Reports

Create multi-touch revenue attribution reports

Last updated: October 13, 2020

Applies to:

Marketing Hub  Enterprise

Create a custom multi-touch revenue attribution report. Multi-touch attribution relates revenue in the form of "credit" to customer interactions in HubSpot, so you can understand better how the marketing and sales activities are creating revenue for your business.

Please note: the multi-touch revenue attribution report only takes into account deals with known values in their Amount property, Close date property, and Create date property. From such deals, the following data is used for the report:

It will not take into account any revenue or customer interactions outside of HubSpot or from deals that do not have those property values.

Create a custom multi-touch revenue attribution report

  • In your HubSpot account, navigate to Reports > Reports.
  • In the upper right, click Create custom report.
  • In the left panel, select Attribution.
  • Select Revenue, then click Next in the top right.
  • Click the pencil icon edit iito name your report.
  • In the left panel, Explore tab, you can learn about the different types of reports you can create using revenue attribution.
    • Click See how it works to watch a video tutorial and read more about how revenue attribution can help you with measuring your marketing activities.
    • In the Sample reports section, click View to check out a sample report that helps to answer the question stated. This will automatically set certain options in the Configure tab for you to produce the report.
  • To configure your report, in the left panel, click the Configure tab:
    • Chart type: select how you want your data to be represented.
    • Deal close date: select a date range. The revenue from the deals closed within that date range will be included in the data for the chart.
    • Deal pipeline: select a pipeline or all pipelines. Only revenue that comes from deals in the selected deal pipeline will be included in the data for the chart.
    • Deal type: select a deal type or all types. Only revenue from deals of the selected deal type will be included in the data for the chart. By default, deal types are either a New Business or Existing Business. You can edit or add new deal types in your deal property settings.
    • Interactions: select to display revenue from all interactions, marketing interactions only, or sales interactions only.
      • Marketing interactions only: only revenue driven by content will be displayed.
      • Sales interactions only: only revenue driven by calls, meetings, sales emails, and conversations will be displayed.
    • Dimensions: select a dimension to slice the deal revenue credit by. You can click Add another dimension to slice the data further. This can be by:
      • Content type: select to assign deal revenue credits by content type. Learn more about content types.
      • Content title: select to assign deal revenue credits by the titles of your content. Where the content does not have a title, the URL of the content will be displayed.
      • Deal: select to assign deal revenue credits by deal.
      • Deal pipeline: select to assign deal revenue credits by deal pipeline.
      • Deal type: select to assign deal revenue credits by deal type.
      • Campaign: select to assign deal revenue credits based on assets associated with your HubSpot campaigns.
      • Interaction source: select to assign deal revenue credits by interaction source. Learn more about interaction sources.
      • Interaction type: select to assign deal revenue credits by interaction type. Learn more about interaction types and how you can customize them for your report.
    • Attribution Models: click Choose to select one or more attribution models, based on how they attribute credit to the different interactions. If you select more than one model, each model and their associated credits will be displayed separately in the chart. 

  • When you're done building your report, click Save in the top right.

Conditions for deals to be included in the report

Not all deals are eligible for reporting. An example of deals that are excluded from the report are deals not in a closed-won stage because they have no confirmed revenue.

Only deals that meet all following conditions will be included in the report:

If a deal misses one or more of the above conditions, it will be excluded from any revenue attribution reports.

Bucket credits from your externally-hosted pages to a specific content type

If your business's website is not hosted with HubSpot and does not use the HubSpot content management system, your website is hosted externally outside of HubSpot.

By default, any credits attributed to an externally-hosted page will be bucketed under the Pages without content type content type.

However, you can bucket credits attributed to your externally-hosted pages to other content types by requesting your developer team add the following code to those pages:

var _hsq = window._hsq = window._hsq || [];
_hsq.push(['setContentType', 'CONTENT_TYPE']);

Replace the CONTENT_TYPE text in the code with the expression for the content type you want the credits to be attributed to.

  • To attribute credits to the Website page content type, use the expressions standard-page or site-page.
  • To attribute credits to the Landing page content type, use the expression landing-page.
  • To attribute credits to the Listing page content type, use the expression listing-page.
  • To attribute credits to the Blog post content type, use the expression blog-post.
  • To attribute credits to the Knowledge article content type, use the expression knowledge-article.

Learn how this code works in our developer's documentation.

Customize the interaction types for your revenue attribution report

If you don't want to include all the interaction types in your revenue attribution report, you can remove certain types. Once you've made changes to your interaction types, your existing reports will need to be reprocessed and this may take up to two days, depending on the amount of data in your HubSpot account.

  • In your HubSpot account, click the settings icon settings in the main navigation bar.
  • In the left sidebar menu, navigate to Tracking & analytics > Attribution.
  • By default, all interaction types are available. For each interaction type, click to toggle the switch off to remove the interaction type from all your revenue attribution reports.
  • Once you've selected the interaction types to omit, click Save in the bottom left.
  • In the dialog box, click Save & start reprocessing.

Definitions and information on revenue attribution

Attribution models

Different attribution models split revenue credits to interactions differently.

  • First interaction: attributes 100% of the deal revenue credits to the contact's first interaction in the conversion path.
  • Last interaction: attributes 100% of the deal revenue credits to the contact's last interaction in the conversion path.
  • Full-path:
    • Attributes 22.5% of the deal revenue credits to first interaction, lead creation, deal creation, and last interaction each.
    • Attributes the remaining 10% of the deal revenue credits to all other interactions equally (i.e., middle interactions).
  • Linear: attributes the deal revenue credits equally to each interaction in the conversion path.
  • U-shaped: 
    • Attributes 40% of the deal revenue credits to the first interaction and lead conversion interactions each.
    • Attributes the remaining 20% of the deal revenue credits to all other interactions equally.
  • W-shaped:
    • Attributes 30% of the deal revenue credits to the first interaction, lead conversion interaction, and deal creation interaction each.
    • Attributes the remaining 10% of the deal revenue credits to all other interactions equally.
  • Time decay: attributes contact credits more heavily to more recent interactions.

Interactions

The models attribute revenue credit to interactions, and will apportion higher credit to key conversion points in the customer journey. The key conversion points are:

  • First interaction: the customer's first interaction recorded in HubSpot. This is usually their first visit to your website.
  • Lead creation: the customer's last interaction before they were converted to a contact in HubSpot.
  • Deal creation: the customer's last interaction before a deal was associated to them.
  • Closed-won: the customer's last interaction before the deal associated to them moved to a closed-won stage.

Any interactions that occur between these key conversion points are called middle interactions.

Content types

Interaction sources

Interactions are bucketed by the session where they occurred (e.g., a page view during a session that started through an AdWords ad will be an interaction bucketed under Paid Search).

Where the interaction doesn't occur during a session, they will be bucketed based on the type of interaction:

  • Meeting, Call, Sales email reply, and Conversation interactions are bucketed under Sales.
  • Marketing email click interactions are bucketed under Email marketing.
  • Social post click interactions are bucketed under Social media.

Interaction types

These are the different interaction types available for the report. You can customize the number of interaction types for all your revenue attribution reports.
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