If marketing and sales don’t agree on what’s working, growth stalls. The root cause is almost always the same: touchpoints and outcomes live in different systems.
Web behavior sits in Google Analytics 4, organic demand sits in Google Search Console, nurture sits in Adobe Marketo, and pipeline truth sits in HubSpot. You can’t align teams if you can’t connect those dots.
The “sales trust” test
Attribution is “trusted” when it can answer these without debate:
- Which pages and topics create sales-qualified pipeline?
- Which channels create winnable pipeline (higher win rate, higher ACV, shorter cycle)?
- What changed this month—what’s the real driver, not the vanity metric?
The 3 reports that end most arguments
1. Content → Pipeline
This report shows landing pages and topics ranked by influenced pipeline and win rate, revealing which content actually drives qualified opportunities rather than just traffic.
2. Lifecycle Funnel Health
This report tracks the MQL to SQL to Opportunity to Won conversion funnel, showing drop-offs at each stage and velocity through the pipeline, helping you identify bottlenecks in your sales process.
3. Channel ROI (business outcome)
This report goes beyond traffic or leads to show pipeline and wins by channel and cohort, revealing which channels drive actual business outcomes rather than just top-of-funnel activity.
Why DIY attribution becomes fragile
Attribution isn’t a one-time build. It changes as tracking changes:
Identity resolution evolves as tracking methods shift between cookie IDs, emails, and CRM contact IDs due to changing privacy regulations. Event names drift over time and funnels get redefined as your business evolves. Backfills become necessary to keep comparisons fair when definitions change, requiring constant maintenance.
Our managed data platform keeps ingestion reliable and models stable so you can iterate on attribution without constantly rebuilding dashboards.
A pragmatic rollout
Start simple (one-touch + lifecycle alignment), then expand to multi-touch once the basics are trustworthy. The goal isn’t “perfect attribution”—it’s decision-grade attribution.