Strategy & Alignment:
How Do You Set KPIs for Attribution Programs?
Setting KPIs for attribution works best when Marketing, Sales, Finance, and RevOps align on definitions, data sources, and expected decision impact. KPIs must reflect both credit and incrementality to ensure attribution informs budget allocation—not just reporting.
Effective KPI design starts with clear attribution scope (touches included, channels measured, model type), consistent identity tracking, and alignment with Finance on what counts toward sourced and influenced revenue. KPIs must guide decisions—not just describe performance.
What Makes Attribution KPIs Effective?
The Attribution KPI Playbook
A clear path to building KPIs that are trusted, actionable, and aligned with revenue impact.
Step-by-Step
- Define attribution scope — Clarify which channels, touches, accounts, and journey stages attribution will include.
- Select your primary model — First-touch, last-touch, W-shaped, or data-driven—depending on journey complexity.
- Set identity & tracking standards — Require UTMs, person/account IDs, sales stage hygiene, and offline touch mapping.
- Choose attribution KPIs — Common options: sourced pipeline, influenced pipeline, opportunity creation rate, multi-touch credit, and weighted contribution.
- Add incrementality KPIs — Use experiments or MMM to measure lift, saturation, and optimal spend levels.
- Reconcile with Finance — Align attribution outcomes with bookings, CAC, and ROMI formulas used in forecasting.
- Operationalize usage — Ensure every KPI has an explicit decision owner and a monthly action trigger.
Common Attribution KPIs
| KPI | What It Shows | Best For | Limitations |
|---|---|---|---|
| Sourced Pipeline | New opportunities initiated by Marketing | Top-funnel targeting & channel allocation | Overweights first-touch channels |
| Influenced Pipeline | Opportunities touched by Marketing programs | Engagement contribution & acceleration | Needs clear dedupe rules |
| Weighted MTA Credit | Distribution of touch impact across the journey | Channel mix decisions | Does not measure lift |
| Incremental Lift | Causal impact from experiments | Budget justification & scaling | Time-bound & resource heavy |
Client Snapshot: KPIs That Drive Action
A global cybersecurity company shifted from low-trust influenced pipeline to a KPI set combining W-shaped credit, geo-based lift tests, and Finance-approved CAC. Within six months, Marketing reallocated 22% of paid budget, improving pipeline efficiency by 31% and increasing validated lift across three programs.
FAQ: Setting KPIs for Attribution
Clear answers for teams building mature measurement frameworks.
Build Attribution KPIs That Drive Action
Unify credit, lift, and financial alignment to create KPIs that improve decision quality and spend efficiency.
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