How to Create a Multi-Touch Marketing Attribution Report in Hubspot

Data Tutorial Marketing Analytics

Multi-touch marketing attribution is a way to give conversion credit towards touchpoints that influenced the final conversion throughout the marketing funnel. Multi-touch attribution models look at an entire sequence of events a visitor has with your website to better allocate conversion credit.

Multi-Touch attribution is very useful for marketers to get a better understanding of how users are interacting with different channels and assessing how many touchpoints is ideal for a user before ultimately converting on your site.

In this tutorial, learn how to track multi-touch marketing attribution report in Hubspot.

What is Marketing Attribution?

Marketing attribution has increasingly become a must-have strategy for marketing teams who want to better track their performance and influence. There are several different models of marketing attribution:

  • First-Touch: Refers to the first channel that a user interacted with before converting on your site. It is also known as first-click and first-interaction.

  • Last-Touch: Refers to the last channel that a user interacted with before converting with your product/business.

  • Multi-Touch: Assess the value of each touchpoint leading to conversion.

  • Linear: A linear attribution model is the simplest form of multi-touch attribution as it gives conversion credit evenly across each touchpoint in the journey, no matter the stage.
  • Time Decay: Like a linear model, time decay gives conversion credit throughout the journey. However, a time decay model gives more credit to the touchpoints closest the the ultimate conversion. For instance, a final email that led to a purchase is given more conversion credit then an organic search.
  • Position Based: This is a hybrid between First-Touch and Last-Touch attribution models, where the first and last channel each get 40% of the credit, and the touches in between split the remaining 20%.

What is Multi-Touch Marketing Attribution?

As aforementioned, Multi-Touch marketing attribution gives conversion credit to each touchpoint within the customer journey before the final conversion (purchase, trial sign up, etc.).

An example of a Multi-Touch marketing attribution model can be understood through the following example:

  • Meg searches for shoes on Google and clicks through a search result for shoes.com. She browses a few sites and finds a pair of shoes but doesn’t buy them.
  • She continues searching online and finds a fashion blog that mentions the shoes and clicks through to shoes.com. Still not ready to buy, she hovers over to the exit box and sees a pop-up for 15% if you sign up for the newsletter. She signs up for the newsletter.
  • A few days later Meg gets an email from shoes.com and clicks through from the email and buys the shoes.

With a Multi-Touch marketing attribution model, each touchpoint—organic search, referral and email—is credited for the conversion.

How to Track Multi-Touch Attribution in Hubspot

Hubspot allows users to create attribute reports within the marketing automation platform. To create a Multi-Touch attribution report in Hubspot, follow these steps:

  1. In Hubspot, go to Reports > Reports Home
  2. Click the ‘Create a new report’ button
  3. A pop-up modal will appear prompting you to choose a report type. Choose Attribution Report
  4. While Hubspot will give you a few options of attribution report types, let’s choose Start from Scratch, then click Create Report
  5. Start building your report by choosing a group of contact to report on, a conversion type and time period, interacting score or source (in our case, All Sessions)
  6. Save your report
  7. On the next page, be sure to title your report
  8. View and share your report

Conclusion

A Multi-Touch marketing attribution model is a valuable way for marketers who are singularly focused on driving conversions and want to learn more about where to optimize their campaigns.