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See the Quick-Start Guide for a full introduction.
This cheat sheet is a quick refresher of core system mechanics.
The Engagement Object - Heart of the System
Every meaningful Lead/Contact interaction creates an Engagement record in Salesforce
Engagements store both attribution information (where they came from and how they interacted) and sales progression information (how far they advanced in their qualification and deal process)
Most reporting draws from Engagement records, not Lead/Contact records
Activations vs. Influencing Engagements
Every Engagement record is either an Activation Engagement or an Influencing Engagement
Activation Engagements: Mark the beginning of a new Sales Journey (what we count as "leads" in reporting)
Influencing Engagements: Additional interactions during an active sales journey
Every Engagement stores Attribution info, but only Activation Engagements store sales progression info
Whether an Engagement is created as an Activation depends on if the Lead/Contact's previous sales journey is complete
Sales Journey Completion & Reactivation
Sales journeys "complete" when Leads/Contacts are dispositioned (disqualified, no response) or are associated with won/lost opportunities
Completed journeys make Leads/Contacts eligible for "Reactivation" - their next interaction starts a fresh sales journey with new attribution
This ensures opportunities are attributed to recent, relevant interactions rather than outdated ones
Related:
Quick-Start Guide - Complete system introduction
Engagement Relationships - Learn how Engagements are connected to Leads, Contacts, and Opportunities
Configuration Decisions - Apply these concepts to your setup
Customer System Prerequisites - Recommendations for your systems outside of Integrous Analytics
Engagement Creation and Attribution Logic - Admin Cheat Sheet for how Engagements are created and where they get their attribution
Key Concepts - Detailed articles describing system mechanics