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Attribution Guide

Multi-touch attribution setup, analysis, and reporting.

Table of Contents

Attribution Models

Model Comparison

Model Credit Distribution Best For
First-Touch 100% to first interaction Awareness campaigns
Last-Touch 100% to last interaction Direct response, BOFU
Linear Equal across all touchpoints Simple full-funnel view
Time Decay More credit to recent touches Long sales cycles
W-Shaped 40% first, 20% middle, 40% last Hybrid PLG/Sales-Led

For Series A hybrid motion: - 40% credit to first touch (awareness) - 20% distributed across middle touches - 40% credit to last touch (conversion)

Rationale: Balances discovery and closing influence.

HubSpot Attribution Setup

Enable Attribution Reports

  1. Navigate to Marketing Reports Attribution
  2. Select attribution model (W-Shaped recommended)
  3. Define conversion event (deal created, SQL stage)
  4. Set lookback window (90 days typical)

Attribution Report Types

Report Purpose Frequency
Revenue Attribution Credit revenue to channels Monthly
Content Attribution Credit to content assets Weekly
Campaign Attribution Credit to campaigns Per campaign

Custom Attribution Report

Create: Marketing Reports Create Report

Metrics: - Marketing-sourced pipeline $ - Marketing-influenced revenue - CAC by channel - ROAS by campaign

Dimensions: - Channel (Organic, Paid, Email, Social, Referral) - Campaign - Region (US, EU, Canada) - Funnel stage (TOFU, MOFU, BOFU)

Validation: Run report for past 90 days. Verify all channels appear with data.

Google Analytics Configuration

GA4 Events to Track

Engagement Events: 

page_view        (auto-tracked)
scroll           (75% depth)
video_play       (product demos)
file_download    (whitepapers, eBooks)

Conversion Events: 

sign_up          (free trial, account)
demo_request     (calendar booking)
contact_form     (inbound interest)
pricing_view     (pricing page visit)

Custom Dimensions

Dimension Source Purpose
User Type CRM sync Free vs Paid
Plan Type CRM sync Starter, Pro, Enterprise
Lead Status HubSpot MQL, SQL, Customer
Campaign ID UTM HubSpot campaign

GA4 + HubSpot Integration

  1. Install HubSpot tracking code (includes GA4)
  2. Or use Google Tag Manager for advanced tracking
  3. Sync GA4 audiences HubSpot lists for retargeting
  4. Import GA4 conversions to Google Ads

Validation: Real-time report shows events firing. Conversion events marked correctly.

Reporting Dashboards

Weekly Performance Dashboard

Metric Purpose Target
Visits Traffic volume +10% WoW
Unique visitors Reach +5% WoW
Bounce rate Engagement <50%
MQLs Lead volume Weekly target
SQLs Pipeline Weekly target
Conversion rate Efficiency >2%

Monthly Executive Dashboard

KPI Formula Target
Marketing-Sourced Pipeline Sum of new pipeline $ $X/month
Marketing-Sourced Revenue Closed-won from marketing $Y/month
Blended CAC Total spend / customers <$Z
MQLSQL Rate SQLs / MQLs >15%
Pipeline Velocity Avg days in pipeline <60 days
ROMI Revenue / Marketing spend >3:1

Dashboard Build Process

  1. Define KPIs with leadership
  2. Create data sources in HubSpot
  3. Build visualizations (charts, tables)
  4. Set up automated refresh
  5. Schedule weekly/monthly distribution

Validation: Dashboard shows last 7 days data. All metrics calculating correctly.

A/B Testing Framework

ICE Prioritization

Formula: ICE = (Impact Confidence Ease) 3

Factor Rating Description
Impact 1-10 Effect on primary metric
Confidence 1-10 Certainty of success
Ease 1-10 Implementation difficulty

Test Template

Hypothesis: [Adding a case study carousel to pricing will
            increase demo requests by 20%]

Metric: [Demo requests from /pricing page]
Sample Size: [1000 visitors per variant]
Duration: [2 weeks or until significance]
Success Criteria: [20% lift, 95% confidence]

Variant A (Control): [Current pricing page]
Variant B (Treatment): [Pricing page + case study carousel]

Tools: [HubSpot A/B test or Google Optimize]

Statistical Requirements

  • Minimum confidence: 95%
  • Minimum sample: 1000 visitors per variant
  • Minimum duration: 2 weeks
  • Do not stop tests early (false positives)

Common Test Categories

Landing Page: - Headline variations - CTA copy and color - Form length - Social proof placement - Hero image type

Ad Creative: - Format (static vs video) - Messaging angle - Audience targeting - Landing page destination

Email: - Subject line length - Personalization depth - Send time - CTA placement

Test Velocity Target

Series A: 4-6 tests per month - Realistic win rate: 30-40% - Document all results (wins and losses) - Build testing knowledge base

Validation: Test reaches statistical significance before declaring winner.

2026 Galyarder Labs. Galyarder Framework.