RevSure does attribution throughout the entire funnel. From Visitor to Closed - Won. The impact of marketing activities are accurately mapped to each funnel movement. The "Booking Value" metrics reflects closed won deals.

Attribution Models

Comprehensive Campaign Attribution and Influence Analysis

RevSure enables you to analyze the influence of marketing programs throughout the opportunity lifecycle, from open to close (win/lost).

Using the Demand Generation Effectiveness (DGE) module, you can view stage-to-stage attribution, including influence and other attribution methods. This provides visibility into the impact of campaigns across various pipeline stages and how they drive opportunities forward.
In addition, RevSure supports attribution analysis for all channels and activities, from high-touch channels like content syndication to low-touch ones like events. These insights are readily accessible in the Demand Generation Effectiveness View.

Watch here.

Attribution by Product & Region

RevSure captures touchpoints and attributes across multiple channels (online and offline) and at multiple levels—lead, account, and opportunity. Here’s how our Multi-Touch Attribution models work:

‍Touchpoints and Attributes: RevSure tracks attributes like lead region, opportunity region, and opportunity product.‍
Product-Level Data: By default, we ingest product-level CRM data, including Product Name, Family, and Code, and make it available as dashboard dimensions.‍
Custom Dimensions:‍
- Region and GTM-related attributes can be ingested from custom CRM attributes (if available).
- Alternatively, they can be created as custom dimensions using rules defined within RevSure.
Flexibility: Attribution can be performed across any ingested dimension or attribute.

The images below highlight snapshots of attribution by region and product, showcasing the flexibility and depth of RevSure’s models.

Attribution by Region

Attribution by Product

Multi-channel Campaign Attribution

If customers have a dimension for Parent Campaign, Campaign Theme, or Objective in their campaign hierarchy or campaign object, RevSure can ingest and include it in attribution models.
Business Mapping & Custom Dimension capabilities allow customers to add campaign dimensions to support this use case.
Our Customer Success team collaborates closely with customers to ensure effective setup and configuration for seamless integration.

Campaign Influence on Stage-to-Stage Movements

RevSure offers the capability to track marketing campaign influence on stage-to-stage movements using AI-driven Markov chain models in the Funnel Conversion Attribution module. This feature helps you understand how marketing campaigns drive opportunities through the sales funnel, from one stage to the next.

Example 1 : Campaign Type

Example 2 : Individual Campaigns

Attribute Opportunity Sourcing Between Marketing, BDR, and AE

RevSure integrates campaign and activity data across the entire go-to-market (GTM) motion—marketing, SDR/BDR, and AE. For example, Outreach sequences are imported as campaigns, allowing you to measure the effectiveness of SDR/BDR efforts.
RevSure identifies campaigns and activities tied to these GTM motions and performs attribution based on the sequence of touches for each lead, account, and opportunity. This allows us to determine the first touch and the original source of opportunities, differentiating between Marketing, SDR/BDR, and AE.
If you have existing “Source” dimensions/attributes for Opportunities, we can also incorporate them into the attribution process.

Attribution of Offline Activities

RevSure captures offline marketing activities such as conferences and tradeshows by ingesting campaign and campaign member data directly from CRM systems like Salesforce. These touchpoints are mapped to leads and opportunities to enrich attribution models. Additionally, users can upload CSV files to track campaign costs and calculate ROI, ensuring complete visibility into offline channel performance.

Attribution Models Supported

RevSure supports a variety of out-of-the-box and custom attribution models, including:

First-touch attribution
Last-touch attribution
Multi-touch attribution (Linear, U-shaped, W-shaped, J-shaped, Inverse J-shaped, Influenced, and AI-Markov Chain models)

RevSure can attribute both open and closed opportunities to marketing campaigns from different ad platforms. Depending on your preference, attribution can be:

Primary contact-based
All contacts-based
Account-based

For detailed information on attribution methods supported by RevSure, refer to our documentation on Attribution Methods in RevSure. We also support Marketing Mix Modeling.

Custom Attribution Models

RevSure can ingest or implement any custom attribution methodologies that you may have in Salesforce (SFDC) or other systems.

If you have custom attribution fields on the Opportunity object or a specific attribution process, we can expose them as custom attribution models within the RevSure platform.
Refer to: Attribution Methods in RevSure