Stop guessing where revenue comes from

Last-click gives 100% credit to the final touchpoint. If someone sees your ad on Monday, reads your blog on Wednesday, and signs up via email on Friday, email gets 100% credit.Multi-touch splits credit across all three. Our model typically allocates: 20% to the ad (awareness), 50% to the blog (consideration), 30% to the email (decision). This is more accurate because it reflects the actual customer journey.The business impact: last-click undervalues top-of-funnel work (content, brand awareness) and overvalues bottom-funnel (retargeting, direct). Multi-touch reveals that your content strategy might be 3× more valuable than your paid spend suggests. Budget allocation changes accordingly.

8 days to live. Here's the timeline: Days 1–2, we audit your current data sources and CRM. Days 3–4, we build the data architecture and integrate all sources. Days 5–7, we train the model on historical data and validate outputs. Day 8, dashboards go live. From there, we spend weeks 2–4 refining confidence scores and validating against actual deal outcomes. The model gets smarter every week as it sees more data. By week 12, it's usually 90%+ accurate.

Yes. If you have a data warehouse, we connect to it directly. If you use Segment or mParticle, we pull from those. If you don't have either, we help you decide whether to build one or use a simpler setup. For most B2B companies with revenue <€50M, a simple setup (HubSpot → Google Sheets → Dashboard) works fine. For companies with complex funnels and multiple data sources, a warehouse is worth it. We recommend based on your actual needs, not what's trendy.

Through CRM integration. Every deal in your CRM is tagged with the lead source and first touchpoint. We backfill that into your attribution model so your dashboard knows that "LinkedIn outreach → 15-minute call → closed deal" is a real conversion path. We also use lead scoring and deal probability to weight different stages. A demo is worth more than a form fill because it's closer to closed deal. Your attribution model reflects that. The result: you see not just leads, but qualified opportunities, and which channels deliver them.

We help you build it. Most CRMs don't track deal value by default—you have to configure custom fields. We show your team how to tag every deal with: (1) deal size, (2) stage, (3) probability of close, (4) original lead source. Once those fields are live (usually 2–3 weeks), your attribution model becomes exponentially more powerful. Instead of "30 leads from Google," you see "€2.1M pipeline from Google." That's the difference between a report and a strategy.

Yes, through incrementality testing. We run controlled experiments where we turn off paid campaigns in specific regions/segments and measure impact. If you turn off paid in Seattle and organic/direct traffic doesn't increase, that paid spend is truly incremental (driving new revenue). If turning off paid in Denver causes organic traffic to spike (people search for you instead), some of that paid spend was just shifting existing customers to a different channel. This costs money to run, but it's worth it—incrementality testing often reveals that 40–60% of your paid budget is non-incremental. Redirecting that to truly incremental channels usually increases total revenue 15–30%.

Web events update in real-time (page views, form submissions). CRM data syncs daily at 2 AM (new deals, stage changes). Final reporting refreshes weekly on Friday mornings so your leadership team has the week's numbers. You can also request daily CRM sync if you want same-day visibility to deal-closed events, but that's overkill for most companies. The weekly cadence gives you enough accuracy without dashboard obsession. Pro tip: most executives don't care about daily changes—they care about weekly and monthly trends. Focus on that level of granularity.