadid field in Marketo Leads. We also support entity resolution across source systems based on multiple fields such as Name, Email, Account etc.

3. A follow-up question to the above. Could there be a situation where we are counting both Leads and Contacts in the funnel, and there are duplicates? So they are being double-counted? Especially if the same lead is coming from MA and CRM but there is no internal ID available to connect the MA lead to the CRM lead.‍

Yes, this is possible. However, in typical scenarios, there is an automated sync enabled between MA and CRM systems which guarantees the internal ID links are available, which gives us a deterministic match. On top of that, our entity resolution framework can help with deduplicating Leads/Contacts across source systems.

4. Are we deduplicating leads and contacts if the lead and contact have the same name/email id? Etc. If not deduplicated actively this could lead to overestimation of pipeline and conversion predictions‍

RevSure supports the deduplication of leads and contacts across multiple systems thru its entity resolution framework. If there are duplicates in the source systems, they could also flow into RevSure which could lead to overestimation of projections and other aspects. Hence, to mitigate this, the RevSure data platform has a configuration setting to enable the deduplication based on similar identifiers. We use probabilistic entity resolution methods to do this. See more details in the “Entity Resolution Flow” page

5. How do we do Lead to Account Mapping‍

This depends on the source object for Lead. We use the source Account ID linked to Leads wherever available. (E.g: SFDC/Hubspot Contact object).
If the source object is not directly linked to the Account object in the source (E.g: SFDC Lead object), If it’s a converted Lead, then we associate the Account linked to the Converted Contact to the Lead. If not a converted Lead, we use the company field to identify and map to an existing Account or create an Account entry at RevSure and map it to the Lead. So, multiple Lead records having the same company name would be mapped to a single Account Id at RevSure.
We also have advanced methods of Lead to Account mapping based on lead email and account email fields domain name matching methods. This uses our Machine Learning based Entity Linkage framework.

6. How do we do Lead to Opportunity Mapping‍

For the purpose of attribution, we use all the Leads associated with an Opportunity through source objects - OpportunityContactRole in SFDC, contacts-deals association in Hubspot.
Mapping a primary Lead to Opportunity is deterministic for SFDC through OpportunityContactRole object’s primary flag. For Hubspot, we assign the oldest Lead out of all associations, as there is no primary indicator available.
When no Lead/Contact association is available in the source system for an Opportunity, Revsure can optionally assign a primary lead/contact via Account association. In this case, RevSure supports multiple configurable approaches, e.g. RevSure identifies the first created lead/contact associated with the same Account that the Opportunity is associated with and assigns that lead/contact to the Opportunity. Other approaches use looking at contacts within the account within a certain time window of the Opportunity creation date in the source system, as well as looking at contacts with emails and meetings associated with the Opportunity.

7. How do we associate Funnel Lead Source to Opportunities‍

LeadSource is also available as a standard attribute in the Opportunity object in the source system. We use that for funnel_lead_source for the Opportunity entity records. In cases where LeadSource is not available on the Opportunity, we fall back to the LeadSource corresponding to the primary contact of the Opportunity. For Lead records, it comes from the Lead object.

8. What is the Last Touch Campaign attribution model in Demand Generation Effectiveness?‍

Last Touch Campaign attributes 100% of the lead share to the campaign which was engaged last with the lead before entering/converting to a particular stage. For instance, when we look at Generated MQL volumes with last touch converting campaign, this would mean the last campaign the lead engaged with before converting to MQL (and the engagement happened after it converted to lead stage). This attribution answers the question: "Which campaign was the last engaged one before a lead moved into a next funnel stage?"
For a Lead A:
Campaign X was the last one it engaged before moving from Lead to MQL
Campaign Y was the last one it engaged before moving from MQL to SAL
Campaign Z was the last one it engaged before moving from SAL to Pipeline
All these Campaigns will be attributed to a lead at different stages of the funnel versus a Last Touch Campaign model that looks at the single last campaign that is attributed to a record.

9. How does RevSure's AI arrive at the actual projected value for a lead with a pipeline conversion probability?‍

Our AI model continually monitors the types of leads converting in your CRM and then analyzes historical leads that converted into opportunities and what was the amount attested to them; it further analyzes this data on every record across different dimensions to come up with an Opportunity Amount Estimate for each new lead. We then multiply this estimate by the Conversion Probability derived from another set of our AI models to arrive at the projected value for the Leads.

10. How are the number of campaigns touched and number of activities derived for Opportunities?‍

We support these calculations at multiple levels:
Number of Campaign Touches for an Opportunity associated with All Contacts/Leads associated with the Opportunity.
Number of Campaign Touches for an Opportunity associated with the Primary Contact of the Opportunity.
Number of Campaign Touches for an Opportunity associated with All the Contacts/ Leads associated with Opportunity’s Account
Similar calculations apply for Activities

Further questions from customers on Hubspot

1. How do you integrate Hubspot campaigns into RevSure. When RevSure is onboarded does the platform integration with hubspot pull in all existing campaigns and the hubspot campaign sources? ‍

Currently hubspot integration does not support campaign pulls as there are no public apis for this, it is a manual step which is done by exporting campaigns and contact lists from Hubspot UI
There is a process around this the Customer Success team at Revsure follows for some of the other customers to remove the burden. Here is our process as you wanted to get into the weeds:
Step by Step process:-‍

Log into to your Hubspot account Inside the campaigns module under Marketing
Validate the total number of campaigns (under the campaigns icon) & cross check the count, select the check box to cross check if the total number of
campaigns are correct - Note please ensure that the page is to 100
Once you have validated to the middle right of the page you will see an action tab
Select the actions tabs once it drops down select on export campaigns
Once you have selected the export you will get a popup box
1. See if it is default selected to all campaigns ( if that is selected then good to go)
2. Format to CSV
3. Always choose the 2nd option - all available campaign dashboard data
4. Select export
5. Once the data has been exported open the google sheet & validate the data that has been exported along with the count
6. Once the count & data has been validated copy the data & paste it onto the sheet
7. Once the data has been updated & validated then check column S (GUID) has been captured - if the data has been captured then all is good - if not then we need to follow the subsequent steps
8. There is a subsequent sheet that is managed by CS that helps in data validation & mapping

Let us take an example - if there is no GUID mapped - then we need to go to the sheet created by CS, Hub spot campaign manual extraction sheet
Steps Continue :-

Go to campaign in Hub spot
Select the campaign for where the GUID has not been created
Right click on the campaign & open in new tab
Once done copy the URL on the top of the browser & paste the URL in the mentioned sheet - once pasted the GUID will be auto mapped
Go back to the campaign & choose the name then past the name back in the same sheet in Column A
The go back to the campaign & choose the influence contact - click on export & create a list
A new list will be created - select the list & open the list in a new tab
Once done to the top right side under back to the index there is an edit button - click on the edit button & select the format as we have to rename it
- Note - there is already a set format that has been created so that the mapping is correct - will be done by CS
Once you have copied the format replace the format with the format that is shared by CS
- Note - there are 2 parts that need to be validated
  - 1 is the id that has been pasted should be the same as in the Excel sheet
  - The date will be as per the current date
- Once you have updated the page, it can be closed
Once the sheet is completed the next step is to download the sheet & the same is shared with the internal teams‍

2. As far as the Campaign type does that also require further configuration in hubspot in order to designate more detail? for example the Out of the box hubspot channel "offline sources" is a catch all for us which includes event generated leads. Can RevSure segment that our on its own or would we need to do some additional configuring in HubSpot?‍

Campaign Type is not mapped out of the box for Hubspot campaigns, however for other sources systems we do support it (eg: type attribute on sfdc campaign object, advertising channel type on google ads campaign object)
However if you have a custom attribute created on Hubspot campaign object capturing campaign type, we can map it to campaign type field in Revsure
Hubspot channel field from contact object can be ingested in Revsure and used in different reporting views as filters or splits‍

3. The question above is a trickle down question to attribution, how do you know that Revsure is giving credit to different campaigns? via the integrations? UTM tracking?‍

For hubspot - We use the first touch converting campaign, last touch converting campaign fields on contact object along with contact lists to derive contacts influenced by a particular campaign.
We also pull the historical Website Visit data from MAP (Marketing Automation Platform) and parse the URL parameters such as (hsa_ad, hsa_cam, hsa_grp, hsa_acc etc in case of Hubspot) or (_bt,_bl, etc in case of Marketo) that contains the Ad/AdGroup/Campaign Id from the Ad Platforms LinkedIn, GoogleAds and MetaAds. We attribute leads to campaigns based on these IDs.
In addition to this we use the UTM parameters from Website activities extracted through MAP (Marketing Automation Platform) to map it to campaigns across different ad campaign systems eg: - LinkedIn Ads, Google Ads etc.

4. How do we capture visitor related activities?‍

We have a first party tracking javascript pixel that gets installed in your website, which then relays all the visitor related activities into RevSure Data platform. These activities are then used downstream in the application to drive visitor and website analytics. For the contacts in MAP, we also integrate with corresponding APIs to get all the web activities associated with each lead/contact.

5. How do we deduplicate anonymous visitors?‍

RevSure supports a configurable fingerprinting mechanism to track anonymous visitors at multiple levels.
Level 0: IP Address, Location, Time Zone, ISP (Cross-device fingerprint)
Level 1: Level 0 + Device details + OS details (Cross-browser fingerprint)
Level 2: Level 1 + Browser details (browser level fingerprint)

6. How do we associate visitors to lead and contacts?‍

RevSure’s first-party pixel captures the identifiers like names, email address and other unique identifiers that could for instance be present as forms on your website. These identifiers are then mapped to the identifiers present in your CRM systems to associate anonymous visitors to leads and contacts.

7. How do we get more information about anonymous visitors?‍

We have enrichment tools like 6sense, Apollo, PDL, 5x5Coop etc. integrated with the first party visitor datasets, which can provide account level attribute information like company name, industry, revenue, demographic attributes like region, country, city etc.
We also support Person-level De-anonymization through our data partners like RB2B and 5x5Coop which can help identify who is visiting your website before a Form Fill. Key attributes like LinkedIn URL, Company, Industry etc are available for de-anonymized visitors.

8. Do you support web page level analytics?‍

Yes by defining what key webpages you would like to track, we are able to show what web pages are more effective in driving traffic into your systems, we have the ability to model these key pages as campaigns and include them in the attribution view in the demand generation effectiveness view
What if we don’t use Leads/ Contacts and follow an ABM motion?
The RevSure funnel config can easily adapt to such scenarios, through a simple selection in the Funnel Config UI, you can configure the funnel based on multiple entities like Leads, Accounts, Opportunities. Hence in case of ABM motions, just select Account as the primary source entity instead of Leads, and the entire application interface will start reflecting account level metrics

9. What if I have data syncs setup between my Ad systems and CRMs? Will this result in data duplication and over counting?
These scenarios are handled in RevSure. In such cases, RevSure platform ships with a dedupe mechanism which tries to identify potential campaign overlaps between CRM systems and Ad systems and hence prevent any duplication of data. This is done in either of the two ways:
If there is a naming convention that is used while syncing data between these systems, we take that as a configuration
If no convention exists, we try to do a probabilistic match between the campaigns based on the engagements, similarity in the campaign names and other features.
See more details in the “Entity Resolution Flow” page.

10. How do you associate activities with campaigns?
Marketo Campaigns, Outreach sequences, Salesloft cadence etc have a campaign ids associated with the activities. We also use various query parameters like UTMs, gclids etc. to resolve web page activities to the corresponding paid campaigns
Not available for salesforce/ hubspot unless custom attributes are stamped in the source system

11. How do you associate leads with campaigns and activities?
Lead to campaign association is made through CampaignMembers (SFDC), ProgramMembers (Marketo), CadenceMembership(Salesloft) etc. For Ad platforms, association is done via UTM parameters stamped on the lead/contact objects as well as the tracking IDs captured in the website visit URLs that are extracted from MAP. For GoogleAds we also use click_view dataset which provides the association between GCLID and a Google Ad by each date for the last 90 days.
> Exception: Hubspot campaign extractions is a manual process and requires creation & export of contact lists to get all influenced contacts
How do you get Engagement Dates for a Campaign to a Lead or an Opportunity and Account?
Engagement dates are extracted from CampaignMembers/ ProgramMembers/Adclick etc which can be configured in datahub. For UTM param based campaign matching, history tracking needs to be enabled on UTM fields.
Engagement dates are also extracted from Website Visit activities from our First Party Tracking Pixel and Marketing Automation Platforms (Hubspot/Marketo/Pardot)

12. How do you do First Touch?
For leads/ contacts -> First campaign a lead/contact has engaged with based on engagement timestamps
For opps -> First campaign, a primary contact (or across all contacts at opportunity/ account) associated with the opportunity has engaged with based on engagement timestamps

13. Do you support First Touch Converting Campaign Attribution (if so how?)
RevSure captures all the touchpoints associated with Leads, Opportunities and Accounts. Demand Generation Effectiveness module in RevSure supports First Touch Attribution by analysing all the touchpoints before each funnel stage and attributes to the very first touchpoint prior to the Conversion.

14. Do you support Last Touch Converting Campaign Attribution (if so how?)
RevSure captures all the touchpoints associated with Leads, Opportunities and Accounts. Demand Generation Effectiveness module in RevSure supports Last Touch Attribution by analysing all the touchpoints before each funnel stage and attributes to the very last touchpoint prior to the Conversion.

15. How do you do Last Touch?
For leads/ contacts -> Last campaign a lead/contact has engaged with based on engagement timestamps
For opps -> Last campaign a primary contact (or across all contacts at opportunity/ account) associated with opportunity has engaged with based on engagement timestamps
We have the following methodologies available for opportunity level attribution - Primary Contact, First Contact, All Contacts, Account Engagements

16. How do you do Any Touch?
For leads/ contacts -> All campaigns a lead/contact has engaged with
For opps -> All campaigns, a primary contact (or across all contacts at opportunity/ account) associated with opportunity has engaged with
We have the following methodologies available for opportunity level attribution - Primary Contact, First Contact, All Contacts, Account Engagements

17. Can you support custom attribution done in the source systems?
Yes, if the campaigns are captured on custom attributes across lead/ contact/ opportunity objects, we can ingest them and expose them as custom attributions.

18. How do you do team attribution based on activities and owners?
For Owners -> Each campaign has an owner attribute which can be mapped to a team and added as a dimension in Demand Generation Effectiveness View or we can use that for Multi touch Attribution.

19. How do you do attribution if that dimension is not on the campaign object
We support it in the reporting views by adding such dimensions as filters/ splits.
We also have a configurable option to define rules and convert Activities associated with different teams into synthetic campaigns in RevSure that can be used in Attribution.

20. Can you do attribution by asset type (whitepaper, e-book, video, banner, carousels on linkedin posts, FAQ, etc.)
Yes, we can support this in following ways - either the assets are directly associated campaigns, or if they are associated with ad/adgroups. We can also ingest utm parameters as campaign records in the system.
We have the ability to derive campaigns from UTM parameters. So if assets are captured in a utm attribute, we can ingest them as campaign parameters.
We also support custom business mappings for taxonomy enhancement. In case you have a set of mapping that defines some attributes on campaigns eg: Channel, Source Details etc, we can either create these attributes as custom dimensions or we can provide this mapping as an input to the business mapping builder and post which these dimensions will start showing up for attribution use-cases.

21. Do you support account level attribution methodology?
We get account level engagements from source systems like LinkedIn, 6sense, Demandbase etc. These engagements alongside any engagements associated with leads/ contacts associated with the same account are then used in the demand generation effectiveness to show which accounts were engaged with a campaign and analyse them throughout your funnel

22. How do you associate Leads to Accounts and Opportunities to Accounts if the company is not linked to the Lead?
For lead/ opp to account mapping we look at the email domain level matches to find an overlap between lead/opps and accounts. In case email domain is not available we use a combination of attributes to do an algorithmic match using the entity resolution framework. In case the opportunities do not have any leads associated with them, we can assign the oldest of the leads from the account to which the opportunity has been associated to and assign it as the primary contact

23. How do you resolve duplicate leads/contacts coming from different systems that might have different names/labels?
We first look at the source ids present in the systems which serve as the linking identifier between systems. In absence of these Ids we fall back to identifiers like similarity in names, domains, email and other contact details, demographic attributes etc to find the best possible match using the entity resolution framework.

24. How do you resolve duplicate Account names coming from different systems that might have different names/labels?
We first look at the source ids present in the systems which serve as the linking identifier between systems. In absence of these Ids we fall back to identifiers like similarity in names, domains, industry, demographic attributes etc to find the best possible match using the entity resolution framework.

25. How does RevSure derive the original source and channels of anonymous website visitors?
We look at multiple factors eg: referrer information, utm parameters like source medium etc, gclid, other keywords like email etc associated with webpage visit requests and create a rule engine to classify the visits into different sources like paid social, paid search, organic search, referrer, offline etc.

26. How does RevSure derive Referrer campaigns?
We look at the referrer domain and the initial referrer domain information that is captured via our First Party Pixel/ Website Visit Activities from Marketing Automation Platforms. These domains are then modelled as campaigns and can be seen under the demand generation and effectiveness reporting to infer what referrer sources are working better for lead/ opp generation

27. How does RevSure incorporate account engagements into lead and opportunity attribution?
We get the account level engagement/touches from different source systems eg: LinkedIn, 6sense, DemandBase etc. For all such campaign engagements we map the account level touches onto the individual lead and opportunities that are associated with the account and as a result of which they get factored in the attribution

28. What different scenarios does RevSure support for opportunity attribution?
We support opportunity attribution based on the engagements associated with primary contact/ All Contacts/ First Contact/ Account for any given opportunity

29. How does your product track the visitor journey on a website? Is it through cookies, IP address or device ids or something else?
Revsure uses a first party cookie based SDK to track the visitors on your website which captures IPs, emails, device attributes as some of the parameters for mapping Visitors to Leads, Accounts and Opportunities
If it is any or all of the above, then why can’t we track it through GA? GA can also help us track the website journey.
Along with website journey, Revsure also provides full funnel analytics by integrating with multiple sources like Ad systems, CRMs, Engagement platforms etc where we stitch visitor journey to deep funnel events such as opportunity creation, booking done etc. By providing native integrations to Ad systems like LinkedIn, Meta etc, we provide easy Ad Level reporting for figures like Impressions, clicks, CTRs, Budgets, Spends and ROI across all the systems in a single unified interface. Alongside this we also provide integrations with enrichment tools like 6sense, Apollo which adds more context to the website visitor datasets

30. How do you tie the visitor journey with the email address? Again is it through device id or IP address?
The SDK gets embedded on the snippets like form submissions where any identification information like email address or phone numbers are getting captured for deterministic matching, in absence of which we also rely on other parameters like ips, domains, and other device attributes to map the visitors to leads and accounts

31. Are there any other heuristics to make the above connection?
We have internal fingerprinting strategies based on ip, domain level, device attribute matches to make the connection of the visitors to leads, accounts and opportunities

32. In GDPR countries, cookie consent is mandatory. So if the cookie is not consented by the user, does Revsure still track the visitor journey?
During the implementation of the SDK on your website, you will have to pass on the relevant user consents to the SDK and we will opt out the users based on them or the SDK can be setup in a way where the tracking happens only after the consent has been provided

33. Outside of the website, how does the product track third party interactions?
We have native integrations with marketing systems like Google Ads, LinkedIn, Meta Ads etc, ABM systems like Demandbase, 6sense etc. Apart from this we pull the activity datasets residing in CRMs like Hubspot, SFDC and Sales engagement tools like Outreach, Salesloft etc

34. How does it then tie the 3rd party interactions with the website visits and then to the email address post form submission?‍

We capture the relevant identifiers like emails, phone numbers, device attributes etc from the websites, ids like gclids, utms, referring URLs, across marketing systems and CRMs and using these identifiers map the visitors, leads etc to all the third party interactions
For Opp Attribution, what is the difference between all contacts and accounts? Is all contacts for all contacts that we have a record for in our CRM?
Account is going to take a very holistic view with the broadest influence on the overall account that is associated with the opportunity. This will include engagements that are directly captured at account level from ABM tools like DemandBase, 6sense etc, alongside any engagements associated with leads/ contacts associated with the same account.
All Contacts is still a wide view, but will only consider the influence of known contacts associated with the opportunity.
Primary Contact is just looking at the Primary contact associated with opportunity. In our experience sales teams often don't input this data, or it's used to track someone who is responsible for accounts payable, or a non-decision making signer

35. Are we deduplicating leads and contacts if the lead and contact have the same name/email ID, etc.?

RevSure supports the deduplication of leads and contacts across multiple systems. If there are duplicates in the source systems, they could also flow into RevSure which could lead to overestimation of projections and other aspects. Hence, to mitigate this, the RevSure data platform has a configuration setting to enable the deduplication based on similar identifiers. We use probabilistic entity resolution methods to do this. See more details in the “Entity Resolution Flow” page

36. How do we do Lead-to-Opportunity Mapping?

For attribution, we use all the Leads associated with an Opportunity through source objects - OpportunityContactRole in SFDC, and contacts-deals association in Hubspot. Mapping a primary Lead to Opportunity is deterministic for SFDC through the OpportunityContactRole object’s primary flag. For Hubspot, we use the oldest created Lead out of all associations, as there is no primary indicator available.
In case there is no contact associated to the opportunity we have the following configurations:

Use the oldest contact from the opportunity’s associated account
Use contacts with activities in the associated account within a time window (+/-) of the Opportunity Creation
Associated contacts with activities in the same accounts during Opportunity Life Cycle
Assigning contacts to opportunities based on email participants and emails associated with an opportunity

We also support three options for opportunity attribution inclusive of the above:

Primary contact-based opportunity attribution
All contacts in an opportunity-based opportunity attribution
Account Engagement level opportunity attribution (this would include touches from Account engagement campaigns from an ABM tool like
6sense/Demandbase/Rollworks, or account level engagement/impressions from LinkedIn.

Conversion Tracking

1. How RevSure tracks leads from web visits to opportunity creation across ad platforms, website (form fills, web visits, CMS, Splash pages that don’t have our branded domain, etc), chat (Qualified), Marketo, and SFDC (i.e. identity resolution), especially in scenarios where cookies/JS is blocked on the browser or site
RevSure tracks the anonymous visitor to lead to opportunity creation in multiple ways:

UTM Campaigns:‍

We can create campaigns based on the UTM values from the URLs
For Marketo, we look at the URL field in the Website Visit activity data
We also look at various Marketo URL parameters that track the paid ad campaign IDs.
If the ‘utm_campaign’ value exactly matches any paid ad campaign names, we need not create a campaign in RevSure. Otherwise, we create a campaign in RevSure even if the traffic comes from ad platforms like Facebook Ads, Google Ads, LinkedIn, etc.‍

Referrer Campaigns:‍

If the UTM parameter is not present, we create referrer campaigns based on page referrer URLs. For example, for Marketo, we look at the ‘Referrer URL’ field. For Hubspot, we look at the hs_referrer field in Web Analytics data. For Pardot, we use the firstReferrerUrl field in the Prospects data.‍

Website Campaigns:‍

These are created based on the Page Visit URLs
You can find our detailed documentation at URL-Based Campaign Associations

For chat: We can either sync the data from SFDC (if Qualified.com events are synced to SFDC objects). We can also integrate with Qualified APIs.

For splash pages (without branded domain) and CMS: RevSure first-party tracking pixel can capture the referring domain information which helps in identifying the source of the traffic. Additionally, if you have configured UTMs on third-party websites, we would be able to capture them and create campaigns as per the above section. ‍

‍Identity Resolution: ‍

RevSure supports a fully configurable Entity Resolution framework that can resolve identities across multiple source systems or within the source system.
Identity resolution can be done on different entities like Lead, Account and Campaigns to deduplicate or link/merge records across multiple systems.
Please refer to this document for detailed information: RevSure's Entity Resolution Framework

Scenarios where cookies/JS is blocked:

RevSure tracking pixel works on first-party cookies, minimizing the impact of third-party cookie blocks (like Apple ITP 2.x). You can also load the tracking snippet from your domain (by setting up a CNAME entry), which will further minimize the risk of getting the cookies blocked. For the scenarios where JS is blocked, we do support server-side tracking capability where your website developer team would have to implement code to events for tracking and identifying users from their backend.
Configurable Fingerprinting: In addition to the above, Revsure supports a configurable fingerprinting mechanism to track anonymous visitors to conversion at multiple levels.
1. Level 0: IP Address, Location, Time Zone, ISP (Cross-device fingerprint)
2. Level 1: Level 0 + Device details + OS details (Cross-browser fingerprint)
3. Level 2: Level 1 + Browser details (browser level fingerprint)

We provide a configurable tracking mechanism that encapsulates the above.

Differentiation between organic search and direct traffic
- RevSure can classify traffic into various types of sources, including organic search and direct traffic. You can find our documentation on how traffic is classified at: Campaign Channel Classification
  - These rules can be customized for your specific needs
Visibility into conversion tracking and sourcing (e.g. can we see not only how many leads came in from organic search, but also why they were categorized under organic search)
- You have complete visibility and traceability into the lead/contact, account and opportunity journeys and all touches/interactions.
- You can find the rules (reasons) for why traffic was categorized under a particular channel at: Campaign Channel Classification
  - These rules can be customized for your specific needs
  - We also capture the source details of the traffic, eg: URLs like google.com, bing.com etc. which you can use to slice and dice through the reports
Handling margin of error in tracking conversions, especially with missing or mistagged UTM parameters
- As the first step, we do an ID-based association based on website activities tracked in Marketing Automation Platform. The margin of error is very low.
  - Only in the case of the ID parameters are not available, we fallback on UTM parameters - and the rules for mistagged UTM parameters can be customized based on your inputs.
Integration of digital + offline engagements (e.g. event attendance with online registration form)
- We support multiple mechanisms:
  - We can track event registrations/attendance from online registration forms using our first-party pixel
  - We can track offline events being tracked in SFDC/CRM Campaign/Campaign Member or any other custom object/attribute
  - Else if these events are being tracked in an Excel spreadsheet or a CSV file, then we can also ingest that data into RevSure.
  - If you have a system to track event/conference registrations we can integrate it with the relevant APIs or webhooks
- This data gets blended in with the website traffic data and other digital sources, which creates a single journey per lead that captures both online and offline touchpoints
Matching landing page URLs with SFDC campaigns (and associated/custom attributes)
- RevSure achieves this by looking at URLs and matching the ‘utm_campaign’ value. If the campaign name matches the SFDC campaign name, then the leads get associated with that SFDC campaign.
  - We can capture these URLs using RevSure’s tracking pixel from the time of deployment. We also extract historical URL visits from Marketing Automation Platforms like Marketo, Hubspot and Pardot.
  - Visitors from RevSure’s tracking pixel and the visitor activities from your Marketing Automation Platform are mapped to Leads/Contacts in CRM through our entity resolution framework.
- Refer: URL-Based Campaign Associations
- In case there is any custom mapping implemented for landing page URLs to SFDC campaign, we can ingest that and map the campaigns accordingly

Attribution Models

1. Analyzing opportunity influence of marketing programs from opp open to opp close (win/lost)‍

RevSure allows you to view stage-to-stage attribution (influence and other attribution methods) and conversion metrics in the Demand Generation Effectiveness (DGE) module where you can see the attributed impact/influence of campaigns across pipeline stages from open opp to close
RevSure also gives you the capability to look at the marketing campaign influence on stage-to-stage movements using AI-driven Markov chain models in the Funnel Conversion Attribution module.

Opp sourcing models between marketing, BDR, and AE

RevSure integrates campaigns and activities across the GTM motion - marketing, SDR/BDR and AE motion. For e.g., we import Outreach sequences as campaigns which help us see the effectiveness of SDR/BDR motion.
We can identify each of these campaigns and activities against these GTM motions and do attribution by GTM motion and the teams by understanding the sequence of touches across these GTM motions for each lead, account and opportunity
With this, we are able to identify the first touch and true/original source of opportunities between Marketing, SDR/BDR, and AE
If you already have a “Source” dimensions/attribute against Opportunities we can also use that in our attribution

Out-of-the-box and custom attribution models, including first-touch attribution and multi-touch attribution

We can do opp attribution for open as well as closed opportunities to/against marketing campaigns from various ad platforms. For the opp attribution, we support the following types:
- Primary contact based
- All contacts based
- Account based
For the various types of attribution methods supported by RevSure, please refer to our documentation: Attribution Methods in RevSure. These include First touch, Last touch, Any touch, Linear, U, W, J, Inverse J, Influenced and AI-Markov Chain-based multi-touch attribution methods. We also support Marketing Mix modeling.
In case you have implemented any custom attribution methodology in SFDC or have a customer methodology for attribution (eg: custom attribution fields on Opportunity object), we can ingest them or implement them and expose them as custom attribution models in the RevSure application.

Analytics

1. Understanding deal acceleration metrics (example insight: accounts/opps that engage with X event close 3x faster than those that don’t) ‍

RevSure provides full funnel and pipeline attribution & analytics that can answer questions on what types of touches/campaigns/campaign types drive faster conversions, conversion velocities and deal acceleration at different stages of the funnel/pipeline for leads/accounts and opportunities.
Funnel Conversion Attribution: Our AI-based attribution helps you identify the campaigns and channels that are contributing to the most conversions across your funnel and pipeline stages as well as the paths that are the most effective in conversion between stages.
Understanding how marketing channels (paid search, organic search, events, email, etc) and offers (e.g. ebook, demo form, webinar, field event) perform individually and in relation to each other (e.g. top 3 offer types that perform well in organic search)
- Revsure supports different MTA methods that look across all the touchpoints across different marketing channels, interactions, offers and assets - both in isolation and in the presence of all other touches. These MTA methods include first touch, last touch, any touch, Linear, U, W, J, Inverse J, Influenced and AI-Markov Chain-based multi-touch attribution. They help you track, predict and attribute and also provide recommendations.
- We support the Markov chain-based Multi-Touch Attribution model that provides insights into contributions made by different channels in the conversion of every stage in the funnel. This can be configured to run on any campaign attribute, like campaign name, type, etc.
- The Journey module helps you filter the journeys based on channel, campaign, campaign types, offers, etc. eg: paid search as well as lets you specify filters on touchpoints like ebooks, webinars etc, which helps you to look at how these journeys have performed, how many leads took this path, what is the average cycle time etc.

2. Tools for marketing leaders to assess the effectiveness of various marketing efforts.

You can use the various functionalities on the Demand Generation Effectiveness (DGE) module for this. Its key features are:
- Maximize Pipeline and ROI from Demand Generation efforts
- Analyze campaign performance based on ROI metrics, Conversion, and Velocities across the top, middle and bottom of the funnel
- Overall metrics for all demand generation efforts in a year or quarter
- Specific insights at a campaign and channel level

3. How sales teams can use Revsure to analyze and improve sales cycles.

There are various modules in RevSure that the sales teams can use to improve sales cycles.
- Pipeline Predictability module helps in tracking and forecasting the pipeline.
  - Pipeline Projections: Monitor your pipeline and booking projections against your targets for current and upcoming quarters
  - Pipeline Analytics: Analyze how your pipeline is evolving
  - Pipeline Health: Understand and improve the health of your pipeline
The Funnel Conversion Attribution and Deep Funnel Attribution modules help the sales teams understand what is working and how it is impacting pipeline movements and bookings.

4.Financial metrics tracking for Finance, such as program ROI and CAC

The metrics for program ROI (Pipeline and Booking ROI metrics) are part of our attribution and measurement capability. It can help you analyze the effectiveness of your campaigns at multiple levels (campaigns, channels, segments, ads). You can drill down and dig deeper into what is working well for you.
Additionally, you can use our dashboarding capability to create your own dashboard with various widgets and configure them to track program ROI, CAC, and various other metrics.

5. Understanding common paths to conversion (to lead, meeting, opp, etc), including what campaign engagement combinations are common paths to conversion

The Journey module helps with this. It highlights the most promising journeys that a lead takes as they progress through the stages in the funnel. This also helps you uncover any journey roadblocks your leads may encounter. You will also see the campaign(s) with which a lead may have interacted. Using the Journey module, you can trace the most important touches and conversion paths from anonymous visits to pipeline & revenue.
In addition, we support an AI-based
We also recommend Next Best Action for every lead based on AI attribution both at campaign name level or campaign type level.

Data Extraction

1. What format will the data be in that is pushed to the data warehouse (i.e. will it be in separate tables that we’ll need to join again, or will it have a layer of calculation/transformation done in RevSure?) ‍

Yes, we can write back to SFDC and Data warehouses.
In addition to this, we also support exposing multiple reporting and attribution output tables via BigQuery that can easily be queried and used to build reports in any BI tool. These reporting and attribution output tables can help you with lead reporting, pipeline reporting, attribution reporting, etc.
These tables are precomputed at RevSure’s end. Hence, they will not require any layer of recomputation.
We can also push these reporting tables to your data warehouse like Snowflake or BigQuery on a bulk and incremental daily basis (sync schedules are configurable)

2. How does RevSure measure impressions and influence for campaigns?

‍We get the ‘Impressions’ directly from the source system. For example, we would get the ‘Impressions’ directly from LinkedIn.The ‘Influenced Account volume’ is the number of accounts that have touched a campaign. We also get this info from the source system (e.g., LinkedIn). Then we match this to the data we got from the CRM. If an account we got from LinkedIn matches the one from CRM, we only count it towards ‘Influenced Account Volume’.In case the account that we got from LinkedIn does not match any account from the CRM, we create a new account in RevSure and then count it towards the influenced volume.

6sense Integration

1. What are the different use cases for integrating 6sense with RevSure?
The RevSure integration with 6sense is used for the following three use cases:

IP enrichment use case
Account and Account scoring enrichment use case
Lead enrichment use case

2. What 6sense package do I need for each of these use cases?
Each use case requires a specific 6sense package that you need to have subscribed to.

IP Enrichment use case: 6sense Platform or Sales Intelligence Package
Account/account scoring enrichment use case: 6 Sense Platform subscription and Advanced package for scoring
Lead Enrichment use case: Add-on to any Platform or Sales Intelligence package

3. What is the process for integrating with 6sense?
For 6sense integration with RevSure, we need an API token that needs to be pasted into RevSure, and the subsequent steps are to be followed.
For IP enrichment use case, the API token can be taken from the 6sense website. Please refer to the Integration Document for more details.
For the other use cases, you need to connect with your 6sense Customer Success representative to obtain the API token and share it with the RevSure team.

4. What other permissions are needed for the 6sense integration to work seamlessly?
For the IP Enrichment use case, you need to also enable the RevSure First Party tracking Pixel on your website. Please work with the RevSure Customer Success team to have that set up.
You also need to provide RevSure with UI access to your 6sense account, so that the team can manually extract campaign information from 6sense and upload it to RevSure.

5. How does RevSure extract campaign data from 6sense?
Since 6sense does not have a Campaign Export API, currently, there is a process in place to extract campaign data from 6sense in a manual fashion. RevSure team does this every week/fortnight based on the frequency of campaigns at the customer end. The detailed process can be viewed here.

History Tracking of Custom Attributes

1. How does RevSure track the history of custom attributes?

RevSure supports tracking historical changes to custom attributes using two approaches. For both the approaches, we need to enable the track history configuration in Data Hub for the specific attribute. By default, we go with ‘Approach 1’. For key fields like ‘Lead Status’, ‘Opportunity Stage’, etc., we get the history from ‘LeadHistory’ and ‘OpportunityHistory’ objects.

Approach 1: Ingest history from source ‍

In this approach, we pull the historical changes into the selected attribute from the source objects.
History tracking should be enabled in the source system (e.g: SFDC).
For example, in SFDC, we extract history objects like LeadHistory, ContactHistory, OpportunityFieldHistory, AccountHistory etc. by default.
With this approach, accurate timestamps of the changes to attributes are captured and history can be pulled since the history tracking was enabled in the source system. This would include prior periods (before Revsure onboarding).‍

Approach 2: Build history at RevSure‍

With this approach, We build a history of changes to the selected attribute based on data extracted with every sync.
This can be enabled even for attributes for which the history tracking is not done at source.
When a change in attribute value is detected between two syncs, a change record is created at RevSure.
Current sync start time is logged as the timestamp of change for the attribute.

Approach 3: CDC from Salesforce‍

RevSure supports capturing event streams from Change Data Capture enabled from Salesforce
Users can configure CDC in Salesforce for the Objects and Attributes they want to track history for.
In RevSure Data Hub, we can configure the same Objects and Attributes for history tracking.
Every time there is a change in such attributes, RevSure automatically captures those changes and ingests them into attributehistory entity in RevSure Data Model which can be used in downstream reporting and analytics.

Note: History tracking for attributes is enabled based on the requirement since there is a storage and cost overhead for maintaining additional data.