Overview
Recently, we worked with a growing B2B SaaS company that needed better visibility into what was driving their pipeline and revenue. The issue? Their attribution relied on HubSpot’s native tracking, which lacked visibility into offline sources, event performance, and key conversion points across the funnel.
MTRevOps designed and implemented a multi-layer attribution system across contacts, leads, and deals, all within HubSpot! This allowed the team to accurately track where leads were coming from, what actions were driving conversions, and how those interactions translated into revenue. The best part? This scalable framework now enables the team to connect actions to outcomes, preserve critical data at each stage, and see what is actually driving revenue and deal creation. Take a look.
The Challenge
Like many growing companies, this team had a familiar problem. They were generating leads but really had no real visibility into why or how those leads were coming in.
At a high level, three major gaps were holding them back:
1. Unreliable Attribution Data
They were relying on HubSpot’s native attribution, which fell short especially for offline sources. Events, imports, and other non-digital touchpoints were largely bucketed into vague “offline” categories. Offline sources tend to be a common problem among HubSpot users. For this team it left them without a clear understanding of what was actually driving pipeline.
2. No Visibility Into Event Performance
Events were a major investment for their business and a key lead source but there was no clean way to track:
Their workaround? A single custom property for event tracking which resulted in messy, incomplete data that couldn’t support real decision-making.
3. No Attribution Across the Funnel
Even when leads converted, there was no visibility into:
Why a contact became an MQL
What triggered a lead to be created
What drove deal creation
This resulted in no way to connect actions to conversions and revenue.
3. Net-New Referral Validation
Not all referrals qualify for incentives. To ensure accuracy, the workflow automatically checked whether the referred contact already existed inside of HubSpot.
If the contact was new:
If the contact already existed:
This prevented duplicates while maintaining transparency.
The Starting Point
So we implemented a multi-layer attribution system designed to track the full buyer journey without sacrificing data or flexibility, or adding in additional software.
Instead of relying on a single attribution point, we built a system across:
This created a connected attribution model from first touch to closed won.
We established two key layers:
This was fully customized to their business (not generic), capturing:
We also layered in traffic data, ensuring nothing was lost.
For companies using the lead object, this is where a lot of attribution breaks.
We solved that by tracking:
We ensured that nothing was overwritten. If a contact re-engaged later, both touchpoints were preserved.
At the deal stage, we captured:
This tied revenue directly back to the actions and sources that influenced it.
We know that not every funnel is linear so we accounted for that.
Whether a contact:
The system still worked. No breaks. No data loss.
Once the data foundation was in place, we enabled reporting that answered:
This turned attribution from data collection into decision-making.
With full-funnel attribution in place, the team could finally:
Not all events were equal. They uncovered which events:
This resulted in the opportunity for reallocated budget toward high-impact events.
They could now clearly see:
Optimizing marketing and sales efforts around what actually works was now a reality.
No more frustrating team meetings where the phrase “we think this is working.” would come up.
Now they had:
Their team could now make smarter decisions that were backed by real data.
Attribution isn’t about giving credit to marketing or sales, it’s about answering one critical question:
“What is actually driving revenue and where should we invest more?”
By building a structured, flexible attribution system across contacts, leads, and deals, this team turned a major blind spot into a strategic advantage.
With the foundation in place, the system is designed to evolve:
Because the goal isn’t just better data it’s better decisions at every stage of growth.
If this is something your company also struggles with, we’re happy to discuss implementing it for you and your goals!