Skip to main content
All CollectionsLearn about InfiniGrow
Which attribution models does InfiniGrow support and how do they differ?
Which attribution models does InfiniGrow support and how do they differ?

A look at InfiniGrow's supported attribution models and the characteristics of each model.

Dan Carmel avatar
Written by Dan Carmel
Updated over a week ago

InfiniGrow supports single touch, multi-touch, and the proprietary Full Journey attribution models. We will describe the supported models below, but visit our attribution model article if you want to learn more about each model.

Single-touch attribution models (not recommended)

  • First-Touch Attribution Model

    • The First Touch model gives full conversion credit to the first touchpoint during the customer journey.

  • Last-Touch Attribution Model

    • The Last-Touch attribution model gives full conversion credit to the last touchpoint during the customer journey

  • First CRM Touchpoint

    The First CRM Touchpoint attribution model is a single-touch model that gives full conversion credit to the first touchpoint that was captured on your CRM (AKA, the CRM lead source).

Multi-touch attribution models

  • Linear Attribution Model

    • The Linear attribution model assigns equal credit to every touchpoint along the customer journey.

  • Time Decay Attribution Model

    Time Decay credits more recent touchpoints in a customer’s journey with greater impact than touchpoints that occurred in the past.

Full Journey (recommended)

The Full Journey attribution model uses proprietary algorithms that adjust the credit of each touchpoint based on a combination of factors that commonly reflect the B2B customer journey.

In simple terms, here are the main factors that influence the weight a touchpoint receives:

  • The amount of touchpoints and contacts on a user journey, and between every transition

  • The “location” of a touchpoint on the user journey (transition time-decay) - the model would credit transitions that were closer to a funnel transition than touchpoints that have a long time interval between them and a funnel transition - to account for how impactful a given touchpoint was in driving the funnel transition.

  • Introducer touchpoint weighting - the model will give extra credit to the first touchpoint, as without it, there would be no other touchpoints.

  • The dominance of a contact on a deal (the model credits touchpoints of contacts who’ve been associated with the deal, either manually or through InfiniGrow's Opp Enrichment, to avoid crediting contacts that did not influence the deal directly

The above is a data-driven model that, after significant trial and error, most accurately reflects the influence each touchpoint had on a transition in most cases.

  • Unlike the “rule of thumb” models, it does not have a set formula for how much credit to assign to each touchpoint. Instead, the credit attributed to the channels in a customer’s journey is dynamic

If you would like more information on our attribution models, you can read the full blog post here.

Did this answer your question?