EDIT: edited the title to request that attribution reporting be enabled for contacts “full path” i.e. throughout the customer journey. Support has confirmed that all the attribution reporyting models only work for contacts up to contact creation - even though Deal attribution offers full path attribution to closed deal.
In a long sales cycle B2B environment with repeat customers, full path attribution is much more important than contact creation attribution. Hubspot has the data. And yes, you can report on the full path in other tools, like basic reports, advanced reports and the customer journey builder, but this seems an unnecessary restriction on the attribution reporting tool.
----OP----
I am really struggling with the limitations of the attribution reporting. We have a long B2B sales cycle with a lot of interactions after contact creation. We also do not use Hubspot sales/CRM so we don’t have deals/revenue data. The Hubspot contact attribution reports seem designed for top of funnel reporting only - around contact creation - and that doesn’t fit the Hubspot flywheel philosophy or B2B!
I want attribution reports to show what interactions people have had on the journey that have reached e.g. MQL or separately opportunity.
The J-shaped model is the most suitable - but the J and inverse J weight the top of the funnel - and with only 20% given to post-first-conversion interactions. So BoFu and MoFu interactions are crushed!
The 10,000 limit is also annoying but is possible to work around with lists and segmenting (regionally etc.). A 50k limit would be much more usable.
So, I think I am asking for:
---> Full path linear model for contacts - that gives equal weight to all interactions (before and after contact creation). Hubspot has the data - this would seem a simple thing to do - is it possible?
(What my chiefs really want to know is e.g. what sparked the opportunity (even if lost) e.g. the ability to weight the middle of the funnel (60% to the last interaction before became an opportunity)).
What are you using besides Hubspot for your CRM? Salesforce?
If you so, you will find it very common that Hubspot marketing users who use another CRM like Salesforce will just do the attribution reporting in that platform as without being able to see the full sales cycle, you cannot have true attribution reporting and would only be able to see a portion of what is going on.
If you try to do e.g. opportunity attribution in a CRM then you won’t get granular visibility to marketing sources/assets/ads/campaigns etc. (unless you have all the ad networks, social, search, email data intregrated into your CRM from HS, which seems unlikely)
If you have Hubspot as MA and CRM then you have all sales activities data - but you can’t do “full funnel” opportunity attribution - only either contact create (up to first conversion) attribution or revenue attribution.
I have a partially integrated Dynamics CRM - so no sales activities, but I do get data on which contacts have become SQL, oppos, customers. Problem is I can only do contact attribution up to first conversion.*
Hubspot has all the data on interactions throughout the lifecycle but this seems crippled by only being able to do attribution reporting on the full path for deals with revenue. It hurts. Am I missing something?
(*Strictly speaking I have a side integration with some deals/revenue data so I am able to test all the attribution report types! TBH just makes it more frustrating.)
Edited the OP to: Attribution - please enable full path (full lifecycle) Contact attribution reporting.
Would be great to be able to use the attribution reports for Contacts beyond contact creation!
The HS documentation is quite vague on this - but all contact attribution reporting is limited to “up to contaction creation”.
How did you do it at the end? Attribution reporting that traces back how deals have been impacted is limited to the enterprise license.
I have an enterprise license so I can access full path deal attribution.
But there is no full path contact attribution and I don’t have a workaround for this.
cool. and if you would build this around a lifecycle stage? let us say just to find out what marketing attributed to a booked meeting?