How would you measure the contribution of a campaign in Account Engagement?

Connected campaigns are the backbone: aligning Account Engagement campaigns with Salesforce campaigns means engagement data and campaign influence live in the same place as opportunity data.

At the top I look at engagement metrics — form submissions, landing page conversion rates, email click rates — but I treat them as diagnostics rather than outcomes. The outcome measures are prospects created, MQLs generated, opportunities influenced, and pipeline value, which come from campaign influence in Salesforce reporting.

B2B Marketing Analytics adds the multi-touch view across the journey rather than crediting a single touch. Engagement History components put the same story on the lead, contact, and opportunity records so reps see it in context.

I would be candid about the limits: attribution models are assumptions, not measurements, and in a long B2B cycle first-touch and last-touch tell very different and equally partial stories. I would report both alongside a stated model rather than presenting one number as truth.