Why Multi-Touch Attribution Matters

Why Multi-Touch Attribution Matters 

Attribution shows what’s working and what’s coasting on reputation.

Without it, you end up doubling down on channels that look good but don’t convert. Or you underfund campaigns that quietly carry the funnel.

Multi-touch attribution connects the dots. It shows how different touchpoints contribute to conversion, from first click to final CTA. HubSpot’s tools help you track it, analyze it, and act on it, so you're not relying on surface-level metrics to explain performance.

Attribution Models in HubSpot (And When to Use Each)

HubSpot gives you a range of attribution models. The right one depends on what kind of decision you’re trying to make.

#1. First-Touch Attribution

Credits the first interaction with your brand. Helpful for seeing which campaigns bring new people into the funnel.

#2. Last-Touch Attribution

Credits the final step before conversion. Useful when you want to know what closes the deal.

#3. Linear Attribution

Spreads credit evenly across all interactions. Good for longer nurture journeys with steady engagement throughout.

#4. Time Decay Attribution

Gives more weight to actions that happen closer to the conversion point. Ideal for fast-moving funnels or high-urgency campaigns.

#5. Position-Based Attribution

Splits credit between the first and last touchpoints, with some value assigned to everything in between. Works well when you want to understand both the introduction and closing impact.

How to Set Up Multi-Touch Attribution in HubSpot

Here’s what a clean setup looks like:

• Enable Attribution Reporting: Go to the Reports tab, click "Create report" and select “Attribution.” Choose your model based on your funnel stage or goal.
• Define What Counts as a Conversion: Whether it’s a form fill, demo request, or purchase, set your conversion events clearly. Vague goals lead to vague reports.
• Track All Marketing Channels: HubSpot needs to see email, ads, social, website, and landing pages. If it’s not tracked, it won’t show up.
• Use the Data: Don’t just admire the charts. Use what you learn to adjust strategy and allocate budget more effectively.

Hypothetical Scenario: Optimizing Paid Campaigns with Position-Based Attribution

So, what would this look like in real life? Well, something like this:

The Situation

A SaaS marketing team notices their paid ads are pulling in a lot of traffic, but conversions are not keeping pace. They know the clicks are there but they have no idea if those clicks are doing anything beyond boosting surface numbers.

The Strategy

They set up position-based attribution in HubSpot to get a better view. This model gives 40% credit to the first and last touchpoints, and splits the rest across middle interactions. It’s built to reflect full journeys, not just first impressions or last-minute wins.

The Outcome

Armed with better data, they reallocate 20% more budget to the ad campaigns driving the best first-touch performance. Six months later, total conversions are up 35%. Instead of pulling back on paid ads, they optimize them, and strengthen the entire funnel.

Best Practices to Make Multi-Touch Attribution Useful

Here’s how to keep attribution actionable:

• Choose the right model: Match your funnel length and strategy. Short sales cycles? Time decay. Longer journeys? Position-based.
• Pair it with A/B testing: Attribution tells you what contributes. A/B testing tells you what improves.
• Loop in your team: Share insights across departments so everyone’s aligned on what’s working.
• Audit regularly: Make sure your UTM tracking and data syncs are clean. Attribution depends on good input.
  
  

Final Takeaways for Using HubSpot’s Attribution Tools

Multi-touch attribution helps you move from surface-level metrics to strategic insights. When done right, it helps your team:

1. Make smarter budget decisions backed by actual performance
2. Build campaigns that connect across the full journey
3. Clearly communicate value to stakeholders

Attribution helps your team focus on what’s moving the needle—not what’s making the most noise.

Want Help Setting Up Attribution That Actually Reflects Your Work?

FMK helps marketing teams build attribution strategies inside HubSpot that show the full customer journey and support better decisions. Whether you’re cleaning up a messy stack or building from scratch, we’ll help you turn data into direction.

Let’s figure out what’s really driving results.

Continue the conversation: Custom Reports, Real Impact with HubSpot Analytics