Multi-Touch vs First-Touch Attribution
Revenue Proven is multi-touch by design at the company level, aggregating every LinkedIn touch for an account before applying an influence threshold. Here is what that means, how it differs from single-touch approaches used by other tools, and how to tune what counts as influenced.
Many attribution tools ask you to choose between first-touch or last-touch credit rules, where one campaign claims all the credit for an account. Revenue Proven is built differently: it is multi-touch by design at the company level, aggregating every LinkedIn interaction for an account before deciding whether that account qualifies as influenced.
Multi-Touch by Design
When Revenue Proven evaluates an account, it collects every LinkedIn impression, click, and lead for that company across all your campaigns within the lookback window. The total is then measured against the threshold set by your attribution model. No single touch gets all the credit, and no touch is ignored. This reflects how B2B buying committees actually experience marketing: multiple people across multiple campaigns over weeks or months.
How Other Tools Handle This Differently
Some attribution platforms credit only the first campaign that touched an account, known as first-touch. Others credit only the most recent campaign before a deal closed, known as last-touch. Both approaches simplify reporting but misrepresent the buying journey. First-touch overstates early awareness campaigns and ignores every campaign that built on that foundation. Last-touch overstates demand-capture campaigns and dismisses every touch that built consideration over months.
Tuning What Counts as Influenced
Because Revenue Proven pools all touches, you control the threshold that decides when an account is sufficiently influenced to appear in your pipeline view. The four models, Awareness, Engagement, Intent, and Custom, set different bars for impressions, clicks, and leads. Switching models does not re-run a sync. Revenue Proven re-qualifies accounts immediately using the engagement data already stored.
Choosing a Lookback Window
The lookback window controls how far back Revenue Proven looks when collecting LinkedIn touches for each account. Free plans support the 7-day and 30-day windows. Pro plans and above unlock all five windows.
- 7 days: tactical week-over-week reporting
- 30 days: monthly demand-gen attribution
- 60 to 90 days: quarterly campaign performance
- 180 days: full B2B sales cycle attribution for long-cycle accounts (Pro and above)
Related Reading
See "Attribution Models Explained" for full details on each threshold model and "Lookback Windows and B2B Sales Cycles" for window selection guidance.