Attribution Modeling Setup Guide
Set up multi-touch attribution to understand which channels drive real revenue, not just clicks. Stop wasting budget on vanity metrics.
The Attribution Problem
Most companies use last-click attribution: whoever gets the last click before conversion gets all the credit. This is fundamentally broken for B2B and complex customer journeys.
Example: The Attribution Lie
Touch 1: User finds you via LinkedIn ad → Browses your site
Touch 2: Sees your content on Google search → Reads blog post
Touch 3: Gets retargeting ad → Watches demo video
Touch 4: Searches your brand name → Converts
❌ Last-click attribution gives 100% credit to "Brand Search"
✅ Multi-touch attribution reveals LinkedIn started the journey
From using wrong attribution model
Before B2B conversion
With proper attribution
6 Attribution Models Explained
1. Last-Click (Default, but Worst)
100% credit to the last touchpoint before conversion.
2. First-Click
100% credit to the first touchpoint that introduced the customer.
3. Linear (Simple Multi-Touch)
Equal credit to every touchpoint in the journey.
4. Time-Decay (Best for Most B2B)
More credit to touchpoints closer to conversion. Recent interactions matter most.
5. U-Shaped (Position-Based)
40% to first touch, 40% to last touch, 20% split among middle touches.
6. Data-Driven (Most Accurate)
Machine learning assigns credit based on historical conversion patterns.
How to Set Up Multi-Touch Attribution
Step 1: Use UTM Parameters Consistently
Tag every external link with UTM parameters so you can track traffic sources accurately.
UTM Parameter Structure:
?utm_source=linkedin&utm_medium=paid-social&utm_campaign=q4-awareness&utm_content=video-ad- • utm_source: Where traffic comes from (linkedin, google, email)
- • utm_medium: Marketing medium (paid-social, organic-search, email)
- • utm_campaign: Campaign name (q4-awareness, product-launch)
- • utm_content: Ad variant (video-ad, carousel-ad)
Step 2: Set Up GA4 Attribution
Configure Google Analytics 4 to use your preferred attribution model.
In GA4:
- Admin → Attribution Settings
- Choose "Time-Decay" or "Data-Driven" (if eligible)
- Set lookback window (90 days for B2B, 30 for e-commerce)
- Enable cross-device tracking
Step 3: Build an Attribution Dashboard
Track channel performance and multi-touch paths in one place.
Key Metrics to Track:
- • First-touch vs. last-touch conversion attribution
- • Assisted conversions by channel
- • Average touchpoints to conversion
- • Time lag between first touch and conversion
- • Revenue attributed to each channel
- • CAC by first-touch channel
Step 4: Optimize Budget Based on Data
Use attribution insights to reallocate budget to high-performing channels.
Example Budget Reallocation:
- • Before: 50% Google Ads (last-click looked great)
- • After attribution analysis: Google mostly branded search = low-value
- • Shift: 30% LinkedIn (first-touch driver), 20% content/SEO (assisted), 20% retargeting, 30% branded
- • Result: +40% conversions, same budget
5 Attribution Mistakes to Avoid
1. Using Different UTM Naming Conventions
Inconsistent naming (LinkedIn vs linkedin vs LI) breaks reporting. Use a naming convention doc.
2. Not Tracking Offline Conversions
Sales calls, trade shows, direct mail need manual tracking. Use CRM integrations.
3. Ignoring Dark Social
Slack, WhatsApp, email shares show as "Direct." Use link shorteners with tracking.
4. Not Connecting Leads to Revenue
Track all the way to closed deals, not just MQLs. Integrate CRM with analytics.
5. Waiting Too Long to Analyze
Review attribution monthly. B2B cycles are long, but patterns emerge in 30-60 days.
What Our Clients Achieved
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