Universal Containers wants to understand return on investment for the latest advertising buy. They currently use a private security model for all…

Salesforce Campaigns are the standard objects designed to track and measure the effectiveness of marketing initiatives, such as an advertising buy. By creating a Campaign record for the ad buy, populating the Actual Cost field, and associating leads and opportunities with it, Universal Containers can leverage built-in Campaign statistics. These statistics automatically calculate key metrics, including Return on Investment (ROI), by comparing the value of won opportunities against the campaign's cost. Campaign Hierarchies can further aggregate statistics from multiple related campaigns, providing a comprehensive view of the overall return. This is a declarative solution an app builder would configure to meet the requirement.

A. Utilize Account Hierarchies and Roll-Up Summary fields: This approach summarizes data at the account level, not for a specific marketing initiative, and cannot directly calculate the ROI of an ad buy.

B. Run an opportunities pipeline report: An opportunities pipeline report tracks sales progress but does not attribute revenue to a specific marketing campaign, which is essential for calculating ROI.

C. Change to a public security model: Altering the entire organization's security model is a drastic measure related to data visibility, not a solution for calculating marketing ROI.

1. Salesforce Help Documentation, "Campaign Fields": This document details the standard fields on the Campaign object. It describes the ActualCost field for tracking expenses and notes that the Return on Investment (ROI) percentage is a calculated field. The formula is (AmountWonOpportunities - ActualCost) / ActualCost. This directly supports using Campaigns to calculate ROI.

2. Salesforce Help Documentation, "View Campaign Hierarchy Statistics": This page explains that campaign hierarchies allow you to group campaigns and that statistics from child campaigns roll up to the parent. It states, "Campaign hierarchy fields aggregate data for a parent campaign and all the campaigns below it in the hierarchy," which includes values for won opportunities and costs, essential for a comprehensive ROI analysis.

3. Trailhead, "Campaign Management with Salesforce" module, "Track Campaign Success" unit: This official training material explicitly states, "Campaigns in Salesforce are all about tracking. You can track your marketing efforts and see how they’re doing in real time... you can easily see how many leads you’ve generated, how much pipeline you’ve built, and how many deals you’ve closed." It further details using reports and dashboards to visualize campaign ROI.