Overview
The Integrous Analytics system uses three distinct sets of fields to capture, process, and present Attribution data. Understanding the purpose and proper usage of each is crucial for maintaining data integrity and getting accurate reporting insights.
🔑 TL;DR - Quick Takeaway
Three field types, three purposes:
Processing Fields (Lead/Contact): Temporary staging area - external systems populate these, then they're automatically cleared (not for use in reporting)
RAW Fields (Engagement): The Integrous system populates these fields from the Lead/Contact Processing Fields for permanent storage of original attribution data - used for populating the Reporting Fields, troubleshooting, and data correction (not for use in reporting)
Reporting Fields (Engagement, Lead, Contact, and Opportunity): Clean, standardized data from RAW fields - use these for all reports and analysis
Key rule: Always report on Reporting fields, never RAW or Processing fields.
The Three Sets of Fields Explained
Processing Fields (Lead/Contact Objects)
Purpose: Temporary location for incoming attribution data
Processing fields are located on Leads and Contacts and only serve as a temporary holding area for attribution data as it flows from external sources (web forms, list uploads, APIs) into the Integrous system. Not for use in reporting.
Lead/Contact Field Examples:
IA - PROCESSING FC UTM MED (Admin Only)
IA - PROCESSING LC UTM SRC (Admin Only)
IA - PROCESSING ENG TYPE (Admin Only)
IA - PROCESSING ENG DATE (Admin Only)
How They Work:
External systems (marketing automation platforms, list uploads) populate these fields with raw attribution data for things like web form submissions and offline conversions (like paid webinar, content syndication, and tradeshows)
The Integrous Analytics system reads this data and creates an Engagement record (for both new Leads/Contacts and existing Leads/Contacts whose ‘Processing Fields’ are edited), pulling the values down from the Lead/Contact ‘Processing Fields’ to the corresponding RAW fields on the Engagement record
Once processed, these Lead/Contact Processing Fields are automatically cleared (set to "Processed" or Jan 1, 1900)
The cycle repeats for each new interaction
When to Use Them:
Populate these fields when creating a new Lead/Contact to receive an Activation Engagement with these field values
Update these fields on an existing Lead/Contact to trigger the creation of a new Engagement record with these values associated the Lead/Contact. It will be created as an Activation or Influencing Engagement depending on whether the Lead/Contact is considered dormant at the time
Context: Reactivation Eligibility
Related: Engagement Creation and Attribution Logic
Why Processing Fields Exist:
The Processing field approach leverages existing integration patterns where marketing automation platforms and other external systems already write to Lead and Contact objects during attribution events. Rather than requiring these external systems to write directly to our custom Engagement object (which would be complex and unreliable), we piggyback on these established integration points and let our Salesforce-based logic handle the complex decisions about Engagement creation, relationships, and data processing.
More info about why attribution data isn’t held in the Processing fields see Why Don’t UTMs Persist in the ‘Processing’ Fields on Leads and Contacts in Salesforce?
RAW Fields (Engagement Object)
Purpose: Permanent storage of full, unmodified attribution data
RAW fields preserve the exact attribution values as they were captured for both first-click and last-click data, serving as the authoritative source of truth for what actually happened. Not for use in reporting.
Field Examples:
RAW FC UTM MED (Admin Only)
RAW LC UTM SRC (Admin Only)
RAW ENG TYPE (Admin Only)
Key Characteristics:
Store data exactly as received from external sources
Never automatically modified after initial creation
Can only be changed through the Data Correction Module
Include tracking of how the data was captured (Input Method fields)
When to Use Them:
These fields are used by the system for populating the Reporting Fields via the Data Mapping Module. Admins use them for troubleshooting data collection issues and for fixing attribution issues using the Data Correction Module.
Reporting Fields (Engagement, Lead, Contact, and Opportunity Objects)
Purpose: Clean, standardized data optimized for reporting and analysis
Reporting fields contain cleaned-up, standardized versions of the RAW data that are suitable for business reporting and analysis.
Field Examples:
Reporting Medium
Reporting Source
Reporting Campaign
Engagement Type
Key Characteristics:
Where they get their values:
For Activation Engagements: Cleaned up values coming from First-Click RAW fields via the Data Mapping Module
For Influencing Engagements: Cleaned up values coming from Last-Click RAW fields via the Data Mapping Module
For Leads and Contacts: Formula fields getting their values from the Reporting fields via the Current Activation relationship
For Opportunities: Formula fields getting their values from the Reporting fields via the Attribution Engagement relationship
Follow consistent naming conventions and hierarchies
Updated whenever RAW fields change or mapping rules are modified
Used in all dashboards and reports
When to Use Them:
As described, these are for use in reporting. However, read this important note regarding ad hoc Lead and Contact reports.
Why We Need All Three Sets
Processing Fields: Enable complex Engagement creation logic to run in Salesforce rather than burdening external systems with these decisions
RAW Fields: Store both first-click and last-click values separately, enabling multiple attribution models, while allowing data mapping rules to evolve without losing historical data
Reporting Fields: Automatically select the appropriate attribution (first-click for Activations, last-click for Influencing Engagements), and clean up values for easier reporting
Common Scenarios
Web Form Submission
JavaScript populates Processing fields with UTM data
Form submission passes Processing field values to marketing automation
Marketing automation creates/updates Lead with Processing field values
The Integrous system creates Engagement with RAW field values from Processing fields
Lead/Contact Processing fields are cleared to "Processed"
Data Mapping Module generates clean Reporting field values
These Reporting field values are also reflected on related Leads, Contacts, and Opportunities that link to this record
List Upload
Administrator includes Processing fields in upload file
List upload populates Processing fields on Lead/Contact records
The Integrous system processes these into RAW fields on new Engagement records
Lead/Contact Processing fields are cleared to “Processed”
Data Mapping Module generates clean Reporting field values
These Reporting field values are also reflected on related Leads, Contacts, and Opportunities that link to this record
Data Correction
Administrator identifies attribution error in reporting
Uses Data Correction Module to update RAW fields
Data Mapping Module automatically updates corresponding Reporting fields
Corrected data flows through to reports and dashboards
By understanding and properly using these three field types, you ensure data integrity, enable comprehensive troubleshooting, and provide clean, reliable data for business decision-making. Remember: Input through Processing, preserve in RAW, report on Reporting.