)
Written by
Table of Contents
“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Marketing attribution gets complex when you’re running campaigns across multiple channels, events, and touchpoints. HubSpot’s native attribution has limitations, but you can build comprehensive multi-touch attribution that tracks the complete customer journey.
Here’s how to consolidate attribution data from all your marketing channels into unified reports that show true campaign impact and ROI.
Build unified attribution reporting using Coefficient
Coefficient excels at consolidating marketing attribution by combining HubSpot contact data with Google Analytics, ad platform data, and other marketing tools. You can create custom attribution models using spreadsheet formulas and track both online and offline touchpoints in one comprehensive view.
How to make it work
Step 1. Import multi-source attribution data.
Import HubSpot contacts with all UTM parameters, source data, and conversion events. Add columns for each marketing touchpoint including email campaigns, paid ads, content interactions, and offline events like webinars or trade shows.
Step 2. Build custom attribution models.
Create attribution formulas for different models: first-touch, last-touch, linear, time-decay, or custom position-based. Use formulas like =SUMIF(TouchpointChannel,”Paid Search”,ConversionValue*0.4) to distribute conversion credit based on your business model and sales cycle.
Step 3. Create cross-channel journey maps.
Build pivot tables that show complete paths to conversion by channel, campaign, and content type. Include ROI calculations by incorporating spend data for true cost per attributed conversion. This reveals which channel combinations drive the highest value customers.
Step 4. Set up automated attribution reporting.
Schedule daily refreshes to capture current performance across all channels. Create cohort analyses to track how attribution changes over time and build incrementality tests to compare attributed versus baseline conversions for optimization insights.
Optimize spend with complete attribution visibility
This unified approach typically reduces cost per acquisition by 20-35% through better channel optimization and budget allocation. You get actionable insights for marketing decisions without the complexity of rigid attribution tools. Start building your attribution dashboard today.
