The Deep Funnel Attribution page answers typical attribution questions, such as:
“Where did my revenue last year come from?”
“Who has contributed to the pipeline that we created last quarter?”
“Which channels that I source leads contribute the most to leakage?” and so on
It also compares the contributions of different attribution models for the selected funnel stages.
Top-level Filters
At the top of the page, you have many filters to choose from, which affect the rest of the page below them. These are explained below.
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Filters
This option allows you to filter the data on which the rest of the analysis will be performed.
Created Period
This is related to the timestamp value of the lead/opportunity. Select the period in which you want the leads/opportunities should have been created. You can select a variety of predefined periods, such as ‘Previous 365 days’, ‘This year’, ‘This Quarter’, etc., or a custom date range.
Created Stage
Here you can select the stages of the funnel that you want to consider for the analysis and compare the attribution for.
Attribution Models
You can select from a list of various attribution models — offered out of the box — to compare. You can also request that us RevSure team add a custom attribution mode. In the image below, the “SFDC Attribution” option is a custom attribution model, while all others are offered out of the box.
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Opp Attribution
You can use this dropdown to choose who gets the credit for the opportunity. The options are:
Primary Contact: It is the lead who is marked as “Primary Contact” for an opportunity.
All Contacts: This credits all the leads associated with an opportunity.
Account: This credits the accounts related to an opportunity.
Consider Only the First Movement
It may sometimes happen that a lead/opportunity may not always flow forward through a funnel. Sometimes they regress first and then move forward again. In such cases, you can choose to perform the analysis while considering only the first forward movement or all the forward movements. You can select from one of the two options:
True: For a lead/opportunity, consider only the first forward movement between the stages of the funnel.
False: For a lead/opportunity, consider all forward movements between the stages of the funnel.
Attribution Section
There are two tabs based on what you want to analyse:
Generation Attribution: This is for leads, pipeline, and revenue generated
Leakage Attribution: This is for leads and pipelines that leaked from the funnel
Generation Attribution
Generation Attribution lets you compare the pipeline, lead, and booking generation of different attribution models.
Select which dimension you want the attribution to be based on — Campaign, Channel, Source, etc.
Choose if you would like to see Volume or Value (in $)
Split the funnel by a dimension. For example, Region breakdown, Inbound vs Outbound, New vs Upsell, etc.
Choose the sorting order of the bars (ascending or descending)
Select how many entities you would like to compare — Top 3, Top 5, Top 10, Top 20, or All
There are two options for the type of comparison:
Compare Attribution Methods
Compare Stages
Use the radio button to pick one of these.
In the ‘Compare Attribution’ view, you will see a comparison of attribution models at each stage.
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In the ‘Compare Stages’ view, you will see a comparison of stages by attribution models.
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You can also switch to the table view by clicking on the table icon on the top left. The table view shows the same data in the table format and allows you to export the table into a CSV via email.
Leakage Attribution
The Leakage attribution contains the same components as the Generation Attribution. The features available in Generation Attribution are also available in Leakage Attribution.
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The leakage attribution tab lets you compare the lead and opportunity leakages of different attribution models (instead of generation). It helps answer crucial questions such as “Which Channel is contributing to the most leaked leads?” and “Where did my lost opportunities come from?”.