Old vs New Touchpoint Setup

Existing customers are required to complete migration to the new touchpoint setup by 03/31/2026 to maintain optimization for future updates.

Old vs New Touchpoint Setup

When migrating to the new Touchpoints system, you may notice differences in how attribution is calculated across reports. This guide explains what changed, why it changed, and how to explain the differences to teammates when questions come up.

The two primary differences are:

1. How Website Touchpoints are counted

2. How Touchpoint Types are used in attribution

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Website Touchpoints

How Website Touchpoints Worked Previously

Historically, website touchpoints were centered around the Action Type: Start-Session.

You could identify these touchpoints by navigating to one of the core UTM-based properties (e.g. UTM Source, UTM Medium, UTM Campaign). These properties were populated at the session level and typically looked like this:

While simple, this approach introduced several limitations.

Limitations of the Old Model

Channels and Assets Were Disconnected

Because Website Page was built on the enter-page action—but attribution relied on start-session—it was impossible to create reports that connected Assets + Channels.

For example, answering the question:

“Which assets and channels drove MQLs this quarter?”

was not possible in a single report using the old setup.

All Sessions Were Weighted Equally

A session with a single page view was credited the same as a session with 15 page views. This made it difficult to accurately reflect true engagement.

How Website Touchpoints Work Now

In the new Touchpoints system, each individual enter-page action is attributed as its own touchpoint.

This means:

• Every meaningful page entry is counted

• Asset and channel data stay connected

• Engagement depth is better represented

This is now the default behavior of the Touchpoints builder.

ℹ️ Important Because website touchpoints are now based on enter-page instead of start-session, attribution reports created with the old Channel model will not match 1:1 with reports built using the new Touchpoints system.

While the difference is subtle, it will impact reporting and should be considered when referencing existing reports.

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Attribution modelling

The second major change is how attribution scope is determined behind the scenes.

How Attribution Worked Previously

In the old model, only the properties explicitly included in a report were used to calculate attribution.

Example

Imagine a simple MQL report attributed to:

• Channel

• Campaign

Attribution was calculated only within the scope of those two properties.

This approach was straightforward—but it had an important edge case.

The Problem

If you removed Channel and attributed only to Campaign, attribution scope was reduced to Campaign alone:

Why This Was an Issue

Consider the following scenario:

• 1 MQL

• 4 touchpoints:

  • Event

  • Organic Search

  • Organic Social

  • Paid Search – Google

With Channel + Campaign (Linear Attribution)

Each touchpoint receives 25% of the credit, which is expected:

With Campaign Only (Linear Attribution)

Organic touchpoints do not have associated campaigns. As a result:

• Organic Search and Organic Social are excluded

• Paid Search – Google and Events each receive 50% of the credit

This led to over-attribution toward touchpoints that happened to include Campaign data.

This was an easy report to configure—and an easy way to produce misleading results.

How Attribution Works Now

In the new Touchpoints system, Touchpoint Types always define attribution scope.

As long as a Touchpoint Type is:

• Defined in Touchpoints

• Enabled for attribution

It will be included in attribution regardless of which properties appear in the report.

Result

Revisiting the same example:

• Event

• Organic Search

• Organic Social

• Paid Search – Google

Even if your report only includes Campaign, attribution is still calculated across all four touchpoint types, assuming they are enabled.

This makes it impossible to accidentally exclude valid touchpoints and ensures attribution remains consistent, accurate, and intentional.

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Summary

Area	Old Behavior	New Behavior
Website Touchpoints	Session-based (start-session)	Page-entry-based (enter-page)
Attribution Scope	Limited to selected properties	Always based on Touchpoint Types
Reporting Risk	Easy to misconfigure	Guardrails by default

The new Touchpoints system is designed to produce more accurate attribution, better asset-level insight, and safer reporting defaults—even when reports are configured incorrectly.