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Glossary

Marketing Attribution — how HubSpot does it and what you need

Attribution is how you give credit to the marketing touchpoints that contributed to a closed-won deal. HubSpot has native attribution reports; integrating with paid sources and product analytics fills the gaps.

Marketing attribution answers 'which marketing touchpoints contributed to this revenue?' HubSpot exposes attribution reports (Marketing Hub Pro+) covering first-touch, last-touch, and multi-touch models.

On this page

• Attribution models explained
• What HubSpot's native attribution covers
• Integrating paid sources
• Integrating product events
• Partner referral attribution
• When attribution reporting becomes pointless

Related industries

SaaSFintechB2B Agencies

Related integrations

HubSpot + StripeHubSpot + Salesforce

Related glossary

Lifecycle StagesLead ScoringRevOps (Revenue Operations)

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FAQ

• Do we need Marketing Hub Enterprise for attribution?
  No — Marketing Hub Pro includes the standard attribution reports. Enterprise adds Custom Attribution Models.
• Should we trust HubSpot's attribution or our paid platforms'?
  Neither in isolation. Paid platforms over-attribute themselves. HubSpot under-attributes paid. Cross-reference both.
• What about dark social / word-of-mouth?
  Untrackable by definition. Best practice: 'How did you hear about us?' field on demo/signup forms.