Attribution In Channel99 Training

Attribution Models and Types 

• Two main categories/Types: Pipeline vs. Closed Won
• Four attribution types: First Touch, Last Touch, Linear, Influence (Any Touch)
• Note: Closed Won excludes Last Touch (biased by sales activities leading up to close)

Attribution Model Definitions

• Pipeline Influence: Analyzes interaction from influence window start -> opportunity open date
• Closed Won Influence: Analyzes interactions from influence window start -> opportunity close date
• Default influence window: 90 days by default but customizable from 1 day to 1 year in your Settings -> Your Company Page. 

Step 1: Navigate to Attribution Section

• Go to main menu -> Analytics
• Click "Attribution" submenu tab
• Opens Attribution page with all models and controls

Step 2: Use Attribution Controls

• Date Selector: Control view by opportunity open/close dates
• Pipeline/Closed Won selector: Choose attribution type
• Audience selector: Filter opportunities by specific audience (optional)
• Sharing icon: Schedule and send reports

Step 3: Review Top Metrics

• All pipeline generated in reporting period, including total $ value and count
• All closed won opportunity amounts, $ and count of opps.
• Ratio: Opportunities generated vs. closed won as a ratio.
• Win rate: Closed won vs. closed lost opportunities within the time-period as a percentage,
• Average deal cycle: First interaction -> close date (includes pre-opportunity engagement)

Step 4: Timeline Chart

• View when pipeline was created OR closed won
• Changes based on Pipeline/Closed Won selector choice

Step 5: Review Attribution Table

• Vendor view: Cumulative opportunity values by vendor (default).
• Campaign view: Toggle to see by campaigns instead of vendor view.
• Use table filters for more specific analysis
• Click underlined values -> navigate to individual opportunities