Multi-touch Attribution

Go beyond first and last-click and attribute your revenue using multi-touch attribution.
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Give credit where credit's due

Tracking your volume of leads only takes you so far. Marketing attribution is the only way to definitively prove where your leads have come from. Credit each stage of the customer journey so you can get a better idea of the role each plays. 

Multi-touch attribution model types available...


This model type assigns an equal split of credit to every touchpoint a lead has engaged with within their buyer’s journey.

The linear model can help you gauge which channels start, drive and close a buyer's journey. But, when a user could take 30 touchpoints to close, this model type might not be as valuable.

Time decay

Time-based attribution assigns more weight to interactions that happen near the final conversion event.

This attribution model is great for determining which channels regularly drive conversions and which are primarily top-of-funnel channels. Remember, if you have a long sales cycle, then earlier touchpoints that were crucial in getting a user to consider your solution will be given very little credit.

Full path

In this model type, 22.5% of the credit is given to four touchpoints:
First touchpoint
Lead-generation touchpoint
Opportunity-creation touch
Customer close touch

The remaining 10% is then assigned evenly to the rest of the touchpoints in the buyer journey.


U-shaped or Position-based attribution gives 40% of the credit to the first touchpoint and the touchpoint where the user became a qualified lead.

The rest is split between the remaining touchpoints. This attribution model will tell you which marketing channels are best for acquiring an audience and which are best for converting that audience.


This model type gives 30% to the first touchpoint. Another 30% is assigned to the touchpoint where a user becomes a qualified lead.

A final 30% is assigned to the final touchpoint where the lead becomes a customer.

The remaining 10% is assigned evenly to remaining touchpoints.

How can Ruler help you get full visibility of the quality of your leads?

Ruler solves the disconnect between sales and marketing by seamlessly connecting the leads generated by your marketing activity to your sales reporting, and pushes valuable revenue data to the marketing reporting tools you use the most.
Start closing the loop in just a few steps

How multi-touch attribution with Ruler works...

Track website visitors and touchpoints  - Ruler Analytics

Step 1

Track website visitors and touchpoints

Anonymous people visit your website. Ruler allows you to track each visitor across multiple sessions along with marketing variables such as source, channel, campaign and keyword.

Step 2

Match leads to their marketing data

When a user converts into a lead by phone, form or live chat, Ruler will match this new lead to their previous marketing interactions and fire it to your CRM.

Match leads to marketing - Ruler Analytics
Close the Loop Ruler Analytics

Step 3

Close the loop

When your lead converts, Ruler will scrape the revenue data in the CRM and fire it to your preferred marketing analytics tools. It will be attributed to the marketing channels and campaigns that influenced the sale. 

In Ruler, you'll be able to switch between attribution models to find one that works best for you.

Join 1000s of other marketers who just can’t get enough of Ruler Analytics

Marketing professionals from organisations across the world in a wide range of industries are reaping the rewards that Ruler’s marketing attribution solution can provide.
Victoria Foster - Hitsearch
“With the help of Ruler we were able to start tracking the source of calls, and saw that channels such as paid were responsible for 91% of all calls”
Victoria Foster
Dylan Walsh - Circleloop
“Optimisation of campaigns and landing pages since introducing Ruler has seen a 155% year on year increase in conversion rates, with 54% increase in conversions attributed to Google Paid activity.”
Dylan Walsh