Multi-Touch Attribution
Multi-Touch Attribution is A methodology for distributing conversion credit across multiple marketing touchpoints in the buyer journey, replacing simplistic first-touch or last-touch models with more accurate revenue impact analysis.
Attribution answers the question every CMO dreads: "Which marketing activities actually drove revenue?" First-touch attribution gives all credit to whatever generated the lead. Last-touch gives all credit to whatever happened before the demo request. Both are wrong. Multi-touch attribution distributes credit across the touchpoints that influenced the deal.
Common Models
- Linear: Equal credit to every touchpoint. Simple but treats a blog visit the same as a demo attendance.
- Time-decay: More credit to touchpoints closer to conversion. Better for short sales cycles.
- Position-based (U-shaped): 40% to first touch, 40% to lead creation, 20% split across the middle. Popular default.
- W-shaped: Heavy credit to first touch, lead creation, and opportunity creation. Better for B2B with distinct funnel stages.
- Custom/algorithmic: Machine learning models that weight touchpoints based on actual conversion correlation. Most accurate, hardest to implement and explain.
The Attribution Trap
Here's the uncomfortable truth: no attribution model is "right." They're all approximations. The bigger risk is that teams spend months perfecting their attribution model while ignoring the strategic question it's supposed to answer: where should the next dollar go?
Marketing Ops typically owns the attribution infrastructure, but RevOps should own the cross-functional view that connects marketing attribution to pipeline and revenue outcomes. For the metrics that matter, see RevOps KPIs.
Frequently Asked Questions
Which multi-touch attribution model is best?
There's no universally best model. Position-based (U-shaped) is a solid starting point for most B2B companies because it credits both demand creation and lead conversion. If you have the data and analytical capability, algorithmic models are most accurate. The worst choice is doing nothing and defaulting to last-touch.
Does multi-touch attribution work for long B2B sales cycles?
It's harder but more important. Enterprise deals with 6-12 month cycles involve dozens of touchpoints across multiple stakeholders. The key is capturing touchpoints across the entire buying committee, not just the primary contact. This is where ABM attribution platforms add value.
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