Understanding Awareness vs. Intent
Learn how RevenueProven distinguishes top-of-funnel awareness from bottom-of-funnel intent signals.
Why Two Models?
B2B buying journeys are long and complex. A single attribution model can't capture the full picture. RevenueProven uses two complementary models: Awareness (which campaigns are putting your brand in front of target accounts?) and Intent (which campaigns are driving accounts that actually enter your pipeline?). Together, they tell the complete story.
Awareness Attribution
Awareness attribution measures reach and engagement at the account level. When a company's employees view, click, or engage with your LinkedIn ads, that company gets an awareness score. This model answers: "Are we reaching the right accounts?" High awareness scores on accounts that aren't yet in your CRM signal greenfield opportunity.
Intent Attribution
Intent attribution connects the dots between LinkedIn engagement and CRM pipeline activity. It tracks which engaged accounts subsequently created opportunities, advanced pipeline stages, or closed deals within your lookback window. This model answers: "Are our ads influencing real revenue?"
How They Work Together
A campaign might score high on Awareness but low on Intent — meaning it's great at reaching accounts but those accounts aren't converting. Conversely, high Intent with low Awareness might indicate organic pipeline that happened to overlap with light ad exposure. The most valuable campaigns score high on both.
Configuring Your Models
Navigate to Settings → Attribution Models to adjust how each model weights different engagement types. By default, clicks receive higher intent weight than impressions, and engagement recency is factored using a time-decay curve. You can customize these weights to match your sales cycle.
Reading the Dashboard
On the Attribution dashboard, toggle between Awareness and Intent views using the model selector. Each view reshuffles the company rankings and recalculates influenced pipeline based on the selected model. Export either view as CSV for sharing with your leadership team.