Attribution: an AI agent that connects closed revenue to the touches that started it
The attribution agent traces each deal back through the touches that led to it: ads, content, events, emails, website visits and sales outreach. It fills gaps in the record where it has proof, such as an event nobody logged or a missing lead source, and reports which channels and programs lead to pipeline and revenue. Marketing and sales get one view they can both accept.
We design every agent around how you sell. This page shows our starting design for this one.
- When it runs
- Every week, and for each deal as it closes.
- Works in
- Your CRM, marketing automation, ad platforms, website analytics and event lists.
- Waits for a person
- None for reports. You sign off any change to how you credit channels.
- How you know it works
- The share of pipeline with a known source, and whether marketing and sales agree on the numbers.
What it does
- Collects every recorded touch on each account and contact, across your tools.
- Fills gaps it can prove, such as matching an event attendee list to contacts with no source.
- Builds the path for each deal, from first touch to close.
- Credits the touches using the model you choose, such as first touch, last touch or a weighted mix.
- Reports pipeline and revenue by channel and program, with the deals behind each number.
What it hands your team
Closed won: Fieldline, $36,000
- First touch
- A LinkedIn ad for the cost calculator, seven months before close.
- Middle
- The routing webinar, two pricing-page visits and a booth conversation at the spring expo.
- Last touch
- A demo request from the pricing page.
- Credit
- Under your weighted model: paid social 30%, events 30%, content 20% and website 20%.
Example output. The companies and people are made up.
Questions about the attribution agent
Which attribution model should we use?
The one your marketing and sales leaders agree on. We suggest starting with a simple weighted model, showing the deals behind it, and adjusting from there.
Can it fix our missing lead sources?
Some of them. It matches contacts to event lists, form fills and website visits where it has proof, and labels the rest as unknown instead of guessing.
How is this different from our CRM's attribution report?
A CRM report credits the touches the CRM recorded. The agent adds touches from your other tools, fills the gaps it can prove and explains each deal's path.
More agents for RevOps and data
- CRM janitorMerges duplicates and fills missing fields every night.
- Stage-gate checkerKeeps required deal fields complete before a stage changes.
- Forecast assistantRolls up the forecast with the risks behind each number.
- Win/loss analystFinds the patterns in why you win and why you lose.
- Sync monitorCatches broken integrations before they corrupt your reports.
What should your team stop doing by hand?
Tell us in a line or two. We'll send a free plan of where agents fit and what to build first, within 5 business days.