Align.ly Attribution supports 5 different types of attribution models. Each of the 5 attribution models can be run for sourced, accelerated, and influenced as well as for account-based or opportunity-based attribution. This means there are over 30 different ways you can calculate attribution!

First Touch

• First engagement within a specified time frame (sourced, accelerated, influenced).
• Given 100% weight

Example for First Touch Sourced:

Last Touch

• Last engagement within a specified time frame (sourced, accelerated, influenced).
• Given 100% weight

Example for Last Touch Sourced:

Equal Weight

• Each engagement within a specified time frame is given equal weight.

Example for Equal Weight Sourced:

U-Shaped

• More weight is given to first and last touches within a specified time frame.
• 40% to first touch, 40% to last touch, remaining 20% is distributed equally to all other touches

Example for U-Shaped Sourced:

Time Decay

• Most recent engagement is weighted more than older engagement
• Rate of decay is configurable

Example for Time Decay Sourced:

In order to really understand a campaign's impact on the business, it is important to understand sourced, accelerated, and influenced attribution.

Align.ly Attribution calculates all 5 attribution models against sourced, accelerated, and influenced.

Sourced

Sourced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Sourced is to understand which campaigns helped to "source" or create new pipeline.

Accelerated

Accelerated will look at all marketing engagement after the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Accelerated is to understand which campaigns helped to "accelerate" or drive Opportunities to close.

Influenced

Influenced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of influenced is to understand which campaigns had an "influenced" on an Opportunity spanning across both sourced and accelerated.