Attribution Models Explained

Attribution in Revenue Proven works at the company level, not the individual contact level. When a LinkedIn ad reaches someone at Acme Corp, that engagement is recorded for Acme Corp as a whole. The attribution model you choose determines how much engagement an account needs before Revenue Proven counts it as influenced.

How Threshold-Based Attribution Works

Revenue Proven aggregates every LinkedIn touch for a company across all your campaigns within the lookback window, then applies your chosen threshold. If the company clears the threshold, it counts as influenced. The engine does not credit just the first touch or just the last touch. Every impression, click, and lead for that account is pooled together, and the threshold decides whether the account qualifies.

Awareness

Any single impression qualifies a company as influenced. Awareness is the broadest model and will include the most accounts in your influenced pipeline view. Use it when your goal is to understand total reach and you want to count any account that has seen at least one of your ads.

Engagement (Default)

A company qualifies when it has 50 or more impressions, or at least one click. Engagement is the default model because it filters out incidental single-impression sightings while still capturing accounts that your ads reached repeatedly. It gives a balanced view of accounts your campaigns are actively working on.

Intent

A company qualifies when it has 150 or more impressions, at least 3 clicks, or at least one lead. Intent is the most selective model and surfaces only accounts where LinkedIn ads drove meaningful, repeated engagement. Use it when you want the pipeline and revenue view to reflect only high-quality influence rather than broad reach.

Custom

Define your own impression, click, and lead thresholds, and choose whether the account must meet any one of those thresholds (OR logic) or all of them together (AND logic). Custom is useful when your campaigns have atypical volume, such as very small niche audiences where even 10 impressions signals strong intent.

Choosing the Right Model

You can switch models at any time without re-running a sync. Revenue Proven re-qualifies accounts immediately using the engagement data already stored. A common starting point is Engagement for overall pipeline reporting, then Intent when you need a tighter list for sales prioritisation.

• Awareness: broadest reach, any impression qualifies. Best for top-of-funnel coverage reporting.
• Engagement (default): balanced. Requires 50 or more impressions or at least one click.
• Intent: highest quality. Requires 150 or more impressions, 3 or more clicks, or at least one lead.
• Custom: define your own thresholds and choose OR or AND logic for precise control.

All models respect the lookback window you select. Interactions outside the window are excluded regardless of the model chosen.