Since understanding the results of the different RCE attribution settings can be challenging I have done my best to outline an example so you can see the differences.
This first example uses the Explicit Setting (Credit is given to a program if the contact reaches success and has an opportunity role/primary):
Here is the same example with the Implicit Setting (Credit is given to a program if a contact in the program reaches success and there are any opportunities associated to the account. The contact in the program doesn’t need to be associated to the opportunity):
Here are the results using the Hybrid Setting:
When you compare all three results you can see that the Implicit setting may give credit to a program despite having no real influence in the opportunity. The Explicit setting may do the opposite of the implicit setting and not give credit to a program which did influence an opportunity. The Hybrid setting will help account for opportunities not associated to contacts but it may not give credit to all the programs which influenced the opportunity. Finally, whether your sales team always, sometimes or never associates contacts with their opportunities might have a dramatic impact on each of the different RCE attribution settings.
If you find this article confusing feel free to add comments and I will do my best to clarify my article. Thanks!
Link to second example.
Link to Checklist for Attribution Reporting.
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