How Do I Track Multi-Touch Attribution?
Standardize UTMs, capture every touch (web, ads, email, events, SDR), stitch identities at contact and account level, and report using multiple models—then validate with lift tests and self-reported attribution.
Build an attribution-ready data layer: UTM governance, server-side or durable tracking, and a touch table tied to contacts, accounts, and opportunities. Support multiple models (first/last, position-based, time-decay) and pair with self-reported attribution and incrementality tests. Report credit by motion (capture vs. creation), channel, campaign, content, and ICP tier so finance sees how activities create pipeline and revenue.
Multi-Touch Attribution Blueprint
Stand Up an Attribution System Finance Trusts
Design the Touch Table. Store one row per interaction with fields for timestamp, actor (contact/account), channel, campaign, content, offer, and flags (pre-opportunity/post-opportunity). Keep raw plus normalized values.
Choose Models for Decisions. Use position-based (e.g., 30% first, 30% opportunity-creating, 40% spread) for budgeting; time-decay for long cycles; last touch for CRO; always show first touch to understand demand creation.
Account-Level Rollups. For ABM, aggregate contact touches to the buying committee and map to opportunities. Credit the opportunity-creating touch explicitly (meeting/SQO trigger) alongside model credit.
Validate Reality. Pair MTA with self-reported attribution on high-intent forms and run lift tests (geo/time holdouts) for channels with weak click trails (community, podcasts, influencers).
Harden the Pipe. Implement server-side events or conversions APIs, pass client IDs, and remediate gaps (ad blockers, cookie limits). Document consent, suppression, and data retention policies.
30-Day Multi-Touch Attribution Sprint
- Days 1–5: Finalize UTM taxonomy & program naming; deploy a UTM builder; audit landing pages & redirects.
- Days 6–10: Implement server-side tagging/conversions API; capture client/user IDs; persist first touch on contact.
- Days 11–15: Create the touch table; backfill 90 days of interactions; stitch to contacts, accounts, and opportunities.
- Days 16–22: Configure model library (first/last, linear, U, W, decay); define “opportunity-creating touch”.
- Days 23–27: Build dashboards: credit by model, channel, campaign, and ICP tier; add SRA field to high-intent forms.
- Days 28–30: Launch a geo/time lift test for 1–2 “dark” channels; publish governance & a quarterly model review cadence.
Frequently Asked Questions
Make Attribution Actionable and Defensible
We’ll implement UTMs, tracking, identity stitching, and modelled reporting—plus SRA and lift tests—so your budget shifts and board updates are data-backed.
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