Tactical Marketing
Funnel Analytics & Attribution · Data & Reporting Integrity

Funnel analytics and attribution the executive team will actually believe.

Most B2B attribution models fail because the data underneath them isn't honest.

You can pick first-touch, multi-touch, weighted, or time-decay: none of it matters if the lead source is malformed, the campaign membership is sparse, or the lifecycle stages aren't programmatically enforced.

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The work upstream of the model

Choosing an attribution model is fifteen percent of the work. The other eighty-five is making the data feeding the model honest. Lead source has to be populated reliably and respect the actual first touch. Campaign membership has to reflect every meaningful interaction. Lifecycle transitions have to be programmatic, not manual.

15%
of attribution work is choosing the model
85%
is making the data feeding the model honest

When that upstream work is done, the choice between first-touch, multi-touch, and weighted models stops being a religious debate and becomes a practical question about which view answers the question being asked.

Most engagements that come to us with an attribution problem actually have a data hygiene problem. The model isn't the issue; the inputs are.

Building credible funnel analytics

Every credible attribution program has these layers in place. We build them in this order.

  1. 1
    Lead source taxonomy
    A finite, normalized list of lead sources, populated by the systems that capture the first touch: not by the human who imported the file last quarter.
  2. 2
    Campaign architecture
    Campaign object that records every meaningful touch, with consistent naming and explicit start and end behavior.
  3. 3
    Lifecycle integrity
    Programmatic stage transitions with logged criteria. No silent manual stage moves.
  4. 4
    UTM discipline
    Standardized UTM structure across paid media, organic content, email, and partner activity, with the validation to catch malformed values at intake.
  5. 5
    Model selection
    Choose first-touch, multi-touch (linear, position-based, time-decay) or a weighted custom model based on the question being answered, not based on what makes the numbers bigger.
  6. 6
    Reporting
    Dashboards that surface the model in a way that doesn't get re-litigated every QBR.

Matching services

See the same work from the platform and delivery angle.

These service pages cover scope, approach, and what an engagement actually delivers.

Google Tag Manager →GA4 →

Frequently asked questions

QShould we use first-touch, multi-touch, or weighted attribution?+
Depends on the question. First-touch answers "what brought us this account?" Multi-touch answers "what nurtured this account through the funnel?" Weighted answers a custom version of one of the above. Most mature programs report both first-touch and multi-touch in parallel.
QCan you build attribution inside HubSpot?+
Yes, including the more advanced revenue attribution reporting in Marketing Hub Enterprise. Native attribution is solid for most use cases; custom modeling is built when the native shape doesn't fit.
QCan you build attribution inside Salesforce?+
Yes: Campaign Influence (standard or customizable), Pardot/Account Engagement attribution, or custom reporting against the campaign object.
QWhat about Bizible / Adobe Marketo Measure?+
We work in it. Bizible solves a real problem; it's also expensive and prone to becoming a black box if not governed well.
QDo you do account-based attribution?+
Yes. Account-level rollup of contact touches, with the deduplication and weighting decisions made explicit.
QHow long until we have a working funnel report?+
Six to twelve weeks for a full rebuild. Faster if the underlying data is already reasonable.
QCan we do attribution without a marketing automation platform?+
Yes, but the resolution drops. Without behavioral tracking, attribution becomes self-reported and source-only.
QHow do you handle dark social / hard-to-attribute traffic?+
By acknowledging it explicitly in the model and through self-reported attribution at conversion. The honest answer is that some channels are unattributable and the model has to account for that.

Related services

Dashboard & Reporting
Reports that hold up because the data underneath them does.
RevOps Consulting
Aligning marketing, sales, and CS so revenue stops leaking between teams.
Marketing Operations Consulting
The senior layer that owns process, governance, and operational standards.
HubSpot to Salesforce Integration
The two-system marriage that breaks first when something drifts.
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