Revenue Attribution
Enterprise tier. Credits revenue to marketing touches. Models: first-touch, last-touch, linear, U-shaped, W-shaped.
Contact-Create Attribution
Credits the first touch that created the contact. Pro tier. Useful even when full revenue attribution isn’t available.
Multi-Touch Credit
U-shaped and W-shaped give credit to key touches (first, last, middle). Closer to marketing reality than single-touch models.
Limitations
Only tracks HubSpot-observed touches. Dark social, word of mouth, offline interactions invisible. Don’t treat HubSpot attribution as the whole picture.
Using It
Attribution informs budget allocation. Low-attribution channels that marketers defend deserve scrutiny. High-attribution channels deserve investment.