Know Exactly What's Driving Revenue
Attribution reporting
We build attribution frameworks and reporting systems that connect your marketing activity — including AI agents and agentic outbound — to pipeline and closed-won revenue, so every autonomous touch is tracked and every dollar is accountable.
Sound familiar?
Common challenges we solve
Last-touch attribution gives all the credit to the final click — ignoring everything that built the relationship
The board asks for channel ROI and the answer is a spreadsheet cobbled together from three tools
Marketing and sales disagree on which channels actually drive pipeline
You know content and events contribute, but you can't quantify how much
Budget decisions are based on gut feel because attribution data is unreliable or missing
UTM tracking is inconsistent and offline touchpoints are invisible
What we build
A clearer view of marketing performance
Multi-Touch Attribution
Move beyond last-touch models to frameworks that reflect actual buyer engagement, ensuring every channel receives appropriate credit.
Reporting That Drives Decisions
Custom dashboards that surface critical metrics for leadership teams, enabling confident budget decisions without raw data analysis.
Connected to Your Stack
Attribution models that integrate with HubSpot, Salesforce, or custom data warehouses, unifying your GTM technology ecosystem.
Campaign ROI Measurement
Quantify actual campaign ROI by connecting ad spend and investments to pipeline generation and closed revenue.
Models
Attribution models compared
We implement the model that matches your buyer journey — or build a custom hybrid.
Last Touch
100% to final touchpoint
First Touch
100% to initial touchpoint
Linear
Equal credit across all touches
Time Decay
Progressive credit favoring recent
U-Shaped
40% first, 40% last, 20% middle
Example
58-day buyer journey with time-decay attribution
A real-world example showing how credit flows across touchpoints to a $52K ARR deal.
Related solutions
Attribution works best with the right infrastructure
FAQ
Frequently asked questions
Multi-touch attribution is a measurement framework that distributes credit for a conversion (pipeline or revenue) across all marketing touchpoints in a buyer's journey. Unlike last-touch attribution, which gives 100% credit to the final interaction, multi-touch models (linear, time-decay, U-shaped, W-shaped) recognize that B2B buying decisions involve 6-8 touchpoints over 30-90 days. This gives marketing teams accurate data on which channels and campaigns actually drive revenue.
There is no single best model — the right choice depends on your sales cycle and buying process. Time-decay attribution works well for companies with longer sales cycles (60+ days) because it weights recent touches more heavily. U-shaped attribution is effective when first-touch awareness and last-touch conversion are both critical. Most B2B SaaS companies benefit from running multiple models in parallel and comparing the insights each provides.
Most attribution implementations take 4-6 weeks. Weeks 1-2 focus on auditing existing tracking (UTMs, CRM touchpoints, ad platform data) and defining the attribution model. Weeks 3-4 involve configuring touchpoint capture, building the attribution logic in your CRM, and connecting ad spend data. Weeks 5-6 cover dashboard builds, team training, and initial calibration. Companies with clean UTM hygiene and consistent CRM data can see initial reports within 3 weeks.
We build attribution frameworks on HubSpot, Salesforce, and Marketo — using native reporting, custom objects, and calculated properties. For companies that need cross-platform attribution (e.g., Marketo automation with Salesforce CRM), we build the connective layer that unifies touchpoint data. We also integrate with ad platforms (Google Ads, LinkedIn, Meta) and analytics tools (GA4) to capture the full picture.
Attribution and lifecycle models are two sides of the same coin. Your lifecycle model defines when a prospect becomes an MQL, SQL, or Opportunity. Attribution tells you which marketing touchpoints drove those stage transitions. When built together, you can answer questions like 'Which channels generate the most SQLs?' or 'What content sequence leads to the fastest Opportunity creation?' — not just 'What got the last click before a form fill.'
Build attribution that connects spend to revenue
Book a strategy call to implement multi-touch attribution, connect campaign spend to revenue, and build leadership dashboards.