HubSpot Custom Attribution Systems

HubSpot offers default attribution modelling. They offer first touch and last touch attribution modelling and a number of different types of conversion information. Often, the model is lost in the property history. HubSpot constantly overwrites a series of default fields that record this information rather than allowing you to build a model that reflects those important moments to your business. Maybe the most important moments for your business are the first time that you engage directly with a lead, or the last interaction before you send a quote. There are so many more touchpoints that matter to your business. Losing them in HubSpot’s property history means that you can’t learn from them. 

We ensure that you have all the information relevant to those key touchpoints recorded rather than being lost. Since HubSpot is not as good at recording non-click-based or email-based activity, we build systems to attribute interactions that HubSpot might not be able to measure. We ensure that you use HubSpot’s varied manner of recording meetings, phone calls, emails and other touchpoints in order to create a varied reporting system that allows you to attribute different kinds of touchpoints. With our help, key moments are recorded as individual data points rather than being lost in the property history. 

Once we’ve decided on your key touchpoints, we ensure that you are automating as much of the tracking as possible. Your attribution system should never add weight to your overall usage of your CRM nor should your CRM attribution system create a substantial increased lift for your team. It should just work. We can achieve this by building automations and coding custom HubSpot automations that ensure your data is transferred seamlessly without your sales and marketing teams having to do a whole bunch of manual entry. 

You have insights that are buried in text fields that come from your customers, whether that’s from emails, form fills or insights that are derived from sales calls. Extracting that can be a huge lift on your marketing and sales teams and to reduce that, you can use workflows. We automate data movement between key properties and build workflows that seamlessly transfer data and populate records. Get insights delivered with minimal effort and segment audiences without constant clicking. We ensure that there are many data points for your contacts so that they can be categorized into personas, behavioural segments and action-based segments. We then use that information to better attribute the impact of your marketing campaigns so you know whether they are really delivering the audience that you want. Let us build you artificially intelligent workflows that populate new data sets and offer actionable insights. 

HubSpot only allows you to trigger on certain things when you create a workflow. A good example of this is you cannot trigger a workflow on the creation of engagements like phone calls and meetings. The way to get around this is with a custom webhook and automation development. We know that HubSpot’s workflows are powerful but they have their limits. When you hit those limits come to us and we can help you get around them by building systems that will accommodate your needs. We’ll help you accomplish what you need to get done and transfer your data seamlessly as well as build your custom attribution system. 

You want to report on the key activities that are getting you the results you want. But HubSpot’s first and last touch system doesn’t encompass the complexity of your sales lifecycle. We can help.