New here? Start in three steps
- 1Pick a journeyStart with a sample deal, or edit the touches to match how your buyers really find you.
- 2Switch the modelChoose an attribution model and see which touches get the credit, in percent and in dollars.
- 3Compare them allSee every model side by side. The same deal can make one channel look like a hero or a zero.
1The buyer journey
Attribution starts with the touches on record: every ad click, visit, event and email before a deal closes. Pick a sample or change anything below.
2See the credit move
Each model is just a rule for splitting credit across those touches. Pick one.
3Compare every model
The share of credit each model gives, for the same journey. The stronger the color, the more credit. Select a column heading to open that model above.
Which model fits you?
There's no correct model, only one that fits the question you're asking. Answer four quick questions.
The models, in plain English
What each one does, what it's good for and where it misleads you. Each chart shows how that model splits the credit across the same six-touch example, where the third touch created the lead and the fifth created the opportunity.
Beyond touch-based models
Every model above only sees the touches your tools can track. These approaches fill the gaps.
Reporting terms worth knowing
Frequently asked questions
What is marketing attribution?
Marketing attribution is the set of rules for giving credit for a deal to the marketing and sales touches that happened before it. Different models split that credit differently, so the same deal can make one channel look essential or irrelevant.
Which attribution model is best for B2B?
There's no single best model. W-shaped attribution suits B2B teams measured on pipeline that reliably record when leads and opportunities are created. Full path suits long enterprise deals. First touch shows where demand comes from, and time decay suits long cycles where recent activity matters most.
What is the difference between U-shaped and W-shaped attribution?
U-shaped attribution gives 40% of the credit to the first touch, 40% to the touch that created the lead and 20% to the touches in between. W-shaped gives 30% each to the first touch, lead creation and opportunity creation, and shares the last 10% among the other touches.
What is the difference between sourced and influenced pipeline?
Sourced pipeline is pipeline marketing created, because it owned the first touch or the touch that created the lead. Influenced pipeline is any pipeline marketing touched before the deal closed. Influenced is always the larger number, so the two should be reported separately.
Want attribution your team actually trusts?
I build the tracking, the model and the reporting behind it.
“Fix what’s underneath, and the rest gets easier.”Michael Morgan