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Founder & CEO of RockN' Socials
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Measure B2B Content Marketing Services: 7 KPIs That Prove ROI
Published:
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Leads do not equal revenue; pipeline does. Yet many B2B teams still report success by counting downloads, pageviews, and MQLs. Those numbers are easy to show but hard to connect to closed-won deals. When buying groups look for technical proof and compare options across many touches, volume metrics hide what actually moved them forward. Measuring b2b content marketing services should prove how content educates, qualifies, and accelerates decisions before anyone talks to sales. The opportunity is simple: move from activity counts to outcome signals. That means tracking how content influences deals, which assets spark demo requests and trials, and whether prospects finish the material that matters most. It also means bringing sales enablement into the picture, so you see what content reps send, what buyers consume, and how those touches shape the path to revenue. Above all, your scorecard should reflect commercial intent, not just clicks. Think influenced pipeline, MQL to SQL conversion, revenue influenced, conversion to opportunity, cost per qualified lead, and pipeline velocity. Pair those with engagement depth for technical assets, and you will know which pieces do real work in the presales stage. Prove pipeline impact, not just lead volume. When your dashboard reflects these signals, budget talks get easier, sales sees value, and leadership can forecast with more confidence. That clarity is the foundation for consistent growth across long, complex buyer journeys.
This guide gives you a practical way to do that. You will learn how to tag content for multi-touch attribution, log content usage in the CRM, read intent from engagement signals, and combine analytics with sales notes and post-demo feedback. Example: add UTM parameters to a gated white paper and map the campaign to CRM lead-source fields so a later demo request ties back to the asset that sparked it. We focus on business outcomes and show clear tracking steps, so your reports reflect how content drives qualified conversations and faster decisions. As we move into the KPI breakdowns, you will see simple setups, audit cadences that keep data clean, and reporting views that align with each sales stage. You will also see how to rank assets by commercial impact, retire pieces that do not help, and double down on formats that advance deals. You will get guidance on tool selection and naming conventions, plus a quarterly content audit flow that keeps tags, fields, and dashboards consistent. By the end, you will know which metrics matter, which tools to pair, and how to build a measurement rhythm that stands up in a pipeline review and proves real ROI.
Measurement framework for b2b content marketing services
Align KPIs to sales stages and business outcomes
Strong measurement starts by mapping content to the sales stage it supports. Awareness content should prove reach and early interest. Evaluation content should prove education, qualification, and buyer movement. Decision-stage content should prove sales support, lower friction, and pipeline impact.
This matters because b2b content marketing services are no longer judged only by raw traffic or lead volume. Content now acts as pre-sales enablement. It answers technical questions before a buyer speaks with sales. That means success should include signals like product-page depth, spec sheet completion, demo conversion, sales asset usage, and influenced pipeline.
A simple stage view helps:
Awareness: organic visits, search visibility, new visitors, topic engagement
Evaluation: asset downloads, repeat visits, webinar attendance, qualified leads
Decision: demo requests, opportunity creation, sales enablement content use, pipeline growth
Vanity metrics are numbers that look good but do not prove business value. Pageviews, impressions, and likes can help, but they are weak alone. Actionable KPIs connect content to buyer movement, such as opportunity rate, cost per qualified lead, demo attribution, and revenue influenced.
Data sources and recommended tech stack
A useful tracking stack should connect analytics, automation, CRM, sales activity, and video data. Without integration, teams see content activity in one system and pipeline in another, which makes content marketing ROI measurement hard.
Core data sources include:
Analytics platform for traffic, events, and engagement
Marketing automation for forms, email, and lead nurture
CRM for contacts, accounts, opportunities, and revenue
Sales activity logs for content sends and buyer replies
Video analytics for watch depth and completion
For teams that need cleaner source tracking, Analytics Tracking & Attribution can support event setup, attribution rules, and dashboard planning. For teams with messy fields or weak lead-source data, CRM Setup & Management can help align campaign, contact, and opportunity data.
A practical data flow may look like this: a buyer watches a product video, the video watch event is captured in analytics, the contact submits a demo form, and the CRM timeline stores both the video asset and the demo source. Server-side tracking can also improve cross-device continuity when buyers move from mobile research to desktop conversion.
Choosing an attribution model for long sales cycles
Single-touch attribution gives credit to one touch. First-touch credits the first known source. Last-touch credits the final source before conversion. These models are simple, but they miss how B2B buyers research across many weeks and channels.
Multi-touch attribution gives credit across several interactions. A custom weighted-touch model can give more credit to high-intent actions, such as demo pages, pricing pages, product comparison guides, and sales enablement content.
Salesforce explains that campaign influence can allocate credit across first-touch, last-touch, and even distribution models through Salesforce Campaign Influence models. This is useful when several content assets help create or move an opportunity.
Use influenced-pipeline metrics when content helped an opportunity but was not the only driver. Use revenue-attributed metrics when a model assigns direct credit to specific content touches.
The 7 KPIs that prove ROI
KPI 1 — Influenced pipeline (pipeline influenced)
Influenced pipeline is the value of open or closed opportunities where content played a role. Budget holders care about this because it connects content to sales conversations, not just clicks.
Measure it by tagging CRM opportunities with content campaign touches. UTMs should connect each content visit to a contact record. Then contact activity should connect to the account and opportunity timeline.
Example: a contact arrives from utm_campaign=cloud-security-guide, later books a demo, and becomes part of an opportunity. If the opportunity is accepted by sales, the guide can be marked as pipeline-influencing content.
KPI 2 — Conversion to opportunity (MQL → SQL → Opportunity rate)
This KPI shows whether content attracts the right buyers. A high lead count with a low opportunity rate often means the content is too broad or the form offer is weak.
Formula: Opportunities from content / Leads from content
If 40 content leads create 8 opportunities, the opportunity rate is 20 percent. That tells a team the asset is not only generating leads, but also helping qualify buyers.
KPI 3 — Revenue influenced / Revenue attributed
Revenue influenced means content touched an account or contact connected to closed revenue. Revenue attributed means a model assigned credit to a content touch.
Reporting both is a best practice because B2B decisions are shared by buying groups. A technical guide may not be the final click, but it may answer the key question that moves the deal forward.
Assign influenced credit based on rules such as first touch, last touch, equal split, or weighted touch. Give stronger weight to content that appears near opportunity creation or sales acceptance.
KPI 4 — Demo and trial attribution
Demo requests and trial starts are high-intent actions. They show that content helped a buyer move from learning to action.
Use UTM tags, hidden form fields, and CRM lead-source mapping. Google recommends consistent lead tracking through GA4 recommended events (generate_lead), which supports cleaner conversion reporting.
A gated white paper can be tied to a demo when the form captures campaign source, the CRM stores first content touch, and the demo request keeps the same contact history.
KPI 5 — Technical engagement score (time on page, scroll depth, video watch rate, content completion)
A Technical Engagement Score combines deep content behaviors into one buying-intent metric. It is useful for technical products because educated buyers often spend time with specs, comparisons, implementation guides, and security content.
Use signals such as time on page, scroll depth, video completion, and downloads. A high-intent threshold could be 3+ minutes on a spec sheet or 75 percent video watch.
Deep technical engagement helps sales because the buyer arrives with fewer basic questions and better context.
KPI 6 — Sales enablement touches logged in CRM
This KPI tracks which assets sales reps send and whether buyers consume them. It shows how content supports sales teams during active deals.
Reps can use tagged links in email templates. Each link should include a content ID and write back to the account timeline. This creates a record of which assets were used during pre-sales education.
For long B2B deals, repeated views of the same guide by several contacts can show buying group alignment.
KPI 7 — Commercial asset benchmarks (conversion to opportunity, cost per qualified lead, pipeline velocity)
Commercial asset benchmarks help decide what to fund, refresh, or retire. The main metrics are conversion to opportunity, cost per qualified lead, and pipeline velocity.
Conversion to opportunity shows lead quality. CPQL shows cost efficiency. Pipeline velocity shows how fast opportunities move when an asset is involved.
If an asset gets traffic but does not support qualified leads, it may need a stronger offer, clearer audience fit, or retirement.
Case Study Scenario
A hypothetical SaaS team sells a technical platform with a long buying cycle. The team has blogs, webinars, and comparison guides, but sales says buyers still ask the same setup questions.
The team tags product guides, logs sales sends, and builds a Technical Engagement Score. The goal is not to claim instant revenue, but to see which content reduces repeated pre-sales questions and helps buyers reach demo conversations with better context.
Practical tracking setup: tagging, UTM, and CRM mapping
UTM naming conventions and templates
A UTM template should stay simple:
utm_source: channel or platformutm_medium: content type or traffic typeutm_campaign: campaign nameutm_content: asset or creative versionutm_term: keyword or audience segment
Use lowercase words and hyphens. Keep one central naming document so paid, organic, email, and sales teams use the same format.
Sample naming table:
Asset type | Source | Medium | Campaign | Content |
|---|---|---|---|---|
White paper | paid-social | cloud-security | whitepaper-v1 | |
Webinar | nurture | product-demo-series | webinar-invite | |
Paid social | paid-social | buyer-guide | carousel-a |
Event tracking basics for analytics (GA4 and server-side)
Pageviews show that a page loaded. Engagement events show what the buyer did next. Track events such as content_view, content_complete, video_progress, form_submit, and demo_request.
Google notes that GA4 can collect video and form interactions when enhanced measurement is enabled, including progress-style data through GA4 automatically collected events (video, forms).
QA should include event validation, test form submissions, sample checks, and CRM field reviews.
Multi-touch attribution implementation
Start by capturing touch history. Store first touch, last touch, and content touch history in the CRM. Then run attribution logic in a BI layer or CRM reporting tool.
The IAB primer on multi-touch attribution explains in its 2017 industry primer that multi-touch models need user, media, and conversion data to avoid overvaluing one single touch.
A simple weighted model may give more value to a demo page visit than a blog view. Adjust weights when sales feedback shows certain assets handle key objections.
Mapping UTMs and content IDs to CRM fields
Use fields such as Original Source, Campaign, First Content Touch, Last Content Touch, and Content Touch History.
Workflow: the landing page captures UTMs, hidden fields pass values into the form, marketing automation writes data to the contact, and the CRM connects the contact to account and opportunity records.
Measuring technical engagement as buying intent
Define engagement signals and thresholds
Primary engagement signals include session duration, scroll depth, video completion, downloads, and repeat visits.
A practical high-intent rule can flag contacts who return to technical content multiple times, complete a product video, or download a detailed comparison guide.
Scoring model for technical assets
Use a simple point system. Assign points for deep page reads, content completion, video progress, and repeat visits. When a contact passes the cutoff, mark that person as content-qualified.
This helps answer how to measure B2B content marketing success across long sales cycles. Instead of waiting for a closed deal, teams can track education and qualification signals earlier.
Video and interactive content tracking
Track video quartiles, heatmaps, CTA clicks, and completion. Watch-rate helps decide follow-up priority.
If a buyer watches most of a product walkthrough and clicks a demo CTA, sales can use that topic in outreach instead of sending a generic message.
Capturing sales enablement signals inside the CRM
How to log content sends and buyer consumption
Sales teams should send content through tracked links. Email templates can include content IDs and one-click logging.
Example workflow: a rep sends a security checklist, the email template inserts the tracked link, the CRM logs the content ID, and buyer clicks update the account activity.
Tagging content in account timelines for long deals
Keep running content-touch timelines by account and buying group. Look for patterns across multiple contacts, not just one lead.
If technical, finance, and executive contacts engage with different assets, sales can see which concerns are active inside the buying group.
Using sales notes and post-demo surveys as data sources
Post-demo fields should capture assets referenced, questions answered, objections raised, and next content needed.
Use Email Marketing Service to distribute short surveys after demos or trials. Survey answers can support editorial planning and sales enablement content updates.
Scoring, prioritizing, and funding content by commercial benchmarks
Build a commercial scorecard for every asset
Each important asset should have a commercial scorecard. Include conversion to opportunity, CPQL, influenced pipeline per asset, and pipeline velocity.
Use this format: metric, current value, benchmark, recommendation. Keep the scorecard short enough for leaders to review fast.
A public review profile can also support trust during vendor evaluation, but it should not replace content performance data.
Prioritization matrix: impact vs. cost
Use four quadrants:
High impact, low cost: update and scale first
High impact, high cost: fund with leadership approval
Low impact, high cost: pause or retire
Low impact, low cost: test only if strategically useful
This matrix turns content auditing into budget action.
Playbook for retiring and doubling down on assets
Retire assets that miss commercial goals, confuse buyers, or no longer match the product. Scale assets that support qualified leads, sales conversations, and faster deal movement.
Monthly or quarterly, review top assets, low performers, new buyer questions, and sales requests.
Lessons Learned
The key lesson is that content should not be funded only because it gets traffic. It should earn budget because it helps buyers self-educate, qualify themselves, and move into sales with fewer blockers.
That shift makes b2b content marketing services more accountable to pipeline growth and better sales readiness.
Blending quantitative metrics with qualitative feedback
Sales interviews and voice-of-customer input
Run short 15-minute interviews with sales reps. Ask which questions buyers repeat, which content gets used, and where prospects still get stuck.
Tag common themes from the answers. These tags can become editorial briefs, FAQ updates, or product comparison content.
Post-demo and post-trial feedback loop
Use short surveys to ask which content helped buyers prepare. Connect answers to demo source, opportunity stage, and buyer role.
This adds context to B2B content marketing metrics. Numbers show what happened. Feedback explains why.
Content audits and editorial recommendations
Run quarterly audits for tag consistency, message fit, product accuracy, and buyer question coverage.
Content audits should connect assets to product changes. If the product changes but content does not, buyer journey analytics become less reliable.
Client reviews may help prospects assess trust, but content audits show whether the buyer education system is current.
Reporting dashboards, cadence, and governance
Dashboard templates and views to build
Build dashboards for influenced pipeline by asset, demo attribution funnel, content engagement heatmap, and sales enablement activity log.
Executives need pipeline and revenue views. Marketing needs channel, asset, and conversion views. Sales needs buyer activity and content engagement views.
Cadence: weekly signals, monthly reviews, quarterly audits
Weekly reviews should focus on broken tracking, campaign activity, and high-intent signals. Monthly reviews should focus on content marketing KPIs, lead quality, and opportunity movement.
Quarterly audits should review attribution rules, content gaps, commercial benchmarks, and buyer question trends.
Data governance and QA checklist
Use a clear QA checklist:
Required UTM fields are complete
CRM source fields are mapped
Content IDs are valid
Demo forms pass hidden fields
Sales activity logging works
Assign one owner for data fixes and tag audits. Without ownership, B2B content performance tracking breaks quickly.
Results to Track
Track influenced pipeline, demo attribution, opportunity rate, Technical Engagement Score, sales enablement touches, and pipeline velocity.
These are metrics to monitor, not promised results. They help leaders see whether content is educating buyers and supporting sales over time.
Example templates and playbooks (copyable)
UTM to CRM mapping template
Copyable example:
utm_source=linkedinutm_medium=paid-socialutm_campaign=cloud-securityutm_content=whitepaper-v1utm_term=it-director
CRM fields populated: Original Source, Campaign, First Content Touch, Last Content Touch, and Content Touch History.
Steps: create campaign, assign UTMs, publish landing page, capture hidden fields, sync to CRM, validate contact record.
CRM activity tagging example
Use this format: CONTENT-YYYY-001.
Sample account timeline entry: CONTENT-2025-001 sent by sales, viewed by technical buyer, linked to active opportunity.
This keeps sales enablement content visible during complex buying cycles.
Dashboard KPI definitions (copy these labels)
Use these labels:
Influenced Pipeline: open or closed opportunity value touched by content
Opportunity Rate: opportunities from content divided by leads from content
Revenue Influenced: closed revenue where content was part of the journey
Revenue Attributed: revenue credit assigned by the attribution model
Demo Attribution: demo requests tied to content source or touch history
Technical Engagement Score: weighted score from deep content activity
Sales Enablement Touches: content assets sent or consumed during sales activity
Common pitfalls and quick fixes
Pitfall: relying on vanity metrics
Vanity metrics mislead when they are reported without business context. Replace pageviews-only reports with influenced pipeline, demo attribution, and opportunity conversion.
Testimonials can support trust, but they should not be treated as pipeline proof.
Pitfall: broken or inconsistent UTMs
Broken UTMs create attribution gaps. Fix this with a central naming document, locked templates, and regular audits.
Make UTM review part of campaign launch, not a cleanup task after the campaign ends.
Pitfall: sales not logging assets
Sales logging fails when it takes too much time. Use one-click templates, tracked links, and short training.
Show reps how content activity helps them prioritize follow-up.
Pitfall: attribution gaps on long cycles
Long cycles create missing data when buyers switch devices or return through direct traffic. Store touch history in the CRM and use multi-touch attribution in a BI layer.
This is key for measuring content effectiveness in long sales cycles.
Tools and services to accelerate measurement
The right support can speed setup, reduce tracking errors, and turn content into a measurable pre-sales system.
Use Analytics Tracking & Attribution for tracking design, event planning, and attribution reporting. Use CRM Setup & Management when campaign fields, lead stages, or opportunity mapping need cleanup.
Use Marketing Consulting to connect measurement goals to budget planning. Use AI-Assisted Content and Templated Bulk AI Content to support scalable content production when the tracking model is already clear.
For video and social assets, FIY Content Strategy (Film It Yourself) and Social Media Content Assets can support measurable distribution. For nurture and feedback loops, use Email Marketing Service.
For a deeper service view, read B2B Content Marketing Services That Drive Pipeline Growth. To discuss a measurement plan, book a call or visit RockN' Socials.
When we review measurement systems, the first issue is often not content quality. It is missing data. We fix that by connecting content IDs, CRM fields, and sales activity. We then use benchmarks to decide what to scale. We also keep reporting simple enough for sales and leadership to trust.
Google reviews can support trust when prospects evaluate a vendor, but a measurement framework still needs clean data and clear KPIs.
Implementation roadmap and roles (30/60/90 day)
First 30 days — baseline and quick wins
Audit UTMs, CRM fields, forms, events, and dashboards. Confirm that demo requests, content downloads, and sales sends are tracked.
Train sales on content IDs and one-click logging. Build a simple dashboard for top assets, lead source, and demo attribution.
31–60 days — attribution and scoring
Implement multi-touch attribution rules. Launch a Technical Engagement Score for key assets.
Start monthly reviews with marketing, sales, and analytics owners. Compare content engagement with qualified leads and opportunity creation.
61–90 days — scale and optimize
Build commercial scorecards for priority assets. Run the first quarterly content audit.
Present influenced pipeline, content-qualified lead patterns, and sales enablement usage to leadership. Use the findings to scale assets that support buyer education and pipeline.
Roles and success criteria
Marketing owns campaign tags, editorial planning, and asset benchmarks. Analytics owns event tracking, dashboards, and QA. Sales owns content logging and buyer feedback. CRM operations owns field mapping and data hygiene.
By 90 days, success should mean clean source capture, required CRM fields, working event tracking, active sales logging, and a dashboard that links content to qualified leads and opportunity movement.
Appendix: KPI formulas and quick references
Influenced Pipeline: opportunity value where at least one content touch appears in the contact or account journey.
Opportunity Rate: Opportunities from content / Leads from content
Revenue Influenced: closed revenue connected to one or more content touches.
Revenue Attributed: revenue credit assigned to content by the selected attribution model.
Demo Attribution: demo requests tied to UTM source, content ID, or CRM touch history.
Technical Engagement Score: weighted points from time on page, scroll depth, video progress, downloads, and repeat visits.
Sales Enablement Touches: count of tracked content sends or buyer content views logged in CRM.
CPQL: total content campaign cost divided by qualified leads from that content.
Pipeline Velocity: opportunity value and movement speed for deals influenced by a content asset.
Content Completion Rate: completed content views divided by started content views.
Buyer Journey Analytics: reporting that connects content touches to awareness, evaluation, decision, and sales activity.
Conclusion
What matters most
B2B content measurement should shift from vanity reporting to clear signals that show how content moves buyers through awareness, evaluation, and decision. The strongest programs map content to sales stages, capture touch history in the CRM, and track high-intent behaviors so marketing leaders can justify spend with pipeline evidence rather than pageviews alone. Prioritize actionable KPIs like influenced pipeline, demo attribution, opportunity conversion, and a Technical Engagement Score that aggregates time on page, video watch depth, and repeat visits.
Practical setup is the foundation: consistent UTM naming, hidden form fields, tracked links for sales, and a single source of truth in the CRM. Where data is missing, clean capture and mapping fix attribution gaps quickly. Use integrated reporting to show which assets shorten sales conversations and reduce repeated pre-sales questions.
Evidence and quick wins
Two concrete examples from the framework show how measurement translates to decisions: an example opportunity rate where 40 leads producing 8 opportunities equals 20 percent highlights how lead quality, not lead volume, determines success. Use the 30/60/90 day roadmap to phase work sensibly—baseline and quick wins, then attribution and scoring, then scale and optimization—so progress is trackable and accountable.
Checklist items to act on today include auditing UTMs, validating event tracking, enabling demo attribution flows, and training sales on one-click content logging. Combine these with monthly KPI reviews and quarterly audits so editorial and product changes stay aligned with buyer needs.
Social proof and validation
Before selecting vendors or tools, check client reviews and case studies to confirm that a provider can deliver clean tracking and meaningful pipeline insight.
Final expert takeaway
The most important strategic lesson is simple: fund content because it educates buyers and accelerates deals, not because it drives traffic. Measurement must prove influence on opportunity creation and revenue movement, so build processes that capture content touches, sales enablement usage, and high-intent behavior in the CRM and BI layer. I recommend starting with a UTM and CRM audit, then layering a Technical Engagement Score and multi-touch attribution so teams can move from guesswork to trusted decisions.
Next steps and a light CTA
Turn the framework into action by producing a short playbook that includes your UTM naming doc, content ID scheme, and the dashboard KPIs decision-makers need. If you want help translating this plan into a working measurement stack or audit, book a call to discuss a tailored roadmap.
By tracking the right signals and tying them to commercial benchmarks, content becomes measurable pre-sales enablement that reduces friction, shortens conversations, and earns budget through demonstrable pipeline impact.
Measuring B2B content marketing services requires more than counting downloads and pageviews. These takeaways focus on the KPIs and tactics that prove true ROI for long, complex B2B deals and highlight the shift toward content that acts as pre-sales enablement by educating and qualifying buyers before they talk to sales.
Prove pipeline impact, not just lead volume: Focus on metrics like influenced pipeline, MQL to SQL conversion, and revenue influenced so you measure business outcomes rather than vanity counts; data shows tying content to pipeline clarifies real ROI.
Attribute demo requests and trials to content: Use multi-touch attribution and clear tagging to connect assets to outcomes. Example: use UTM tags and CRM lead source fields to attribute a demo request to a gated white paper download.
Measure technical engagement as buying intent: Track time on page, scroll depth, video watch rate, and content completion for technical assets because research suggests these engagement signals better predict a qualified, informed buyer.
Capture sales enablement signals inside the CRM: Record which assets sales send and which prospects consume to see pre-sales value. Practical scenario: tag content IDs in account activity timelines to track asset touches across a 6 to 12 month sales cycle.
Prioritize content with commercial benchmarks: Score assets by conversion rate to opportunity, cost per qualified lead, and pipeline velocity so you fund what moves deals forward; industry reports often show that goal-aligned content budgets outperform output-driven programs.
Blend quantitative metrics with qualitative feedback: Pair analytics with sales notes, post-demo surveys, and content audits to understand whether content actually answers buyer questions and reduces friction.
Use the right stack and cadence for measurement: Combine analytics platforms, CRM, and marketing automation with a quarterly content audit to maintain attribution accuracy and keep KPIs aligned with sales stages.
These takeaways set the measurement framework you need to validate b2b content marketing services as revenue drivers and pre-sales enablement. In the next sections we will define the seven core KPIs, show tracking setups, and give templates to map content performance to pipeline outcomes.
Turn Content Measurement Into a Working System
If this framework made gaps clear, now is the time to fix them before more content data gets lost. RockN' Socials can help turn scattered UTMs, CRM fields, and sales activity into a clean attribution setup that supports smarter content decisions.
In one focused review, we can help identify what is broken, what is missing, and what should be tracked next. The offer uses a proven process and is shaped by client reviews about where tracking often breaks down.
Audit UTM use, forms, events, and CRM fields
Map content touches to leads, demos, and opportunities
Set up cleaner reporting for key B2B content KPIs
Find tracking gaps that hide content influence
Build a simple action plan for sales and marketing
Waiting too long can make attribution harder as more campaigns, leads, and sales notes pile up. Book a content measurement consultation today and start building cleaner attribution with Analytics Tracking & Attribution.
[1] [GA4] Automatically collected events — Analytics Help. https://support.google.com/analytics/answer/9234069?hl=en-CA
[2] Recommended events | Google Analytics | Google for Developers. https://developers.google.com/analytics/devguides/collection/ga4/reference/events?hl=en
[3] How Customizable Campaign Influence Works | Salesforce Help. https://help.salesforce.com/s/articleView?id=campaigns_influence_customizable_understanding.htm&language=en_US&type=5
[4] Multi‑Touch Attribution (MTA) Implementation and Evaluation Primer — IAB. https://www.iab.com/wp-content/uploads/2017/04/IAB_Multi-Touch_Attribution_Primer_2017-04.pdf
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