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Touchpoints

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Overview

Touchpoints in HockeyStack represent every engagment any user or company has with your brand across marketing and sales. By clearly defining what counts as a touchpoint and how those touchpoints are grouped, you can accurately measure influence and attribute revenue, pipeline, and other KPIs to the efforts that drove them.

Touchpoints in HockeyStack are organized into four core concepts:

  • Touchpoint Types – what counts as a touchpoint

  • Channels – how users are directed to touchpoints

  • Touchpoint Groupings – how you can categorize touchpoints for higher-level analysis

  • Touchpoint Drilldowns – the most granular view of individual touchpoints flowing in

Together, these concepts give you a flexible framework to analyze performance at both a high level and a detailed level across the full buyer journey.

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Touchpoint Types

Touchpoint Types categorize every interaction your organization has with users and define consistent rules for what engagement constitutes a touchpoint.

Examples include:

  • LinkedIn Ads

  • Email campaigns

  • Sales emails

  • Webinars

  • Events

  • Tradeshows

These touchpoint types are used across the whole platform to visualize how customers interact with your company and used in the company view.

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Channels

A Channel is the medium or platform that brings users to your touchpoints. Channels help answer the question: Where did this engagement come from?

Channels can include:

  • Paid Social - LinkedIn Ads

  • Paid Search - Google Ads

  • Paid Social - Youtube Ads

  • Organic Social

  • Email Marketing

Note: You do not need to replicate Touchpoint Types in Channels for attribution. However, to report on touchpoints like Events alongside channels such as Paid Social - LinkedIn Ads in the same report, you can include "event" as a channel for event touchpoint type. This way you can build one report that will show attribution to Paid Social - LinkedIn Ads, Organic Search and events row by row.

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Touchpoint Groupings

Touchpoint Groupings represent broader collections of touchpoints used for higher-level analysis. They allow you to slice performance across larger themes or asset categories.

A common grouping is Website Page Category, which represents the type of destination or creative asset involved in the interaction such as blog posts, landing pages or case studies available on your website.

Groupings can also be created based on other dimensions you’ve defined in HockeyStack, allowing you to roll up performance across Channels or Touchpoint Types.

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Touchpoint Drilldowns

Touchpoint Drilldowns provide the most granular level of detail. They show what specific touchpoints are flowing in under each Touchpoint Type and what underlying values are pulled in.

Common examples include:

  • Website Page

  • UTM Source

  • UTM Medium

  • SFDC Campaign Type

  • SFDC Campaign Name

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How Attribution Works Under the Touchpoints Model

HockeyStack’s Touchpoints attribution model first assigns credit at the touchpoint level, instead of at the channel or campaign level.Therefore, attribution is accurate even when channel or campaign data is missing or incomplete.

Now, channels and campaigns are simply labels added to touchpoints. They help with reporting, but they do not control how attribution is calculated.

This means attribution is consistent, reliable, and does not change as marketing data is updated over time.

To set up your touchpoints, please refer to Configuring Touchpoints

PreviousBuilding an All Touchpoints (Channel) GoalNextConfiguring Touchpoints

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