pipeline-attribution-multi-touch
Installation
SKILL.md
Pipeline Attribution - Multi-Touch
Multi-touch attribution assigns pipeline and revenue credit across every touchpoint that influenced a deal. No single touch creates a deal. The prospect read a blog post, clicked a LinkedIn ad, attended a webinar, received a cold email, and then booked a demo. Attribution answers: which of those touches actually mattered?
The honest answer: no attribution model is perfectly accurate. Every model is a simplification. The goal isn't truth. The goal is a consistent, defensible framework that helps you invest more in what works and less in what doesn't.
The 5 Standard Models
| Model | How it distributes credit | Best for | Worst for |
|---|---|---|---|
| First-touch | 100% to the first interaction | Measuring top-of-funnel awareness channels | Understanding what closes deals |
| Last-touch | 100% to the last interaction before opp creation | Measuring bottom-of-funnel conversion | Understanding what creates awareness |
| Linear | Equal credit to every touchpoint | Simple, fair starting point | Distinguishing high-impact from low-impact touches |
| U-shape | 40% first touch, 40% opp creation touch, 20% split across middle | Valuing both awareness and conversion | Recognizing mid-funnel nurture impact |
| W-shape | 30% first touch, 30% lead creation, 30% opp creation, 10% rest | Full-funnel visibility | Simplicity. Requires 3 milestone definitions |