Enable Sequence Attribution

Sequence Attribution helps you measure how effective your sequences are by tracking when sequence participants create opportunities, tasks, or events. This gives sales leaders clear insights into which sequences drive the most conversions and revenue.

How It Works

Sequence Attribution automatically creates records when specific outcomes happen for participants who have exited a sequence. You can track:

• Opportunities created within a time window after exiting a sequence
• Tasks with specific subjects or keywords
• Events with specific subjects or keywords

For example, if a participant exits a sequence and creates an opportunity within 14 days, Sequence Attribution creates a record linking that opportunity to the sequence. This helps you understand which sequences are most effective at driving pipeline.

Sequence Attribution uses two main components:

1. Sequence Attribution Events — Custom metadata rules that define what to track (e.g., “Track opportunities created within 14 days of sequence exit”)
2. Sequence Attribution Object — Custom object that stores the attribution records created when your rules are met

Enable Sequence Attribution

Step 1: Enable Sequence Attribution Custom Setting

1. In Setup, search for Custom Settings
2. Select GS-Public Settings
3. Click Manage
4. Click Edit
5. Set the Enable attribution checkbox to True
6. Click Save

Step 2: Configure Sequence Attribution Event Metadata Type

1. In Setup, search for Custom Metadata Types
2. Find and select Sequence Attribution Event
3. Under Page Layouts, click Edit next to the Sequence Attribution Event Layout.
4. Drag all available fields into the layout.

5. Click Save

Step 3: Create your attribution rules

1. From the Sequence Attribution Event Custom Metadata Type, click Manage Sequence Attribution Events

You’ll see sample attribution events (labeled with “Sample”). These are examples you can clone and use as templates.

2. From the list of attribution events, click New or clone an existing sample
3. Configure the fields based on what you want to track
4. Click Save

Understanding Attribution Event Fields

When creating or editing an attribution event, you’ll configure these fields:

Example: Opportunity Attribution

The sample “Opportunity Creation” event attributes opportunities created within 14 days of a participant exiting a sequence.

Example: Event Attribution

The sample “Event Creation” event attributes events created within 14 days of a participant exiting a sequence, where the Event Subject contains the word “Demo”.

Step 4: Configure the Sequence Attribution Page Layout

1. In Setup, go to Object Manager
2. Find and select Sequence Attribution

3. Click Page Layouts, then select Sequence Attribution Layout
4. Drag and organize the fields you want users to see on the page layout

5. Click Save

Step 5: Set Field-Level Security

Control who can view and edit attribution data by setting field-level security. You can grant access either by profile or by permission set—some admins prefer using permission sets for more flexible access management.

Important: Users who will be interacting with Guided Selling need read/write access to the Sequence Attribution object and its fields.

Option 1: Grant access by profile

1. In Object Manager, select Sequence Attribution
2. Click Fields & Relationships
3. For each field, click the field name, then click Set Field-Level Security

4. Configure read and write access for each profile that needs to interact with Guided Selling
5. Repeat for all fields

Option 2: Grant access by permission set

Alternatively, you can create or modify a Permission Set to grant read/write access to the Sequence Attribution object and its fields. This approach allows you to assign access to specific users without modifying multiple profiles.

1. In Setup, search for Permission Sets
2. Click New
3. Enter a Label and API Name for the permission set (e.g., “Guided Selling - Sequence Attribution Access”)
4. Click Save
5. In the permission set detail page, click Object Settings
6. Find and click Sequence Attribution
7. Click Edit
8. Set Object Permissions:
   • Check Read
   • Check Create
   • Check Edit
9. Click Save
10. To grant field-level access, click Field Permissions in the Sequence Attribution object settings
11. For each field, set Read Access and Edit Access to Enabled for users who need to interact with Guided Selling
12. Click Save
13. Assign the permission set to users by going to Manage Assignments and clicking Add Assignments

Step 6: Create a Tab for Sequence Attribution

By default, the Sequence Attribution object isn’t visible in your Salesforce applications. You can create a tab so users can see attribution records:

1. In Setup, go to Tabs
2. Click New

3. On the create tab form, select Sequence Attribution as the object
4. Click Next

5. Configure profile visibility and tab visibility settings
6. Click Next

7. Select which apps should include this tab
8. Click Save

Step 7: Create a Report Type

To build reports on attribution data, create a custom report type:

1. In Setup, go to Report Types
2. Click New Custom Report Type
3. Configure:
   • Primary Object: Sequence Attribution
   • Report Type Label: Give it a descriptive name
   • Report Type Name: System name (auto-generated)
   • Category: Choose where it appears
   • Deployment Status: Select Deployed
4. Click Next, then Save

Add Related Object Fields

1. Open your new report type and click Edit Layout
2. Click Add fields related via lookup »
3. Select Opportunity to add opportunity fields
4. Select key fields like:
   • Stage
   • Won
   • Closed
   • Amount
   • Type
   • Owner Name
5. Click OK

You can also add fields from:

• Sequence Attribution — Shows sequence participation details
• Sequence — Shows sequence configuration details

Organize fields into sections using the Create New Section button for better report organization.

Viewing Attribution Data

Once configured, attribution records are automatically created when your rules are met.

View Attribution Records

1. Open the Sequence Attribution tab you created
2. Browse the list of attribution records
3. Click any record to view details

Key Fields in Attribution Records

• Attributed Event Date — When the attributed event occurred
• Attribution Window — The time window used for attribution
• Opportunity — The opportunity linked to this attribution (if applicable)
• Participant Sequence History — The participant’s sequence history record
• Related Record ID — The ID of the Task, Event, or Opportunity being attributed
• Sequence Attribution Name — The name of the attribution rule that created this record

Create Attribution Reports

1. Go to Reports & Dashboards
2. Click New Report
3. Select your Sequence Attribution report type
4. Build your report with filters, groupings, and columns

Example Report: To see closed-won opportunities by sequence:

• Group by: Sequence Attribution Name, Opportunity Type
• Columns: Opportunity Amount
• Filters: Opportunity Won = True

Backfilling Historical Data

After enabling Sequence Attribution, you can backfill attribution data for historical sequence participants. Note that opportunity attribution only works going forward, but you can backfill task/event and lead conversion attribution.

Backfill Lead Conversion Attribution

1. Use Data Loader to export all Participant Sequence History records with these fields:
   • ID
   • CreatedDate
2. Open the CSV file
3. Create a new column named Sequence_Exit_Date__c
4. Copy the CreatedDate values into this new column
5. Use Data Loader to update the Participant Sequence History records with the new column
6. In Developer Console, execute:

Database.executeBatch(
    new RDNACadence.BackfillConversionAttributionDataBatch()
);

Backfill Activity Attribution

In Developer Console, execute:

Database.executeBatch(
    new RDNACadence.BackfillActivityAttributionDataBatch()
);