How’s your handle on the differences between funnel metrics and multi-touch attribution? We see a lot of confused marketers confidently referring to one when they actually mean the other, and we think it’s high time to set the record straight.

In this episode of The Revenue Growth Architects, we’re quickly (in around 10 minutes) demystifying the confusion around funnel metrics and multi-touch attribution by discussing five key differences. These include how funnel metrics and MT attribution are measured, what they’re best at, the biases each introduces into your data, and how difficult each is to track and analyze. Tune into this episode to finally (and completely) understand the differences between funnel metrics and multi-touch attribution.  

Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com.

Key Takeaways:

- Funnel metrics and multitouch attribution are often confused but serve different purposes.

- Funnel metrics are crucial for measuring demand capture. By tracking the performance of leads through various stages of the sales funnel, you gain valuable insights to identify bottlenecks and enhance operational efficiencies.

- Multi-touch attribution measures demand conversion. Understanding how it reveals the influence of different touch points in the customer journey enables you to evaluate the effectiveness of individual channel types or campaigns.

- Funnel metrics are essential for fine-tuning your sales process, while multi-touch attribution provides critical insights to optimize your marketing efforts.

Jump into the conversation:

[04:23] Funnel metrics measure demand capture and conversion.

[10:19] Data automation tools capture buyer journey touchpoints.

[13:25] Attribution data can't optimize buying stages.