Attribution Modeling
When every touchpoint counts, guessing isn’t good enough.
Marcel Digital’s Attribution Modeling solutions give you the visibility you need to make confident decisions about where to invest and what to adjust. We help you move past simple reports and get a clear picture of how your marketing efforts truly work together to drive results.
At Marcel Digital, we help organizations move past last-click thinking. Our Attribution Modeling Solutions are built to show the full picture - how every channel, campaign, and touchpoint contributes to leads, pipeline, and revenue. With the right attribution model in place, your team can make smarter decisions, defend your marketing budget, and double down on what works.
Why Attribution Modeling Matters
Attribution modeling helps you answer the questions that matter most:
Which channels are actually generating revenue?
What role does each campaign play in the customer journey?
Are we investing in the right places - or wasting budget?
Most marketing reports only tell part of the story.
We help you connect the dots so your strategy is based on facts, not assumptions.
The Problems We Solve
Many marketing teams struggle to understand what’s truly influencing conversions. Last-click reports only credit the final interaction, ignoring the awareness campaigns, retargeting ads, emails, and content that helped move someone through the journey. Attribution modeling fills in those gaps by showing how each touchpoint contributes to the final result.
If your reports are inconsistent or siloed, we solve that by integrating data from GA4, HubSpot, Salesforce, and your ad platforms into a single, accurate view. No more juggling conflicting numbers across platforms - just clear, consistent reporting your team can rely on.
For teams under pressure to prove ROI, we build attribution frameworks that help justify your spend. You’ll see exactly which campaigns and channels drive outcomes, so you can reallocate budget based on real performance - not assumptions.
And when it's hard to tie marketing to revenue, we help connect attribution models directly to your sales data. That means full visibility from the first click to closed deal - giving your team a shared, trustworthy source of truth to guide planning and decision-making.
Our Approach
We don’t just build reports - we build understanding. Our team works with yours to choose the right attribution model, set up accurate tracking, and present the data in a way that supports decision-making across your team.
Model Selection
First-touch, linear, time-decay, position-based, or data-driven - we help you choose what’s right for your goals.
Platform Integration
We connect your web, ad, and CRM platforms for consistent, reliable reporting.
Customization
Every business is different. We configure attribution logic around your sales cycle, not generic templates.
Actionable Dashboards
Clear, visual reporting that helps your team prioritize and plan.
Built for Teams That Want Clarity
Whether you're reporting to leadership, reallocating budget, or aligning with sales, attribution modeling gives you the clarity to act decisively. Marcel Digital makes it easy to implement, easy to understand, and easy to use.
Frequently Asked Questions
Standard reports often give all credit to one touchpoint, usually the last. Attribution modeling spreads credit across multiple interactions to show how different channels and campaigns contribute to results.
We work with you to choose the best model based on your sales cycle, customer journey, and campaign structure. That could be linear, time-decay, position-based, or something fully customized.
Yes. We start with a data audit to clean and unify your tracking, then configure your reporting around accurate, trustworthy inputs.
Most likely, yes. We integrate attribution with GA4, Google Ads, HubSpot, Salesforce, and other tools your team already uses.
Absolutely. We offer continuous monitoring, optimization, and updates to dashboards and reports as your campaigns, tools, or business needs evolve.
Hear From Our Happy Partners
We've been with Marcel Digital for over 14 years and they have helped us grow our organic traffic by leaps and bounds. This year our organic traffic was up by over 19% and continues to grow. I would highly recommend them as SEO strategists and Google Analytics consultants.
Michael Vedders
Director of Marketing, Bethel University
Marcel Digital is simply the best Digital Marketing agency. We hired them years ago, and I can't say enough amazing things about their dedication to the field, to my team, and their phenomenal leadership team. Top-notch professionals all around.
Kim Rafalowitz
Dir. of Global Marketing, Worldpoint
I went with Marcel Digital over a larger - and much higher priced - competitor and it's one of the best decisions I've made. Marcel Digital are lovely people to deal with, extremely knowledgeable and approachable and willing to take the time to examine possible solutions that differ from how they would normally proceed. I value the partnership with their company and am planning on having our company be a client of theirs for years to come. Can't recommend them enough.
Michael Duquet
Director, Web Strategy, Absolute Software
Having a partnership with Marcel Digital has been a lifesaver for our business. We could not be happier with their work ethic, attention to detail, and superior expertise. I highly recommend them if you are looking for a talented, and trustworthy partner!
Diane Locher
Director of Sales and Marketing, Precision Medical
We have been using Marcel Digital for the past few years. We attribute our growth to the staff at Marcel and have embraced them as part of our company. Their insight and attention to detail have been indispensable. They take a personal approach to our products and processes and see our success as their own. We highly recommend Marcel!
Rob Dunbar
Marketing Manager, Lightmart