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Create multi-touch revenue attribution reports

Last updated: November 16, 2021

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.

Data used for the report

If you're not seeing the expected data in your report, understand what data the report uses. The report will not take into account:

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.

If a deal meets all the conditions, the main data that will be used for the report include:

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 visually 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. If you select a date filter containing a Week, the week starts on Sunday.
    • Asset types: select specific types of assets to include revenue from closed deals associated with contacts who interacted with the selected asset types. 
    • Deals: select specific deals to only report on the revenue from those deals. 
    • Deal pipeline: select specific pipelines to only include revenue from closed deals in those pipelines.
    • Deal owners: select specific owners to only include revenue from closed deals owned by the selected users.
    • Deal types: select a type of deal to only include revenue from deals of the selected type. 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.
    • Campaigns: select specific campaigns to only include revenue from closed deals associated with the campaigns. 
    • Companies: select specific companies to only include revenue from closed deals associated with the selected companies.

      deal-create-attribution-sidebar-configure-tab0
    • 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:
      • Asset type: select to assign deal revenue credits by asset type. Learn more about asset types.
      • Asset title: select to assign deal revenue credits by the titles of your assets. When an asset doesn't have a title, the URL of the asset will be displayed.
      • Campaign: select to assign deal revenue credits based on assets associated with your HubSpot campaigns.
      • Company: select to assign deal revenue credit by the company that the contact is associated with.
      • Deal: select to assign deal revenue credits by deal.
      • Deal owner: select to assign deal revenue credits by the deal owner.
      • Deal pipeline: select to assign deal revenue credits by deal pipeline.
      • Deal type: select to assign deal revenue credits by deal type.
      • Interaction position: select to assign deal revenue credits by the position of the interaction along the customer journey.
      • Interaction source: select to assign deal revenue credits by interaction source. Learn more about interaction sources.
      • Interaction date: select to assign deal revenue credits by the date and time that the touchpoint for the attribution occurred.
      • 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.

Attribute credits from your externally-hosted pages to a specific asset type

If your website isn't hosted with HubSpot, and is instead managed externally, you can still create attribution reports for your pages. However, by default, any credits attributed to an externally-hosted page will be bucketed under the asset type Pages without asset type

To assign a specific asset type to a page, you can request that your developer team add the following code to those pages:

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

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

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

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

Please note: when you add the above code to your pages, only new page interactions will be attributed to the specific asset type. HubSpot will not retroactively update previous interactions to the new asset type, and those interactions will still be attributed to Pages without asset type.

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 deal revenue credits more heavily to more recent interactions.
    • Credits are distributed using a 7-day half-life. This means an interaction 8 days before a conversion gets half as much credit as an ad interaction 1 day before the same conversion.

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.

Asset 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. To be taken into account in the report, such sales activities should be associated to the contact record and its relevant associated deal records. For example:
    • A contact record is associated to a deal record.
    • When a HubSpot user call the contact about the deal and log it to the contact record, the call activity will automatically be associated to the deal record if it is one of the contact record's five most recent open deals. Otherwise, the user should associate the call manually to the deal record.
    • Because the call is associated to both the deal and the contact, the report will assume it relates to the deal and can take it into account for revenue attribution.
    • If the call is not associated to the deal, it will not be taken into account for the revenue attribution report as it may not relevant to the deal but for other purposes.
  • Marketing email click interactions are bucketed under Email marketing.
  • Social post click interactions are bucketed under Organic social.
  • If a contact was created either manually or through an import, interactions will be bucketed under HubSpot CRM.

Interaction types

In the Interaction types in attribution section of the left sidebar of the report builder, you can view the interaction types included in the report.

interaction-types-report-builder0

Included interaction types will depend on which interaction types are enabled in your settings. Most interaction types are turned on by default, but some types, such as sequence enrollment, will need to be turned on manually.

Learn more about customizing interaction types for attribution reports.