Marketing Attribution
Marketing Attribution is the practice of assigning credit for pipeline and revenue back to the marketing activities that contributed to them — across channels, campaigns, and touchpoints.
What is Marketing Attribution?
Marketing Attribution is the discipline of answering 'what worked?' — and the honest answer is rarely clean. Buyers touch multiple channels before purchasing; attribution models try to allocate credit across them. Common models include first-touch (credit the first touch), last-touch (credit the last), linear (split evenly), time-decay (recent touches weighted heavier), and multi-touch (algorithmic). No model is perfectly correct; the discipline is choosing one or two that match the business and applying them consistently.
Why it matters
- Attribution informs budget allocation — which channels and campaigns to fund.
- Multi-touch beats single-touch for B2B's long, multi-channel buying journeys.
- Consistent application matters more than choosing the 'right' model — switching mid-stream erases comparability.
Use cases
- Budget allocation. Channel-level attribution informs spend decisions per quarter.
- Campaign ROI. A specific campaign tracked from touch to revenue.
- Sales-influence reporting. Marketing's contribution to closed deals visible to leadership.
How turgo helps
turgo captures every touch — agent and human — into the Golden Record activity log, so any attribution model (first-touch, multi-touch, custom) runs from the same underlying data.
See turgo in action →
