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Funnel-Based Attribution in Marketing Intelligence
Funnel-based attribution in Marketing Intelligence tracks how prospects progress through defined stages of a conversion funnel, such as Email Send → Click → Add to Cart → Order Placed. Funnel-Based Attribution evaluates engagement signals in a defined sequence, so the order in which prospects reach the stages matters.
Use funnel-based attribution to understand which activities contribute to funnel progression, evaluate transitions between lifecycle stages, and identify where prospects stall or leave the buyer journey.
You can define up to four custom funnel stages and reorder them while the attribution is in draft status. Each stage uses a signal that contains only CampaignName, Channel, and one more metric representing the amount for that stage. The additional stage metric must be unique across all signals in the attribution.
How Funnel-Based Attribution Tracks the Customer Journey
Funnel stages, signals, and metrics determine which transitions in the buyer journey qualify for attribution and which outcome counts as a conversion.
For example, a prospect receives an email, clicks through to a product page, and completes a purchase. Each event maps to a defined funnel stage: Email Send, Click, and Order Placed. The selected attribution models distribute conversion credit based on how the prospect progresses through the stages in sequence.
Funnel-Based Attribution tracks stage transitions only when they occur within the configured lookback window, occur in the defined order, and result in a conversion.
- Configure a Funnel-Based Attribution
Configure funnel-based attribution to distribute conversion credit across funnel stage transitions and track how prospects progress through the buyer journey.
