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Funnel-Based Attribution in Marketing Intelligence
Funnel-Based Attribution in Marketing Intelligence tracks how prospects move through the defined stages of your revenue funnel—such as Email Send → Click → Add to Cart → Order Placed. Unlike Touch-Based Attribution, which evaluates interactions globally, Funnel-Based Attribution is ordered: the sequence of engagement signals matters, and users are tracked through predefined checkpoints in progression.
Use Funnel-Based Attribution to understand which activities accelerate pipeline velocity, align sales and marketing on lifecycle stage transitions, and identify where prospects stall or drop off in the buyer journey.
You can define up to 5 custom funnel stages, tie specific engagement signals and metrics to each stage, and reorder stages at any time while the attribution is in draft status.
How Funnel-Based Attribution Tracks the Customer Journey
Funnel stages and metrics determine which transitions along the buyer journey qualify for attribution and which outcome counts as a successful conversion.
For example, a prospect receives an email, clicks through to a product page, and then completes a purchase. Each of these events maps to a predefined funnel stage—Email Send, Click, and Order Placed. Attribution credit is assigned based on how the prospect progresses through those stages in sequence.
Funnel-Based Attribution only tracks stage transitions when they occur within your configured lookback window, in the defined order, and resulted in a conversion.
- Configure a Funnel-Based Attribution
Configure how conversion credit is distributed across funnel stage transitions to track prospect progression through the buyer journey.
