Most B2B teams report a conversion rate that is wrong, usually because it counts the wrong things or misses the touches that actually moved the deal. We build attribution that traces the real path to a sale across every channel, including channel partner influence, so you finally know which activity earns its budget and which is quietly riding on the rest.
This is the kind of clarity that sat behind HMS Networks reaching 391% search market share growth and 3,000 sales opportunities in 90 days. Knowing what truly converts is what let spend follow what worked. The attribution model runs on infrastructure you own, so the logic and the data stay with you rather than living inside a vendor platform.
We build the attribution model into infrastructure you already pay for, with logic you can see and challenge. You own the model, the rules and the data. There is no attribution platform charging you each year to explain your own conversions, and no opaque vendor algorithm you cannot audit. When the build is done, the model is yours.
Attribution is only honest if it sees the whole path. We build on the single model from marketing data integration, so every touch across CRM, ad accounts, analytics and partner feeds is in scope. Partial data produces flattering attribution, and flattering attribution wastes budget.
Stage-by-stage conversion measurement, multi touch attribution models tuned to your sales cycle, channel partner influence tracking and clear reporting on what each channel genuinely contributes. We agree the attribution logic with you openly rather than hiding it inside a proprietary score.
No attribution model is perfect, and we will not pretend otherwise. We build a model that is materially better than last-click and fully transparent, so you understand its assumptions and can adjust them. That honesty is worth more than a confident number you cannot question.
You get a defensible answer to the question every CFO asks: which activity actually drives pipeline. Budget conversations stop being about opinion and start being about contribution you can show.
You get an attribution model you can see inside, not a vendor black box. The logic is yours to inspect, test and refine, so analysis is grounded in rules your team agreed rather than a score nobody can explain.
True conversion rates at each stage show exactly where deals stall. That tells you where to fix routing, follow-up or qualification rather than guessing which part of the funnel is leaking.
Partner influence finally shows up in the numbers. You can see where distributors and channel partners genuinely move deals forward, so partner investment is judged on contribution rather than assumption.
If your conversion rate has never quite been trusted and your channel mix is decided by gut feel, attribution you own will replace both with evidence.
Attribution reads from the model built by marketing data integration and surfaces through unified marketing dashboards. It is the layer that turns a tidy data model into decisions about money.
With AI data systems in place, the model can flag when conversion patterns shift unexpectedly, so you catch a failing channel or a broken form before it costs a quarter of pipeline.
This is the work that tells you where to stop spending. Attribution you own pays for itself the first time it lets you cut a channel that was only ever taking credit for other people's results.
You can finally answer the conversion question without a caveat. One model, transparent rules, numbers you can defend when someone senior pushes back.
Long, multi-touch buying cycles make last-click attribution actively misleading. We model the full path, across direct and distributor touches, so the early-stage activity that really starts deals gets the credit it deserves.
In channel and distribution models, like the work we do with Arrow ECS, deals pass through partners whose influence is invisible to internal reporting. We bring partner touches into the attribution model so channel contribution is measured, not assumed.
Most agencies report last-click because it is easy and it flatters paid media. We build proper multi touch attribution in code, openly, so the model reflects how your deals actually close rather than what makes the agency's channels look good.
Enterprise attribution platforms charge you every year and hide their logic inside a proprietary score you cannot audit. We build a transparent model you own, on infrastructure you already pay for, with no licence treadmill and no black box.
The attribution rules, the logic and the data all stay with you. Own your conversion intelligence and own the system behind it. Nothing important sits inside a vendor platform you would lose if you stopped paying the annual fee.
The model runs on your infrastructure with UK and EU data residency where you need it, so customer data does not leave your control to be scored elsewhere. You decide access and retention, not a third-party platform.
You review the model, approve where the data sits and keep control of access. There is no external platform ingesting your customer journey data to produce a number you cannot inspect.
If the unified model exists, an attribution build is usually live within five to eight weeks. We start with true conversion rates, which deliver value quickly, then layer in multi touch attribution and partner influence.
Across the UK, US and Europe, channel mix and partner roles differ by market. We build attribution that respects those differences while still rolling up to a consistent group view of what converts.
If a large share of your pipeline runs through partners, attribution that ignores them is misleading. We make partner influence first-class in the model, so channel investment is judged on real contribution.
Knowing what truly converted is part of how HMS Networks reached 391% search market share growth and 3,000 sales opportunities in 90 days. Spend followed evidence, not opinion.
Attribution pays off when budgets are meaningful and the path to a sale is long or multi-channel. These are the teams it helps most.
Marketing directors who need a defensible answer to which activity drives pipeline.
Finance and budget owners who want to stop funding channels that only ever take credit.
RevOps and analytics leads who need true stage conversion rates to find where deals stall.
Channel and distribution businesses who need partner influence measured rather than assumed.
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Weeks 1 to 2
Conversion mapping. We map your real funnel stages, agree how a conversion is counted at each one, and define the attribution question you most need answered.
Agreed funnel stages and conversion definitions, signed off before any modelling.
Weeks 2 to 4
True conversion build. We measure honest stage-by-stage conversion rates on the unified model, so the basics are right before attribution layers on top.
Trustworthy conversion rates, owned by you, replacing the vanity ratios.
Weeks 4 to 7
Multi touch attribution. We build and tune the attribution model to your sales cycle and bring channel partner influence into scope.
A transparent attribution model showing what each channel and partner truly contributes.
Weeks 7 to 8
Handover. We document the logic and train your team to question, adjust and extend the model.
Full ownership in your hands, with optional support if you want it.
Tell us how you currently judge what converts and where you suspect the numbers mislead you. We will tell you what honest attribution would show.
We run attribution work in three stages. Diagnostic: we map the funnel and agree conversion definitions. Build: we construct true conversion rates and a transparent attribution model in infrastructure you own. Embedded: we hand over, train your team and offer ongoing support only if you want it.
Pricing is itemised line by line so your finance team sees what each part of the model costs. There is no opaque contingency block and no annual attribution licence hidden in the figure. You build a model you keep. Enterprise grade thinking without the enterprise overhead.
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Knowing what truly converted is part of how HMS Networks delivered 391% search market share growth and 3,000 sales opportunities in 90 days. Evidence, not opinion, decided where spend went.
If you suspect your conversion rate flatters one channel at the expense of the truth, a short call will tell you whether honest attribution would change your budget decisions.
Tell us where you think your attribution misleads you and we will come back with a clear, costed plan for a model you own.
Do we own the attribution model or rent it from a vendor?
You own it. The attribution rules, the logic and the data all sit on infrastructure you already operate. There is no enterprise attribution licence charging you each year, and no proprietary score you cannot audit. When the build is done, the model is yours to inspect, adjust and extend. You are investing in a model you keep, not renting a number you would lose if you stopped paying.
How is this different from a last-click report in our analytics tool?
Last-click credits the final touch and ignores everything that came before, which flatters bottom-of-funnel channels and hides what actually starts deals. We build multi touch attribution across the whole path, including channel partner influence, so credit reflects how your deals really close rather than what happened to be last.
Can you really measure channel partner performance?
Yes, where partner data is available. We bring distributor and partner touches into the model so their influence on deals becomes visible, which matters for channel and distribution businesses like the work we do with Arrow ECS. It moves partner investment from assumption to measured contribution.
Is multi touch attribution ever perfectly accurate?
No model is perfect, and we will not pretend otherwise. What we build is materially better than last-click and fully transparent, so you can see its assumptions and adjust them. An honest model you can question is worth more than a confident number you cannot.
How long does an attribution build take?
If the unified data model already exists, a build is usually live within five to eight weeks. We start with true stage conversion rates, which deliver value quickly, then layer in multi touch attribution and channel partner influence on top.
Still weighing it up? Talk to the team that would build your attribution model.
