Touch Point Attribution ROI
Multi-touch attribution: first-touch (intro credit), last-touch (conversion), linear (equal), time-decay (recent weighted). Use linear or TD for fair allocation.
| Channel 1 spend | — |
| Channel 2 spend | — |
| Channel 3 spend | — |
| Closed-won deal value | — |
| Attribution model | — |
| Ch1 attributed value | — |
| Ch2 attributed value | — |
| Ch3 attributed value | — |
| Overall marketing ROI | — |
Multi-touch attribution distributes credit for sales across all touch points in the buyer's journey. Different models (first-touch, last-touch, linear, time-decay) tell different stories — most companies use multiple models for triangulation.
Model Comparison
First-touch: gives 100% to first interaction. Good for measuring brand awareness channels (display, podcast). Last-touch: 100% to final touch. Good for direct response (paid search). Linear: equal credit across all touches. Time-decay: recent touches weighted higher.
Which Model to Use
For brand-building channels: first-touch + lead-time analysis. For direct response: last-touch + conversion rate. For mature funnel: time-decay or position-based (40-20-40). Most companies use 2-3 models in parallel for triangulation.
Tools and Implementation
HubSpot, Salesforce CDP, Bizible (Adobe), CallRail, Wicked Reports. Integration: marketing automation + CRM. Best practice: tag UTMs consistently. Implement 90 days before judging — short data windows mislead.
Last updated May 2026. Sources: HubSpot Attribution Guide.