Concepts

Align.ly Attribution

  • Types of Attribution Models

    Align.ly Attribution supports 5 different types of attribution models. Each of the 5 attribution models can be run for sourced, accelerated, and influenced as well as for account-based or opportunity-based attribution. This means there are over 30 different ways you can calculate attribution!

    First Touch

    • First engagement within a specified time frame (sourced, accelerated, influenced).
    • Given 100% weight

    Example for First Touch Sourced:

    First Touch Attribution

    Last Touch

    • Last engagement within a specified time frame (sourced, accelerated, influenced).
    • Given 100% weight

    Example for Last Touch Sourced:

    Last Touch Attribution

    Equal Weight

    • Each engagement within a specified time frame is given equal weight.

    Example for Equal Weight Sourced:

    Equal Weight Attribution

    U-Shaped

    • More weight is given to first and last touches within a specified time frame.
    • 40% to first touch, 40% to last touch, remaining 20% is distributed equally to all other touches

    Example for U-Shaped Sourced:

    U-Shaped Attribution

    Time Decay

    • Most recent engagement is weighted more than older engagement
    • Rate of decay is configurable

    Example for Time Decay Sourced:

    Time Decay Attribution

    Last Updated: February 27, 2023 at 3:25 PM ET

  • Sourced, Accelerated, and Influenced

    In order to really understand a campaign's impact on the business, it is important to understand sourced, accelerated, and influenced attribution.

    Align.ly Attribution calculates all 5 attribution models against sourced, accelerated, and influenced.

    Sourced Accelerated Influenced

    Sourced

    Sourced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Sourced is to understand which campaigns helped to "source" or create new pipeline.

    Accelerated

    Accelerated will look at all marketing engagement after the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Accelerated is to understand which campaigns helped to "accelerate" or drive Opportunities to close.

    Influenced

    Influenced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of influenced is to understand which campaigns had an "influenced" on an Opportunity spanning across both sourced and accelerated.

    Last Updated: February 27, 2023 at 8:38 PM ET