Marketing Attribution

Net-new pipeline ($6.9M) attributed to the marketing campaigns that touched each opportunity's contact before it was created. The credit a campaign gets depends entirely on the attribution model — top-of-funnel campaigns look strong under first-touch, closing campaigns under last-touch. Credit conserves exactly: every model re-distributes the same total pipeline (a dbt test enforces it).

How the three models compare (All)

Campaigns that gain credit going from first → last touch are closing the deal; those that lose credit are opening it. A campaign that holds steady across models is influential throughout.

Detail

Models: first-touch (100% to the earliest touch), last-touch (100% to the latest touch before the opp), linear (split evenly across all touches).