Reporting Configuration

This document outlines various reporting configuration options that affect how attribution is calculated and presented in your reports. These settings allow you to tailor your attribution model to fit

attributeEachTouchpointSeparately

• Default Behavior (OFF): The attribution model considers only the first goal completion date and its associated prior touchpoints.

Example:

A user completes a “Purchase” goal on January 1st and again on January 5th. Attribution by default will only consider the touchpoints leading up to the January 1st goal, while touchpoints associated with the January 5th goal are ignored.

• Enabled (ON): The attribution model includes all goal completion dates and their respective prior touchpoints.

Example:

In the same scenario, attribution includes touchpoints leading up to both the January 1st and January 5th goals, providing a more comprehensive view of how touchpoints contribute to successive completions.

Why is this useful?

When enabled, this setting ensures all meaningful touchpoints are attributed to multiple goal completions, such as repeat purchases or recurring engagement. This is especially important for businesses with long-term customer interactions or multiple milestones (e.g., SaaS subscriptions or recurring purchases). If disabled, only the first goal completion and its touchpoints are used, which may overlook the impact of subsequent interactions.

attributeEachTouchpointSeparatelyOnlyOnce

This setting controls how similar goal actions on the same date are attributed.

• Enabled (ON): Attributes only the first satisfying goal action per date, avoiding over-attribution.

• Disabled (OFF - Default): Attributes all satisfying goal actions on a given date, which can result in inflated metrics.

Scenario:

With attributeEachTouchpointSeparately ON, if a user clicks on several LinkedIn and Google ads and submits a contact form multiple times in one day:

• With this setting OFF, the report will show each form submission as a separate goal completion, with making the day look overly busy.

• With this setting ON, the report will combine these actions into one summary for the day while still counting all the ads and form submissions in the attribution.

add24HourBufferToAttributionDate

This setting ensures touchpoints that occur shortly after the goal completion date are still attributed, addressing scenarios where timing discrepancies might otherwise exclude valid interactions.

• Enabled (ON): Adds a 24-hour buffer to the attribution goal date, treating it as if it extends into the next day.

• Disabled (OFF - Default): No buffer is applied, and touchpoints after the goal completion date are excluded.

Scenario:

Imagine a deal is created on January 1st, and the user has a website session on January 2nd.

• With this setting OFF, the website session would not be attributed to the deal because it occurred after the creation date.

• With this setting ON, the 24-hour buffer allows the session to still be attributed to the deal, recognizing it as part of the user journey leading to the conversion.

takeAllRevenueActions

This setting controls how revenue is attributed when multiple revenue-generating actions occur for the same deal.

• Enabled (ON): Includes the total revenue from all actions tied to the deal.

• Disabled (OFF - Default): Includes only the revenue from the first revenue action tied to the deal.

Scenario:

Imagine a deal generates revenue in multiple stages—for example, an initial purchase and then an upsell or add-on purchase.

• With this setting OFF, only the revenue from the initial purchase is attributed.

• With this setting ON, the total revenue from both the initial purchase and the upsell is attributed, giving a more complete picture of the deal’s value.

useOpportunityContactRoleInAttribution

This setting determines whether only contacts explicitly tied to a deal (via their opportunity contact role) are included in attribution.

• Enabled (ON): Only touchpoints from contacts assigned a role in the deal are attributed.

• Disabled (OFF - Default): All user touchpoints leading up to the deal are attributed, regardless of their role.

Scenario:

If a deal involves a primary decision-maker and other team members interacting with your content:

• With this setting OFF, touchpoints from all users (e.g., decision-makers and general employees) are attributed to the deal.

• With this setting ON, only the touchpoints from users explicitly assigned a role in the deal are attributed, ensuring a more focused view.

usePrimaryOpportunityContactRoleInAttribution

This setting refines attribution further by focusing solely on the primary contact role for a deal.

• Enabled (ON): Only touchpoints from the primary contact assigned to the deal are attributed.

• Disabled (OFF): Behavior depends on the useOpportunityContactRoleInAttribution setting—either all roles or no role-specific filtering is applied.

Scenario:

If a deal has multiple contacts (e.g., a manager and team members):

• With this setting ON, touchpoints from the primary decision-maker (e.g., the manager) are attributed.

• With this setting OFF, touchpoints from all assigned roles may be included, depending on the broader configuration.

includeCompanyLevelActionsInAttribution

This setting determines whether company-level actions (not tied to specific users) are included in attribution.

• Enabled (ON): Includes company-level actions in attribution (e.g., company-wide email campaigns or organizational-level engagement).

• Disabled (OFF - Default): Excludes company-level actions, focusing solely on individual user touchpoints.

Scenario:

If a B2B company sends a marketing email to the entire organization and a deal is later created:

• With this setting ON, the email is attributed to the deal as a touchpoint, providing insight into how organizational-level actions influenced the outcome.

• With this setting OFF, only individual user actions (e.g., website visits or form submissions) are attributed.