| 01Marketing Data Collection & Channel Tracking |
Collects campaign, click, impression, website, CRM, and conversion data from paid, organic, email, social, referral, and other marketing channels. |
Connect Marketing Sources→
Capture Campaign & Touchpoint Data→
Normalize Channel Records→
Build Attribution Dataset
|
Coverage for required ad, analytics, CRM, and marketing platforms
UTM, click ID, referral, and campaign metadata capture
Data refresh frequency and historical backfill options
|
| 02Identity Resolution & Cross-Device Tracking |
Connects anonymous and known interactions across browsers, devices, sessions, and systems to build a more complete view of each customer journey. |
Capture Anonymous Touchpoints→
Identify Known User→
Match Devices & Sessions→
Unify Journey History
|
Anonymous-to-known visitor stitching
Deterministic and probabilistic identity methods where available
Clear privacy and consent controls for identity data
|
| 03Customer Journey & Touchpoint Tracking |
Reconstructs the sequence of marketing interactions that occur before and after key conversion events across the buying journey. |
Capture Marketing Interactions→
Order Touchpoints by Time→
Link to Lead / Account / Customer→
Build Journey Timeline
|
Journey visibility across online and offline channels
Touchpoint-level campaign, source, content, and timestamp data
Support for long B2B or multi-session buying cycles
|
| 04Attribution Model Management |
Assigns conversion credit to marketing touchpoints using first-touch, last-touch, linear, time-decay, position-based, or other attribution methodologies. |
Select Conversion Event→
Choose Attribution Model→
Apply Credit across Touchpoints→
Compare Channel Contribution
|
First-, last-, linear-, time-decay-, and position-based models
Custom attribution rules where required
Side-by-side comparison between attribution models
|
| 05Multi-Touch & Data-Driven Attribution |
Distributes conversion or revenue credit across multiple interactions and may use statistical or algorithmic methods to estimate each touchpoint's contribution. |
Collect Complete Journey Data→
Analyze Touchpoint Contribution→
Assign Weighted Credit→
Measure Incremental Influence
|
Transparent methodology behind algorithmic credit assignment
Minimum data-volume requirements for reliable modeling
Ability to inspect touchpoint-level attribution results
|
| 06Conversion, Pipeline & Revenue Attribution |
Connects marketing activity with leads, qualified opportunities, purchases, subscriptions, closed deals, and other business outcomes. |
Define Conversion / Revenue Event→
Link Outcome to Customer Journey→
Assign Marketing Credit→
Calculate Attributed Revenue
|
Lead, opportunity, purchase, subscription, and revenue events
CRM opportunity and closed-won synchronization for B2B use cases
Recurring revenue, upsell, or lifetime-value attribution where needed
|
| 07Offline Conversion Attribution |
Connects calls, store visits, events, sales-assisted deals, imported transactions, and other offline outcomes with earlier marketing interactions. |
Capture Offline Conversion→
Match to Lead / Customer→
Link Previous Marketing Touchpoints→
Include in Attribution Results
|
CRM, POS, call tracking, event, and offline-data imports
Reliable identifiers for matching offline outcomes to journeys
Deduplication between online and offline conversion records
|
| 08Incrementality & Attribution Validation |
Helps teams distinguish correlation from true marketing impact by comparing attributed performance with experiments, holdouts, or other incrementality methods. |
Define Campaign / Audience Test→
Create Comparison Group→
Measure Conversion Difference→
Estimate Incremental Impact
|
Holdout, lift, geo-test, or experiment support where required
Clear distinction between attributed and incremental outcomes
Confidence intervals or statistical significance where provided
|
| 09Marketing Spend, ROAS & ROI Analysis |
Combines attributed conversions and revenue with campaign costs to compare acquisition efficiency, return on ad spend, and marketing ROI. |
Import Campaign Spend→
Match Spend to Attributed Outcomes→
Calculate ROAS / ROI→
Compare Budget Efficiency
|
Automated spend imports from required advertising platforms
CAC, ROAS, ROI, revenue, and cost-per-conversion metrics
Analysis by campaign, channel, audience, creative, and time period
|
| 10Attribution Reporting, Privacy & Integrations |
Turns attribution data into dashboards and reports while connecting marketing, sales, analytics, and data systems under appropriate privacy and governance controls. |
Aggregate Attribution Data→
Build Channel & Revenue Reports→
Apply Privacy / Governance Controls→
Share Insights across Teams
|
Channel, campaign, journey, pipeline, and revenue dashboards
CRM, ad platform, analytics, warehouse, BI, and marketing integrations
Consent controls, APIs, exports, attribution windows, and data-governance settings
|
AD
AP
AT
CA
DR
FU
LE
OK
SE
TR
