• With the help of B2B marketing attribution, you can track the channel’s performance and understand what actually drives the business.
  • Attribution recognizes the messages and channels that can potentially influence the conversion decision and the later steps.

B2B marketers interact with clients over several platforms and channels. They need to ensure that the customer’s journey through many touchpoints should ultimately lead them to purchase.

Marketing attribution provides marketers with various valuable opportunities for engagement. Marketers must clearly understand the active channels that consistently generate leads and drive conversions. Additionally, they need to assess the impact of their investments across multiple channels. However, maintaining visibility can be a challenge for marketers due to the multitude of customer touchpoints. Furthermore, establishing a reliable and consistent marketing engine can be complex.

Marketers face difficulties when it comes to accessing insights into the preferences of their prospects. This process often involves sifting through data from various sources and spending significant time aggregating numbers in spreadsheets or seeking assistance from marketing experts. However, implementing marketing attribution helps overcome these challenges, simplifies segmentation tasks, and accelerates the entire process. By leveraging marketing attribution, marketers can streamline their efforts, gain valuable insights, and achieve faster and more efficient decision-making.

Marketing Attribution

It is the analysis of identifying the suitable marketing tactics that can contribute the most to conversion and sales. The practice involves assessing all the crucial touchpoints a customer faces during the buying journey.

Attribution recognizes the messages and channels that can influence the conversion decision and the later steps. B2B marketers use various attribution models that help them to understand when and how a customer is engaging with brand messages. This enables marketing teams to plot and personalize campaigns to meet specific customer preferences, thereby enhancing the corresponding ROI.

With the help of B2B marketing attribution, you can track the channel’s performance and understand what actually drives the business. Thus, you can consider investing in and engaging with channels more likely to reap optimum returns.

Although marketing without attribution is somewhat possible, it fails to comprehend what is effective for the campaign and what is no longer required. Marketing teams need to frequently gain consumer responses to understand the attribution effect during the various campaigning stages.

With digital marketing on board, the assessment of attribution has become simpler. With the help of analytics tools, marketers can precisely check which advertisements, channels, content, and platforms are fetching desired results. Before you commence the attribution, several recommendations and relevant standards must be clearly understood.

Marketing Attribution Practices

A predetermined marketing goal can help you augment sales, retain customers, and bolster brand value. The marketing team can accordingly decide about the suitable attribution model to adopt. A few reliable attribution practices that can help you accomplish your business goals are as follows:

  • Everybody on board must be aware of the data access purpose to understand what content can garner the maximum traction. Once the marketing attribution data is retrieved, you can anticipate the results that can favor your business goals. This involves adjusting your marketing budget and policies.
  • The performance metrics for tracking attribution must be evaluated. Once the data relevant to the digital outreach of your business is evaluated, it becomes easier to decide on further efforts. Marketers can learn more about the content that their customers find engaging. You should recognize all marketing performance indicators that are most relevant to your organizational goals instead of relying on only individual customer preferences.
  • Being a B2B marketer, you should keep the marketing data handy and updated before the attribution. The marketing team requires a properly curated strategy to keep track of systematic data analysis and various platforms before deploying attribution. Marketers should always remain aware of updates frequency, data sources, customer accounts, data access tactics, and associated channels. Identify the priority channels for reporting and updating information insights.
  • Even with a modest start, continuous expansion can significantly enhance the effectiveness of attribution efforts. By initiating multi-channel monitoring through a single campaign, marketers can gain insights into the performance of their content across various online channels, emails, and social media. This approach allows them to gauge the success of their content and understand its impact across different platforms. With this comprehensive view, marketers can make informed decisions and optimize their marketing strategies for better results.

Later, after conducting a detailed analysis of all your archived marketing data, you can evaluate the figures comparatively and estimate further feasibilities.

 Marketing Attribution Models

The marketing attribution model allocates value to campaigns with the help of statistical analysis. The customer-oriented approach is why marketing attribution models generally use digital campaigns rather than offline ones.

The message and channel the consumer engages with, touchpoints influencing the purchase decision, the role of brand value in conversion, and content sequencing are some of the crucial insights an effective attribution model offers.

Single-touch and multi-touch are the two main attribution models, offering different insights.

1) Single-touch Attribution Model

The model consists of two segments: first-touch and last-touch attribution. The former works with the assumption that the customer has determined to convert immediately after encountering the first advertising content. Hence, it attributes the first touchpoint entirely, irrespective of the later content and messages offered.

Last-touch attribution, on the other hand, prioritizes and credits only the last touchpoint that the customer engaged with before converting without acknowledging the earlier content.

2) Multi-touch Attribution Model

Due to certain discrepancies in the single-touch model obstructing the comprehensive customer journey, marketers started relying more on the multi-touch attribution model.

The model considers all the touchpoints that customers engage with throughout the journey before settling for the purchase decision. It helps to assess what appeals to customers at every touchpoint encountered. Various multi-touch models differently allocate value to the channels.

For instance, some models designate value depending on one or the other touchpoint of interaction that can potentially lead to conversion, while others evaluate all the touch points on a similar baseline. The major multi-touch attribution models that are classified based on how they assess various touchpoints down the journey include linear, U-shaped, time decay, and W-shaped.

Marketing Attribution Tools

As marketing attribution is vast and challenging, it becomes crucial for marketers to use some robust attribution tools to fetch the anticipated outcomes conducive to their business goals. Some of the reliable marketing attribution tools that can help marketers augment their desired results are listed here:


This is a mobile attribution tracking software with an emphasis on app-install attribution. A dashboard links every latest version to the marketing strategy in practice and platforms that provides the source. It helps improve marketing performance, leading to customer acquisition.

Data privacy has also been a significant concern for AppsFlyer; it operates with a dedicated security team. The user interface, customer service, and reliability of the tool have received a good response from the users.


This mobile attribution monitoring tool provides marketers with ad clicks, organic installations, and in-app event facilities. Various options it includes are fraud detection, mobile analytics, and customer growth.

Marketers can easily track the specific advertisements leading to conversion that customers engage with. Besides, Adjust integrates fraud-detection service to ensure that budget and data remain secure and not compromised. The tool can interact with multiple advertising partners so that marketers can access the resource data and set up the corresponding campaign.


This multi-touch attribution software helps marketers to check their returns on advertising expenses. It simply collects data insights of pricing from all advertising channels and redirects the cost to a specific user account to keep track of ROI for the period concerned.

Branch Metrics  

This marketing analytics tool provides links and cross-platform attribution. Marketers can assemble all distributed identifiers from apps and the web for the entire funnel assessment.

With the help of email service providers, advertising networks, and marketing tools, you can disperse in-app material to the users and evaluate their interaction with your business.


This impact analysis tool helps test content, check campaign reports, monitor apps’ performance, and evaluate whether marketing efforts are propagated or hindered somewhere.


Adroll cross-channel attribution is one of the most reliable attribution software solutions. It segments the individual customer journey into the extent, revenue, and touchpoint interactions to offer a comprehensive view of the customer interaction with your business.

It also makes comparing and checking attribution models beyond previous clicks feasible. With the help of several tool options, it becomes easy to analyze specific user journeys to retrieve the most precise and relevant data that can help estimate the ROI.

Adroll also helps to spot any void in the customer experience so that marketers can bring it back on track by making informed decisions about the services they need to offer to the specific customer.

Wrapping up

With all the insights mentioned above, it becomes evident that marketing attribution recognizes the marketing activities that contribute the most to fetch desired results in terms of conversion and sales.

It assists marketers in evaluating the customer journey and identifying the most influential touchpoints that can drive the actions. With the concerned tools and models, marketers can analyze customers’ journeys and recognize the areas where they experience hurdles.

Attribution tools also help to calculate ROI for marketing campaigns, manage expenditures, make data-oriented decisions, and enhance overall marketing efforts.

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