Analytics & Attribution
What is Attribution?
Attribution is the practice of assigning credit for a closed deal or conversion to the marketing and sales touchpoints that influenced it, so teams know which channels and campaigns actually drive revenue.
Who Is It For?
Attribution is built and maintained by marketing and revenue operations teams, and relied on by CMOs and demand gen leaders to defend and plan budget.
How Is It Used?
Attribution is used to justify budget, compare channel ROI, and understand which content or campaigns actually move accounts through the funnel, rather than crediting whichever touchpoint happened last.
- Single-touch models (first-touch or last-touch) for simple, directional reporting
- Multi-touch models that weight every touchpoint across a buyer’s journey
- Tying CRM opportunity data back to campaign and UTM sources
- Building executive dashboards that connect pipeline to revenue
Related Terms & Concepts
Frequently Asked Questions
Which attribution model is best for B2B SaaS?
There’s no single best model — many B2B teams start with a simple first- or last-touch view for quick reporting, then move to multi-touch attribution as deal cycles and touchpoint volume grow.
Why is attribution harder in B2B than B2C?
B2B deals often involve multiple stakeholders, long sales cycles, and offline touchpoints like calls and events, all of which are harder to capture in a single, clean attribution model than a typical B2C purchase path.
