HockeyStack
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  • Getting Started
    • 👋Welcome to the Docs!
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    • HockeyStack Implementation Scope: Reporting Product
  • Release Notes
    • May 5, 2025
    • April 21, 2025
    • April 14, 2025
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  • Guides
    • ❓FAQ
      • Merging in HockeyStack
      • Why has my data changed?
      • Viewing form submissions by page
      • A touchpoint's influence on conversion rates
      • Average number of touchpoints
      • Self-reported attribution
      • Trend of Engagement Score
      • How do I see which individuals / companies are included in a metric?
      • What touchpoints get credit in attribution?
      • What object/integration is this field pulling from?
      • What is "Source"?
      • What is "UTM Source"?
      • What is "UTM Medium"?
      • What is an Action?
      • How can I add Salesforce Task object into Defined Properties?
      • How can I track offline events in HubSpot?
      • How can I use LinkedIn Impressions and Engagements in my reports?
      • Measuring sales and marketing penetration in an account list
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      • Number report: Funnel stages influenced by different types of marketing touchpoints
      • Best Practices for Lifecycle Tracking in Salesforce / HubSpot
      • Adding HubSpot form fills to defined properties
      • Does HockeyStack website pixel track US States?
      • Measuring Time Between Two Goals in HockeyStack
      • What is the HubSpot "email bounces" action?
      • Hiding Fields from your CRM in HockeyStack
      • How long does it take for a relation mapping to be ready to use?
      • Can I integrate multiple LinkedIn ads accounts?
      • Can I use Zapier for integrations with HockeyStack?
      • I created a new field in Salesforce (SFDC), but I don’t see it in HockeyStack. What should I do?
      • Using two similar fields in one breakdown
      • Why can't I map back to property?
      • GA4 vs. HockeyStack Website Data Tracking
      • How does HockeyStack deduplicate accounts?
      • How do Table Totals Work: Campaign vs Campaign Group?
      • Can I create one field that calculates the total ad spend + SFDC campaign spend?
      • HubSpot: Can I filter a goal on X object by Y object fields?
      • LinkedIn Impressions: Different Ways of Measuring
      • How to define Engaged Accounts and Engaged People?
      • Building a Campaign Grouping property
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  • Documentation
    • The HockeyStack Data Model
    • 🎯Goals
      • Funnel Stages Goals
      • Form Fill Goals
      • Page View Goals
      • Click Goals
      • Finding Out a Button's CSS Selector
      • Goals on the Task Object
      • Building an All Touchpoints (Channel) Goal
    • Defined Properties
    • Track Date Properties
    • 📊Reports
      • Building a Basic Report
      • Journeys Use Cases
      • Customer Touchpoint Hierarchy
      • Sequences
      • Lift Reports
      • Lift Analysis vs. Multi-Touch Attribution
      • Types of report filters and when to use them
      • Attribution Models
      • Attribution Lookback
      • Defining Custom Attribution Weights
      • Importing a Google Sheet to use as a Goal Column
      • Advanced Attribution Models
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      • When to use AND vs. OR logic?
      • Using Regex
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    • Odin AI
      • HockeyStack AI: Security, Privacy, and Responsible Use
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        • Use an S3 User
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  • Setting up your Data for import
    • Import Custom Actions
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  • Technical Details
    • ↖️Website Tracking
      • How Website Tracking Works
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    • ⚙️Data Processing from Integrations
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  • Account Intelligence
    • ☕Getting Started
      • HockeyStack Implementation Scope: Account Intelligence Product
      • Salesforce
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On this page
  • When to use Linear vs Uniform
  • What touchpoints are included in attribution?
  1. Documentation
  2. Reports

Attribution Models

When building an attribution report, you have the below attribution models to choose from. This guide will illustrate all models using the example: Google Ads Touchpoint → Facebook Ads Touchpoint → Google Ads Touchpoint → SDR Touchpoint → Opportunity Created ($10k)

  • First Touch: All value is assigned to the first touch.

    1. Example above:

    2. Google Ads - $10k - 1 opportunity

  • Last Touch: All value is assigned to the last touch.

    1. Example above:

    2. SDR - $10k - 1 opportunity

  • Linear: The total value is divided and distributed equally among all touches.

    1. Example above:

    2. Google Ads - $5k - 0.5 opportunites

    3. Facebook Ads - $2.5k - 0.25 opportunites

    4. SDR - $2.5k - 0.25 opportunites

  • Position-Based: The first and last touches get 40% of the total value each, and the remaining 20% is distributed among the remaining touches.

    1. Example above:

    2. Google Ads - $5k - 0.5 opportunites

    3. SDR - $4k - 0.4 opportunites

    4. Facebook Ads - $1k - 0.1 opportunites

  • Uniform: The total value is assigned to each touch.

    1. Example above:

    2. Google Ads - $10k - 1 opportunity

    3. SDR - $10k - 1 opportunity

    4. Facebook Ads - $10k - 1 opportunity

    5. Note: The total attributed value doesn’t add up to the total actual value when using the Uniform attribution model.

  • Time Decay: The time decay model is another model where the total value attributed doesn’t add up to the total actual value. It is designed to attribute less value to a touchpoint the further away it’s from the conversion action. Specifically, the value halves every 7 days.

  • For fellow nerds, the formula is v×2−i7v×2−7i​ (where vv is total value and ii is days from the conversion action).

  • Note: The total attributed value doesn’t add up to the total actual value when using the Time Decay attribution model.

  • Predictive: HockeyStack’s proprietary machine learning attribution model.

When to use Linear vs Uniform

Linear is a credited attribution model. It’s used to signify a comparison between the level of influence that each touchpoint has on the final conversion action.

Uniform is not a credited attribution model. It’s used to signify that the influence exists, regardless of its level.

Uniform is most commonly used when looking at:

  • Deal amount metrics like ACV, where you need to calculate using the full deal amount, rather than the credited amount.

  • The most popular touchpoints before a certain conversion action.

What touchpoints are included in attribution?

“Qualified touchpoints” depend on the report breakdown you select.

  • If you only select web source-related breakdowns such as Source, Campaign, or UTM medium, only web sources will be included as attribution touchpoints.

  • If you only select page url as the breakdown, only pageviews will be included as attribution touchpoints.

  • If you select any action property as the breakdown, actions that have that action property will be included as attribution touchpoints. Ex: If you select linkedin_campaign_name, the only attribution touchpoints will be linkedin ad impressions/engagements. But if you select action type, since all actions have an action type, everything ever recorded will be attribution touchpoints.

  • If you select a defined property as the breakdown, similar rules to the above apply, based on the mapped properties used in the defined property. However, if the defined property has “Hide values outside mappings” selected, hidden values will not be included as attribution touchpoints.

  • If you select multiple breakdowns, the broadest possible touchpoint range, based on the above rules, will be included as attribution touchpoints.

If using a goal, all “qualified touchpoints” before the first instance of goal in a user/company’s journey within the selected date range are used as touchpoints.

As an example, think of a journey that has a Google Ads visit 3 months ago, a conversion 2 months ago, a Facebook Ads visit yesterday, and a conversion today. If the report date range is This Month, the Facebook Ads visit will be used in attribution, with the conversion today. If the report date range is Last 3 Months, the Google Ads visit will be the only touchpoint used in attribution, with the conversion 2 months ago. The Facebook Ads visit and the conversion today will be disregarded.

If using a sequence, all “qualified touchpoints” before the first instance of the “breakdown” selected sequence step within the selected date range are used as touchpoints.

PreviousTypes of report filters and when to use themNextAttribution Lookback

Last updated 6 months ago

📊
All touchpoints before the first Linkedin Ad Impression.
All touchpoints before the first Deal Created after any LinkedIn Ad Impression.