Solving Multi Touch Attribution within Hubspot

Marketing & Content Hub Reporting & Analytics
1

Hello!!
Our organization uses both Inbound and Outbound marketing efforts to create the sales pipeline. There are multiple campaigns running across both Inbound and Outbound, often leveraging each other’s resources.
As a customer’s journey is not uni-directional and most probably will involve touchpoints from inbound marketing, outbound marketing and sales channels, it is important to be able to drilldown which of the efforts yield results to be able to optimize campaign spends and reduce investment in activities and campaigns which yield no results. Hence, multi touch attribution for contact/ company conversion is important.

Most properties at the company and contact level that can be used to solve this are constantly updated in Hubspot, i.e., instead of a series of events, they are available as a snapshot in time. Moreover, most of the information is only available in the ‘details’ section of each property and cannot be readily used in reports/ dashboards.

Is there a way using which we can solve this issue within HubSpot, without using any third party integrations? Any help would be highly appreciated.
Thanks,
Aman

2

Hi Aman!

Here’s how I like to solve this. It’s not perfect, but it’s worked pretty well for us…

Create 5 new custom fields on the contact record…

1. Lead Source Final (single line text)

2. Lead Source Detail Final (single line text)

3. Lead Source Manual (picklist with options specific to your sales process. Ours are Marketing, Agency Partner, Channel Partner, Cold Outbound, Client test Business Development)

4. Lead Source Detail Manual (picklist of specific channel partners, outbound methods, etc.)

5. MQL Conversion (single line text)

Create 2 contact workflows…

1. Utility | Set Lead Source and Lead Source Detail from HS Original Source

This workflow fires when the HS “Original Source” field is populated and checks to see if it s any of “Online”. If it is, it sets “Lead Source Final” to “Marketing” copies the value of “Original Source” into “Lead Source Detail Final”

2. Utility | Set Lead Source and Lead Source Detail from Lead Source Manual

This workflow fires when “Lead Source Manual” is set (presumably by a salesperson) and copies the value into “Lead Source Final” and copies the value of “Lead Source Detail Manual” into “Lead Source Detail Final”

Now you have both online and offline sources being consolidated into your custom fields. That allows you to pull custom reports…one for “Lead Source Final” and one for “Lead Source Detail Final”.

Finally, make another workflow…

1. Utility | Copy Recent Conversion at time of MQL Lifecycle Change

This workflow fires when “Lifecycle Stage” changes to “Marketing Qualified Lead” will copy the “Recent Conversion” value into “MQL Conversion” at the time the contact becomes an MQL. That way, when “Recent Conversion” gets overwritten on a future form fill, you will have a record of which asset actually converted them.

You can then pull a report showing Count of Contacts by MQL Conversion.

This is the 1000 foot view. There are of course some details and nuances in here that you need to account for.

I hope this explanation was clear.

If not, I’d be happy to hop on a screen share and show you how I do it and what the reports end up looking like if you want. You can book time with me here https://www.digitopia.agency/meetings/jfreeman

3

Hi @ASinghal4 ,

So, this article here from the HubSpot Knowledge Base will provide very useful information to you about creating multi-touch attribution reports :slightly_smiling_face:

- https://knowledge.hubspot.com/reports/create-multi-touch-contact-create-attribution-reports

It provides a lot of details about this reporting and further links to specific methods that might best suit you.

Hope this helps!

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Thanks and Regards.