What Is Marketing Attribution & How Do You Report on It?

 Marketers have more channels on which to engage with customers than ever before.  And because the buyer's journey is far from linear, consumers engage with brands via multiple touch points before they ever make a purchase.

While this is a great engagement opportunity for marketers, it also poses a big challenge.

Marketers need to be experts in understanding which channels are generating leads and converting customers most successfully and why. They need to accurately predict the impact of increased or decreased spend on these channels in order to execute a good marketing strategy. And with multiple engagement points, and buyers journeys becoming increasingly complex, it becomes much harder for marketers to have this visibility.

Running reports on channels in isolation such as web traffic or email open rates won’t cut it when it comes to developing a predictable marketing engine. Unless you know how this engagement moves the needle, these reports are just vanity metrics. 

For a lot of marketers, getting visibility into this type of information can be tough. They have to wade through cobbled data from different sources, spend hours crunching numbers in spreadsheets, or wait for a marketing ops resource to help them.

That is unless they are using Marketing attribution.

→ Free Download: Free Marketing Reporting Templates [Access Now]

What is marketing attribution?

Marketing attribution is a reporting strategy that allows marketers and sales teams to see the impact that marketers made on a specific goal, usually a purchase or sale. For example, if marketers want to see how a blog post or social media strategy impacted sales, they might use marketing attribution techniques.

Here’s how our product team at HubSpot describes it:

“Attribution surfaces which interactions a person or group of people took along their journey toward a desired outcome or ‘conversion’ point.”

What is an attribution report?

Marketing Attribution Reports pull all the relevant interactions from your buyers' journey together using pre-built models that can definitively answer which channels and content are helping you meet your marketing goals.

Multi-touch attribution measures and assigns value to all of the interactions a contact had up to a key moment in their journey.

Multi-touch attribution reports are valuable because they allow marketers to pinpoint the exact marketing and sales effort that led to a conversion in your flywheel. By using this information, you can make better-informed decisions about where to invest your time and resources.

For example, if marketers want to see how a blog post or social media strategy impacted sales, or if sales wants to see which types of sales engagements drive the most revenue, they can use this reporting strategy to assign real financial value to these efforts.

HubSpot supports two types of multi-touch attribution reports. Contact create attribution measures the journey of contacts in your CRM up to the moment they were created. Revenue attribution reports measure the journey up to the moment they became customers.


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