Skip to content

Create multi-touch contact create attribution reports

Last updated: October 8, 2021

Applies to:

Marketing Hub Professional, Enterprise
CMS Hub Professional, Enterprise

Use contact create attribution reports to see which marketing efforts are leading to new contacts. For example, if you're running multiple marketing campaigns, you can use this type of report to see which campaigns are more successful at creating new leads.

For a deep-dive on using contact create attribution reports, check out HubSpot's Customers blog.

Create a custom multi-touch contact create 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 Contact create, then click Next in the top right.
  • Click the edit pencil icon to name your report.
  • In the left panel, Explore tab, learn about the possible reports you can create using contact attribution. 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 set up and customize your report, in the left panel, click the Configure tab.
    • Chart type: select how you want your data to be represented. Learn more about the different chart types available in HubSpot.
    • Contact create date: select the contacts you want to analyze based on when they were created. If you select a filter containing a Week, the week starts on Sunday.
    • Became a lifecycle stage: select the contacts you want to analyze based when they became a certain lifecycle stage.

    • Add contacts from a list: click this to select contacts in the specific lists for the report. In the dropdown menu, search and select one or more lists of contacts you want for the report. The report will then take into account the contacts in the lists at the point of selection up to 10,000 contacts.
      Please note: the selected lists do not automatically update the report (i.e., a new contact entering the list will not be added to the report), even if they are active lists. If you want to use an updated list of contacts in a similar report, you need to build a new report.
    • Contacts: click this to select specific contacts for the report. In the dropdown menu, search and select specific contacts you want to include in the report. You can select up to 10,000 contacts.
    • Lifecycle stages: select the contacts you want to analyze based on their current lifecycle stage.
    • Buying roles: select the contacts you want to analyze based on the values in their buying role.
    • Campaigns: select specific campaigns to only include contacts who have interacted with the campaign. Using this filter enables you to measure how influential your campaigns are at creating contacts.
    • Content types: select specific types of content to only include contacts who have interacted with the selected content types.
    • Dimensions: select a dimension to slice the new contact credit by. You can click Add another dimension to slice the data further. The dimensions are:
      • Content type: select to assign contact credits by content type. Learn more about content types.
      • Content title: select to assign contact credits by the titles in your content. Where the content does not have a title, the URL of the content will be displayed.
      • Campaign: select to assign contact credits based on assets associated with your HubSpot campaigns.
      • Referrer: select to assign contact credits based on how they were referred to your business.
      • Interaction source: select to assign contact credits by interaction source. Learn more about interaction sources.
      • Interaction type: select to assign contact credits by interaction type. Learn more about interaction types.
      • Contact: select to view individual contacts.
    • Attribution Models: 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. You can click Export to send a file containing the data to your HubSpot registered email address.

Bucket credits from your externally-hosted pages to a specific content 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 Pages without content type content type. 

To assign a specific content 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', '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 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 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 content type. HubSpot will not retroactively update previous interactions to the new content type, and those interactions will still be attributed to Pages without content type.

Definitions and information on contact attribution

Attribution models

Different attribution models split contact credits to interactions differently.

  • First interaction: attributes 100% of the contact credits to the contact's first interaction in the conversion path.
  • Last interaction: attributes 100% of the contact credits to the contact's last interaction in the conversion path.
  • Linear: attributes the contact credits equally to each interaction in the conversion path.
  • U-shaped: 
    • Attributes 40% of the contact credits to the first interaction and lead conversion interactions each.
    • Attributes the remaining 20% of the contact credits to all other interactions equally.
  • Time decay:
    • Attributes contact 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.


The models attribute credit to the interactions that created contacts in HubSpot, and will apportion higher credit to key conversion points in the lead conversion journey. The key conversion points are:

  • First interaction: the contact's first interaction recorded in HubSpot. This is usually their first visit to your website.
  • Last interaction: the contact's last interaction before they were converted to a contact in HubSpot.

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

Content types

Interaction sources

Interactions are bucketed by the traffic source of 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 Organic social.
  • If the interaction was the creation of the contact and this occurred offline, they are bucketed under Offline sources. Learn about what offline sources can mean.

Interaction types

These are the different interaction types available for the report.