Home / Services / Marketing attribution

Connect marketing activity to the deals and revenue it helps create.

Move past platform conversions and channel assumptions by joining website and campaign touchpoints with your CRM's lead, opportunity, deal, and revenue outcomes.

The customer journey does not end at the website form.

Marketing and CRM data do not connectBring together the marketing touchpoints and business outcomes that sit in separate systems.
Campaign reporting stops too earlyUnderstand performance beyond clicks, impressions, and web-form conversions.
Revenue credit is hard to explainUse a defined attribution approach to make more informed channel and campaign decisions.

How down-funnel reporting comes together.

Attribution work starts with the systems and identifiers available in your stack. Marketing activity, web events, and CRM data can be modeled in BigQuery and SQL to create a more useful view of the journey from first touch through closed revenue.

01

Assess

Review data sources, identifiers, lifecycle stages, and reporting goals.

02

Model

Join the relevant event and CRM data into analysis-ready tables.

03

Interpret

Apply an attribution approach that answers the decision at hand.

Marketing attribution FAQ.

What is marketing attribution?

Marketing attribution is the practice of assigning credit to the channels and touchpoints that contribute to a lead, opportunity, customer, or revenue outcome.

Can website activity be matched to CRM deals?

Often, yes. When appropriate identifiers and data connections exist, website and campaign touchpoints can be matched with CRM lifecycle stages, opportunities, deals, and closed revenue.

Why use BigQuery for attribution reporting?

BigQuery can bring multiple sources together at a warehouse level, making it practical to model events and CRM records for flexible, repeatable attribution analysis.

Ready to measure marketing beyond the click?

Start a conversation ↗