Data sources
Attribution
Marketing attribution software, from first click to closed revenue
First-touch, last-touch, linear, time-decay, and custom attribution models on a single first-party dataset. See exactly which channels, campaigns, and content pieces drive customers, not just clicks.
Free 7-day trial. No credit card required.
Used by 750+ marketing teams, agencies, and SaaS companies
Attribution stack
Everything you need to attribute revenue, end to end
Multi-touch attribution on one first-party dataset, from the first ad click to closed-won revenue in your CRM, with every model a click away.
Attribution models
Switch first-touch, last-touch, and multi-touch in a click.
Channel ROI
ROAS and CAC by channel, across every model.
Conversion paths
See every touch from first click to closed deal.
Closed revenue
Tied to closed-won deals in your CRM and warehouse.
Why single-touch fails
Single-touch attribution distorts every budget decision
First-click and last-click hide everything in between. Multi-touch gives you the full picture.
Single-touch (most tools)
100% credit to one click. Everything else, ignored.
- LinkedIn drives the lead but Google's brand search gets the credit at close.
- Top-of-funnel content looks worthless even when it's the reason buyers showed up.
- Marketing and sales argue over which channel "really" closed the deal.
- Budget moves to the channel that grabs last-click, killing channels that fed it.
Multi-touch with SourceLoop
Credit distributed across every touch that contributed.
- LinkedIn, blog content, and Google brand search each get their fair share.
- Top-of-funnel content shows real influence in U-shaped and W-shaped models.
- Switch models in one click to see the same campaign through different lenses.
- Budget reflects the channels that move pipeline, not just the ones that touch last.
Channel attribution
See which channels actually drive revenue
Multi-touch attribution rolled up by channel, paid social, search, organic, email, direct, across every model on the same first-party dataset.
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Revenue by channel
Paid social, search, organic, email, and direct.
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ROAS and CAC by channel
True return and cost per acquisition, side by side.
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Across every model
First-touch, last-touch, and multi-touch on one dataset.
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Down to campaign and ad
Drill from channel to campaign, ad set, and keyword.
Content attribution
See which content actually closes deals
Tie blog posts, landing pages, comparison pages, and pricing pages to closed revenue. See which content draws pipeline, not just traffic.
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Pipeline by page
Blog posts, landing pages, and comparison pages.
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Revenue, not just traffic
See which content draws buyers who actually close.
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Assisted and closing touches
Credit content for influence, not just last click.
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Top of funnel to bottom
Map content to each stage of the buyer journey.
Conversion paths
Trace every conversion path, end to end
From first ad click to closed deal, see the exact path every customer took, with every touchpoint, every channel, and every campaign in between.
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Full multi-touch paths
Every touch from first click to closed deal.
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Paths by segment
Compare new-business vs expansion journeys.
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Time to convert
Sales-cycle length and touches needed to close.
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Top converting paths
Rank the journeys that produce the most revenue.
How it works
Three steps from raw clicks to channel-level revenue
Snippet, OAuth, answers. No data engineer required.
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<script src="https://cdn.sourceloop.ai/sl.js" defer></script>
01Install the snippet, connect sources
One script tag, plus OAuth into your CRM, ad platforms, and billing tool. Done in 15 minutes.
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02We model every journey
Visits, conversions, opportunities, and closed revenue stitched together. Every model runs on the same dataset.
- $
Last 30 days
- Google Ads $48.2K
- LinkedIn $32.4K
- Organic $19.8K
03ROAS and CAC, on demand
Switch models, slice by campaign or content, export to Slack, your warehouse, or back to your ad accounts.
Attribution models
Every model. One dataset. Switch in a click.
Compare first-touch, last-touch, and multi-touch on the same campaign side by side.
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First-touch
100% credit to the channel that first introduced the customer.
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Last-touch
100% credit to the channel right before the conversion.
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Linear
Credit split evenly across every touchpoint in the journey.
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Time-decay
Recent touchpoints get more credit than older ones.
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U-shaped (40/20/40)
First and last touch get 40% each, middle touches share 20%.
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W-shaped (30/30/40)
First, lead-conversion, and opportunity touches each get 30%.
FAQ
Multi-touch attribution, FAQ
What is marketing attribution software?
Marketing attribution software is a category of analytics tool that connects every marketing touchpoint (ad clicks, organic visits, content reads, form fills, demo bookings) to the leads, customers, and revenue they produce. SourceLoop is marketing attribution software built around a first-party dataset, every visit gets stitched to a person, every person to a deal, and every deal to revenue, so you can see exactly which channels, campaigns, and content pieces moved pipeline.
What's the difference between first-touch, last-touch, and multi-touch attribution?
First-touch gives 100% of the credit to the very first channel a customer interacted with. Last-touch gives 100% to the channel right before they converted. Multi-touch (linear, time-decay, U-shaped, W-shaped) splits credit across every touch in between. SourceLoop runs all of them on the same first-party dataset, so you can compare side-by-side instead of arguing.
Which attribution model should I use?
There's no single right answer. Most B2B teams start with first-touch and last-touch to bookend the journey, then layer in linear or U-shaped for nuance. Ecommerce teams often prefer time-decay because purchases are quicker. The point of having all models on one dataset is that you can pick the one that matches the question you're answering, not the one your last vendor locked you into.
How is this different from Google Analytics attribution?
GA4 only sees what visitors do on your website, in 90-day windows, with cookie-based identifiers that break across browsers. SourceLoop ties every visit to a person, persists data beyond 90 days, captures conversions from forms / chat / meetings / payments, and rolls up to closed revenue from your CRM and billing tool. That's three categories of data GA4 doesn't have.
How is this different from enterprise attribution platforms?
Tools like Bizible, Dreamdata, or HockeyStack do the same job at $30k–$200k/year with multi-quarter rollouts. SourceLoop ships the same multi-touch attribution, person-level identity, and CRM/ad-platform sync at a fraction of the cost, with a setup measured in hours.
Can I attribute deals back to the original ad even months later?
Yes. We persist the visitor's first-touch, every campaign, and every click ID in a first-party cookie that survives across sessions and devices wherever browser-storage rules allow. When a deal closes six months after the original LinkedIn click, the click is still attached.
Does this handle dark social, organic search, and direct visits?
Yes. When UTMs are missing, we attribute using referrer data, landing-page heuristics, and known dark-social patterns (long-form posts, slack/email links, app referrals). Direct traffic gets enriched with prior-session signals so you don't end up with 60% of revenue showing as 'Direct'.
Does this work with HubSpot, Salesforce, and our ad accounts?
Yes. Native two-way sync with HubSpot, Salesforce, Pipedrive, Close, ActiveCampaign, and others. Ad-platform OAuth into Google Ads, Meta Ads, LinkedIn Ads, and Microsoft Ads pulls spend in and pushes attributed conversions out.
Paid Social
