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Decision attribution is a method of B2B measurement that identifies which touches causally changed a buying group’s decision to move forward, rather than which touches were merely present in the journey. Where multi-touch attribution distributes credit across touchpoints by proximity, decision attribution measures cause, modeling the full decision path across every stakeholder so the result can be defended, not just reported.
Why it exists
Traditional attribution answers “which touches were near the deal?” That question made sense when one buyer moved down a linear funnel. It stopped making sense once Gartner documented what B2B buying actually became: a buying group of six to ten people, looping through their questions mostly on their own, before any vendor is involved. Credit-splitting across that mess rewards whichever touch happened to precede a form fill, usually the last click, and quietly punishes the channels that warmed the whole committee.
Decision attribution replaces the proximity question with a causal one: which touches actually changed the probability that this account advanced?
How it works
A few things separate decision attribution from a credit split. It measures a causal claim, lift against a comparable control rather than a share of touches. It reads the full decision path, every contact on the account and opportunity across marketing, sales, and product signals, not the primary contact alone. And it holds one shared definition, so marketing, sales, and finance read from the same connected data and the number survives the follow-up question.
How RevSure handles it
RevSure builds decision attribution on the Full Funnel Data Graph, the connected layer that resolves every buyer and touch into one structure, and the Intelligence Layer that reasons across it. Because the graph already knows which contacts belong to which account and what each definition means, the system can weight the steps that moved a deal instead of counting the steps that happened to convert. The output is a number a CMO can take to a board: caused, traceable, and read the same way by every team.