Data & Inputs:
What Data Is Required for Attribution?
Accurate attribution requires identity resolution, channel-level instrumentation, and revenue-aligned CRM data. Align systems early so every touch, stage, and outcome can be trusted.
Attribution requires three data foundations: (1) identity — people, accounts, and devices stitched into one profile, (2) touch-level detail — channels, timestamps, UTMs, and content interactions, and (3) revenue truth — opportunities, stages, bookings, and ownership rules from the CRM. When these inputs are standardized, attribution models reliably illuminate which programs create and accelerate revenue.
Core Principles for Attribution Data Quality
The Attribution Data Readiness Workflow
A structured approach to ensuring attribution inputs are complete, consistent, and aligned to revenue truth.
Step-by-Step
- Define identity standards — Select primary person, account, and opportunity IDs across systems.
- Implement tracking schema — Channel taxonomy, UTMs, click IDs, campaign hierarchy, and program types.
- Enrich missing data — Use first-party forms, intent tools, and firmographic enrichment.
- Sync lifecycle stages — Align MAP and CRM definitions for MQL, SQL, opportunity creation, and pipeline stages.
- Validate timestamps — Compare MAP and CRM touch times to ensure sequencing accuracy.
- Reconcile revenue data — Align bookings, stage progression, and ownership rules with Finance.
- Automate QA — Build dashboards to surface missing UTMs, bad sources, and duplicate IDs.
Key Data Inputs Required for Attribution
| Data Type | Purpose | Examples | Common Issues |
|---|---|---|---|
| Identity Data | Link touches to people and accounts | Email, device IDs, CRM IDs | Duplicates, anonymous mis-mapping |
| Touch Data | Reconstruct journeys and assign credit | UTMs, page views, ad clicks, form fills | Missing UTMs, timestamp gaps |
| Campaign Metadata | Classify programs and channels | Channel, program type, asset type | Inconsistent taxonomy |
| Opportunity & Revenue Data | Tie touches to financial outcomes | Stages, products, ARR, bookings | Owner disputes, stage inaccuracies |
| Account Data | Support ABX attribution and segmentation | Industry, size, region, buying groups | Incomplete firmographics |
Client Snapshot: Attribution Starts with Data
A global SaaS company standardized identity, rebuilt its UTM framework, and aligned CRM stages with Finance. Attribution accuracy increased 42%, enabling clearer channel-level investment and a 19% improvement in pipeline efficiency.
FAQ: Data Requirements for Attribution
Clear answers that help leaders evaluate readiness quickly.
Strengthen Your Attribution Foundation
Get expert guidance to unify identity, channel data, and revenue truth into one reliable measurement system.
Take the Maturity Assessment Talk to an Expert