Attribution
Marketing attribution models and tracking
Overview
Attribution framework for understanding which marketing activities drive revenue.
Attribution Models
Model Comparison
| Model |
Description |
Use Case |
| First Touch |
100% to first interaction |
Awareness measurement |
| Last Touch |
100% to last interaction |
Conversion measurement |
| Linear |
Equal across all touches |
Balanced view |
| Time Decay |
More weight to recent |
Sales-focused |
| Position Based |
40/20/40 first/middle/last |
Balanced with emphasis |
SBK Attribution Model
Primary: Position-Based (40/20/40)
- First touch: 40% (identifies acquisition source)
- Middle touches: 20% (spread across nurture)
- Last touch: 40% (conversion driver)
Attribution Tracking
Tracking Requirements
| Touchpoint |
Tracking Method |
Data Captured |
| Website |
HubSpot tracking |
Pages, time, referrer |
| Ads |
UTM parameters |
Source, medium, campaign |
| Email |
HubSpot links |
Opens, clicks, conversions |
| Content |
UTM + HubSpot |
Downloads, engagement |
| Events |
Manual + UTM |
Registrations, attendance |
UTM Standards
?utm_source=[source]
&utm_medium=[medium]
&utm_campaign=[campaign]
&utm_content=[content]
&utm_term=[term]
| Parameter |
Values |
| source |
linkedin, google, email, partner |
| medium |
paid, organic, referral, email |
| campaign |
[campaign-id] |
| content |
[creative-variant] |
Attribution Reporting
Standard Reports
| Report |
Frequency |
Metrics |
| Source Performance |
Weekly |
Leads, MQLs by source |
| Campaign Attribution |
Per campaign |
Revenue attributed |
| Channel ROI |
Monthly |
Spend vs. attributed revenue |
| Content Attribution |
Monthly |
Content influence on deals |