Request a callSame deal, five attribution models, five different budgets
A single closed-won deal with six touchpoints over 61 days. Switch between first touch, last touch, linear, position-based and time decay to see how revenue credit moves between Google Search, LinkedIn, display and sales. The model you choose changes the revenue number on every report, so agree it before you build.
Last updated
Under last touch, paid media gets 0% of the credit. Under position-based, it gets 60%. The same deal, a different budget decision.
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How it works
First and last touch
All credit to one touch. Simple, and wrong for long buying cycles with many stakeholders.
Linear
Equal credit to every touch, which ignores which ones moved the deal.
Position-based 40/20/40
40% to the first touch, 40% to the last and 20% shared across the middle. Our default for enterprise B2B.
Time decay
More credit to touches closer to the close, here with a 14-day half-life.
Which attribution model is best for B2B?
For long, multi-stakeholder deals we recommend position-based (40/20/40) as the default view, with first touch and last touch available as toggles so leadership can see the range.
Why does last-touch attribution undervalue paid media?
Because the last touch in enterprise deals is usually a sales meeting or direct visit. Paid media opens and moves the deal weeks earlier, and last touch gives it nothing.
How do you build multi-touch attribution in Salesforce?
Capture UTMs and click IDs on every form, stamp the source onto the opportunity with a set-if-empty flow, and use Campaign Influence to distribute opportunity amount across the campaigns that touched the deal.
Can we report several models at once?
Yes. We build the Power BI or CRM report with an attribution toggle, so first touch and multi-touch sit side by side.
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