There are 8 ways that you can look at revenue attribution in HubSpot. To figure out which is best for you and your organization, it’s best to focus on what your goal is or what you’re trying to identify.
The most commonly used types are Linear, First Interaction, and Last Interaction.
Linear Revenue Attribution Model is a great starting point that gives you a holistic view of your marketing activities. In this model, HubSpot is assigning the same weight to all interactions across the buying journey.
When you’re interested in identifying the value of top of funnel activities or how people are getting to know your brand, then you would want to look at a First Interaction Revenue Attribution Model.
When you’re interested in seeing which activities are driving the bottom of the funnel (ex: deal creation, closed/won revenue), then you would want to look at a Last Interaction Revenue Attribution Model.
Less common models are U-shaped, W-shaped, Time-Decay, J-shaped, and Inverse J-shaped.
The U-Shaped Revenue Attribution Model would be a good model to use if you’re looking for how to generate a large volume of leads that you can nurture in the future.
A W-Shaped Revenue Attribution Model is great for really fast sales cycles. For example, if someone goes from contact-create, to deal-create, to closed-won really quickly, then a W-Shaped Model is ideal because it assigns the most weight to those three specific points with the highest influence.
Time Decay Revenue Attribution Models are really helpful for re-engagement campaigns if you have contacts that have been in your database for a long time. We can also weight the interactions in a time decay model for things like up-sell or cross-sell opportunities.
In a J-Shaped Revenue Attribution Model, the highest weight is assigned to the deal creation in the sales cycle.
An Inverse J-Shaped Revenue Attribution Model assigns the highest weight to the first interaction in the sales cycle.
Depending on your goals and database history, Lead Love can help you choose a model and create an attribution report that’s going to be effective in providing the information needed to optimize your marketing campaigns.
Book a meeting with Lead Love today to learn which revenue attribution model is best for your organization.