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The Primary Campaign Source is usually the most recent campaign the lead is a member of. You can control this using Apex triggers as well as Campaign Influence. I would use triggers to ensure the Primary Campaign Source is filled in. Also try to alert you if it is empty.
Great suggestion from Josh. My two favorite reports to see the influence Campaigns have had on Opportunities is the built-in SFDC report called "Campaigns with Influenced Opportunities" and Marketo's "Opportunity Influence Analyzer."
I send weekly reports to the Sales team to make sure they have Contact Roles identified on each Opportunity.
Josh - I understand that the Primary Campaign Source gets stamped on the opportunity as the most recent campaign the lead/contact was a member of. Ideally, it makes sense to add a lead/cotact to a SFDC campaign if they take an action that's defined as a conversion. How are you using this to report on # of opportunities created per campaign? I guess that's the trouble I'm having. I want to make sure I'm giving credit to the campaign that created the opportunity and also see which other campaigns influenced it along the way. Two different views/reports.
I've never been a fan of first-touch, last-touch, or first+last-touch attribution. Who's to say which campaign truly impacted the creation of the opportunity? We look pretty much exclusively at the campaign influence report, and we summarize by things like # of opps influenced, total revenue influenced, average opp size influenced, etc. This allows us to make sure we're not letting one huge deal impact how we're seeing the data, and it gives us relative success of campaigns, so we know where to stop spending and where to double-down.