Attribution & the marketing funnel

The Attribution tab is where the platform earns its name. It stitches your ad spend, website behaviour and CRM deals into a single funnel, so you can see what's actually driving revenue - not just what each ad platform claims.

The funnel

Attribution reconciles platform spend (Google, Meta, TikTok, and so on) plus any off-platform spend you've logged in Budget, then maps the journey:

Impressions - clicks - sessions - leads - deals

Each step shows the numbers and the drop-off, so you can spot where the funnel leaks.

True ROAS

Because deals come from your CRM, the platform can show blended ROAS across all channels and tie revenue back to the channels that sourced it - a far more honest number than platform-reported conversions, which tend to over-claim.

First-touch vs last-touch

A model switcher sits above the funnel. It re-credits channel revenue and ROAS across the whole tab - the funnel, the channel table and the spend-vs-revenue chart - so you can ask two different questions:

• First-touch (the default) - which channel introduced the contact?
• Last-touch - which channel was present when the deal closed?

What you see depends on the CRM:

• HubSpot records distinct first and last sources (hs_analytics_source vs hs_latest_source), so both views are genuinely different.
• Salesforce and GoHighLevel store a single source per deal, so the tab shows "Single-touch (first = last)" - both toggle positions return the same numbers.

Linear, Position-based and Time-decay appear but are locked ("unlock multi-touch - needs full-journey tracking"). These need per-contact journey data the platform doesn't yet capture, so they're intentionally not computed rather than estimated.

Filters and breakdowns

• UTM medium pills - filter the funnel to a channel (paid, organic, email, etc.). When a filter is active, sessions and contacts are estimated proportionally and clearly labelled "Estimated".
• Channel table - ROAS, cost and contribution per channel, including owned channels like email and the Web Concierge.
• Pipeline view - blended ROAS against your open pipeline, not just closed revenue.

What it needs

Attribution is at its best when you've connected:

• At least one ad platform (for spend), or logged off-platform spend in Budget.
• A CRM (for deals and revenue).

If something's missing you'll see a "connect this" prompt rather than a broken chart. Keeping your UTMs clean makes the channel split much sharper - the CRM tab shows a UTM health score to help.