Multi-Touch Attribution Reporting - Best Practices
SOLVE
I am trying to create a custom multi-touch revenue attribution report. Multi-touch attribution relates revenue in the form of "credit" to customer interactions in HubSpot, so that we can understand better how the marketing and sales activities are creating revenue for our business.
My vivid vision is that I want to see all contacts associated to Sales Deals and have attribution spread out equally to all campaign executed on that contact over the past 90 days from the created date of that deal.
So what this would show me is every campaign executed on that contact within a 90 day period of that deals created date.
For example we have 3 campaigns:
Capaign 1
Capaign 2
Capaign 3
All three campaign were executed within the 90 days of that campaigns created date. I Would like the revenue of that deal to be spread out equally across all three campaigns.
So if the deal have an amount of $3,000. Then Campaign 1 would be responsible for $1,000. Campaign 2 would be responsible for $1,000, and Campaign 3 would be Responsible for $1,000.
The way this generally works in HubSpot is that all assets (landing pages, forms, workflows) are tagged with a campaign. These campaigns need to be set up separately, see here.
HubSpot is now checking whether contacts interact with assets and which campaigns these assets belong to. This is what a campaign attribution report would be based on.
There are various options for attribution reporting here, for example attributing all credit to the first interaction (e.g. a specific landing page associated to a campaign). That landing page would get the credit. What exactly that credit should count towards, can be decided in the report settings, e.g. which campaign was best in creating contacts, or generating revenue, for example.
Other attribution models are also available, for example linear, distributing credit for revenue evenly between all campaigns touched.
For revenue attribution, an Enterprise subscription is required. These options will simply not be available in a Professional subscription or lower, unfortunately.
After tagging your marketing assets with campaigns and HubSpot starts collecting this data, you will be able to ask the question: Which campaigns drove the most new contacts or revenue?
Does that clarify things?
Best regards
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer
The way this generally works in HubSpot is that all assets (landing pages, forms, workflows) are tagged with a campaign. These campaigns need to be set up separately, see here.
HubSpot is now checking whether contacts interact with assets and which campaigns these assets belong to. This is what a campaign attribution report would be based on.
There are various options for attribution reporting here, for example attributing all credit to the first interaction (e.g. a specific landing page associated to a campaign). That landing page would get the credit. What exactly that credit should count towards, can be decided in the report settings, e.g. which campaign was best in creating contacts, or generating revenue, for example.
Other attribution models are also available, for example linear, distributing credit for revenue evenly between all campaigns touched.
For revenue attribution, an Enterprise subscription is required. These options will simply not be available in a Professional subscription or lower, unfortunately.
After tagging your marketing assets with campaigns and HubSpot starts collecting this data, you will be able to ask the question: Which campaigns drove the most new contacts or revenue?
Does that clarify things?
Best regards
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer