If Email Address is used as the Subscriber Key instead of ContactID or LeadID, Salesforce cannot map tracking data back to the CRM records, because Marketing Cloud Connect requires a direct relationship to a Lead, Contact, or User ID.
If Individual Level Tracking is not enabled in the Marketing Cloud Connector settings, tracking information is not pushed back to individual Contact or Lead records.
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Exact Extracts from Salesforce Documentation:
Source: Salesforce Help – Marketing Cloud Connect Tracking
→ "Marketing Cloud Connect tracking requires that Subscriber Key matches ContactID, LeadID, or UserID. If Email Address is used instead, tracking cannot be attributed."
Source: Salesforce Help – Individual Email Results Tracking
→ "Individual Level Tracking must be selected to enable tracking data writeback at the individual record level."
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