Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyMulti-touch attribution
Multi-touch attribution that gives every touchpoint its share of the deal.
Every ad click, search visit, email click and page view, recorded first-party and stitched into one journey per person.
- Five models, switchable per report
- Credit calculated on CRM revenue
- Click IDs kept for months
Rated by teams that moved past last click
- Trustpilot4.9 out of 5 on Trustpilot
- G25.0 out of 5 on G2
- Capterra5.0 out of 5 on Capterra
Multi-touch attribution at
One lead, four touches, one deal
Your workspace
Lead journeyOne lead, every touch, credit split under the linear model
TBTom BeckerBuildRightClosed won
Meta AdsClicked the lead gen ad, the first touchDay 1
Google AdsSearched "construction crm", clicked the adDay 5
Google organicSearched the brand name, read the pricing pageDay 12- EmailClicked the case study email, booked a callDay 19
HubSpotDeal moved to Closed won, €9,600Day 41
Deal value, split across four touches€9,600
Last click would have paid the email for all €9,600. Linear gives each of the four touches €2,400.
The definition
What is multi-touch attribution?
In short
Multi-touch attribution is a way of measuring marketing that splits the credit for a conversion across the touchpoints in a buyer's journey, instead of giving 100% of it to the last click. A lead who clicked a Meta ad, came back through Google and booked from an email counts for all three, in the shares the model assigns.
Record every touchpoint first-party
The ad click, the organic visit, the email click and the page view all have to be captured on your own domain, server-side, or the model divides credit across a journey with holes in it.
Keep one identity across sessions and devices
The Monday phone click and the Thursday laptop form have to resolve to the same person, and the click ID has to outlive the cookie, or every return visit starts a new, unattributed journey.
Offer several models on the same journey
First click, last click, linear, position-based and multi-touch answer different questions. The software should switch between them per report without re-collecting anything.
Calculate the credit on CRM revenue
Splitting form fills across channels is not the point. The credit has to be calculated on qualified leads, booked calls and closed-won revenue from the CRM. The marketing attribution software page covers the buying criteria in full.
Why last click misleads
Every ad platform and GA4 report default to one step. That rewards whatever closed, and hides whatever started it.
A B2B buyer touches a brand several times over weeks, on more than one device. Every default report collapses that path to a single step, and the budget follows the report.
- Brand search takes the credit for journeys it never started. The buyer already knew the name from a LinkedIn or Meta ad. The last click was them typing it into Google.
- Each ad platform claims the whole conversion. Meta, Google and LinkedIn each report the same lead as theirs, so the platform totals add up to more leads than the CRM holds.
- Top-of-funnel channels look expensive and get cut. Under last click, the campaign that introduces buyers shows a high cost per lead, loses its budget, and the pipeline thins out a quarter later.
- Cookies expire before the journey ends. Safari and iOS limit the cookie to days, so a return visit in week three arrives as a new visitor with no history.
- Two devices become two strangers. The research on a phone and the form on a laptop are never joined, so every touch before the form vanishes.
- The model runs on form fills, not revenue. Even where multi-touch exists, it usually stops at the conversion event, so the channel that brings unqualified leads looks as good as the one that brings customers.
The picture is not wrong because data is missing. It is wrong because one step is standing in for the whole path.
Watch it
Last click against multi-touch
What changes in the numbers when the campaigns that introduced and nurtured the customer stop being invisible.
39 secondsAll videos
Case studies
What changes once the attribution is right
One measured result per customer, with the person, the role and the company behind it.
SEO agency
€500k MRR reached profitably, scaling an SEO agency on performance marketing
Nikita Yatsun
Managing Director
Read the story
Klickkraft GmbH
Business coaching
€10-20k in monthly Meta spend, tied to qualified leads and revenue per ad
Florian Buck
Managing Director
Read the story
LinkedIn growth agency
2x customer retention, once every LinkedIn touchpoint was tracked to revenue
Marc Richard
CEO
Read the story
Digital publishing
Which article produced the lead and the revenue, across AI and organic search
Andreas Malkow
CEO & Head of PR
Read the story
SEO and GEO agency
Proven ROI on every retainer, from organic and AI search leads through to revenue
Philipp Nessmann
Managing Director
Read the story
Getreach
Backlinks marketplace (SaaS)
Integrations
Every source and every CRM, connected.
The ad platforms and channels a touchpoint can come from, and the CRMs the outcome is read back from. Open any tile for what exactly moves between LeadJourney and that tool.
Ad platforms
Spend, campaign structure and click IDs come in. Closed deals go back out as offline conversions.
- Meta Ads
- Google Ads
LinkedIn Ads
Microsoft Bing Ads
TikTok AdsSoon
Pinterest AdsSoon
Reddit AdsSoon
X AdsSoon
ChatGPT AdsSoon
AI search engines
The traffic your analytics still files under direct. No setup, the tracking script separates it.
CRM and sales
Lead stage and deal value flow in. Every campaign sees the revenue it actually produced.
- HubSpot
Salesforce
Pipedrive
Attio
Close
GoHighLevel
ActiveCampaign
Odoo
Patch Retention
Podium
monday.comSoon
What the software does
Everything multi-touch attribution needs, from the first touch to the closed deal.
Every touchpoint captured
Paid clicks, organic and AI search visits, email clicks, social referrals and page views are recorded first-party on your own subdomain, so the journey has no holes where a pixel was blocked. See customer journey tracking.
One identity per person
Sessions, devices and domains are stitched into a single journey, and the click ID is kept for months, so a deal that closes in the second quarter still credits the ad from the first.
Five models, switchable per report
First click, last click, linear, position-based and multi-touch, all on the same recorded journeys. Change the model in any report and the credit is recalculated. Nothing has to be re-tracked.
Credit calculated on CRM outcomes
Qualified leads, booked calls and closed-won revenue come from HubSpot, Pipedrive, Close and Attio natively, and from Salesforce and 100+ others by webhook, so the split is on deals, not on form fills.
Channel roles, not just channel totals
The traffic channel report shows which channels start journeys, which assist and which close, so a channel with a poor last-click cost per lead is judged by what it actually contributes.
Outcomes sent back to the ad platforms
Qualified leads and closed deals go back to Meta, Google Ads, LinkedIn and Microsoft Ads through their conversion APIs, so the bidding learns from buyers rather than from last-click form fills.
Why the model is the easy part
Any tool can divide a deal by four. The hard part is having all four touches to divide it across.
A multi-touch model is arithmetic. What decides whether the result means anything is the journey it runs on: whether the first click survived the cookie, whether the phone and the laptop were joined, and whether the thing being split is a closed deal or a form. LeadJourney spends its effort on the recording and lets the model be a setting.
The reports
What the same journeys look like under each model.
Your workspace
Attribution by modelShare of closed-won revenue, last 90 days
€412kClosed-won revenue
47Deals in the period
1 clickTo switch the model
ChannelLast clickMulti-touch
LinkedIn Ads8%26%Meta Ads14%22%Google organic17%20%Email24%17%
Google Ads (brand)37%15%Brand search closed 37% of the revenue and started almost none of it. Same €412k, split by who did the work.
Attribution by model
Five channels, two models, one set of deals.
The same 90 days of closed deals, credited under last click and under multi-touch. Brand search and email shrink, the LinkedIn and Meta campaigns that opened the journeys appear, and the total does not change, because the deals did not.
- Switch the model per report; the journeys are not re-collected
- Credit is a share of closed-won revenue, not of form fills
- First click, linear and position-based on the same table
- Set the attribution window per report; click IDs are kept for months either way
Your workspace
Traffic channel reportSpend, journeys started, multi-touch revenue, last 90 days
ChannelSpendStartedRevenue
LinkedIn Ads€18.6k31%€107.1kMeta Ads€22.4k27%€90.6kGoogle organic€2.9k24%€82.4kEmail€1.4k3%€70.0k
Google Ads (brand)€6.1k4%€61.8kMulti-touch revenue on €51.4k spend€412k
Brand search started 4% of the journeys and closed 37% of them. The other 11% of journeys start on referrals, social and AI search.
Traffic channel report
Which channels start journeys, which assist, which close.
Every channel with its spend, the journeys it opened and the revenue credited under the model you chose. A channel that starts a lot and closes little stops looking like waste.
- Paid, organic, AI search, email and social in one table
- Journeys started, assisted and closed per channel
- Cost per lead and ROAS on the credited revenue
- Drill from channel to campaign, ad and keyword
Your workspace
Which channel started the most deals we closed this quarter, and what does last click say?
You
Closed-won deals, Q3, first touch against last click
- LinkedIn Ads
- 31% started, 8% last click
- Meta Ads
- 27% started, 14% last click
- Google organic
- 24% started, 17% last click
- Google Ads (brand)
- 4% started, 37% last click
47 closed-won deals, €412k. Brand search closed the most and opened the fewest.
- Show the same under position-based
- Which LinkedIn campaign opened those deals?
Ask Atlas
Ask which channel started the deals, in plain words.
Atlas answers attribution questions from the same journeys, in Slack or in the app. Ask what LinkedIn would be credited under linear instead of last click, and the answer comes with the deals behind it.
- Any model, any window, any channel, asked in a sentence
- Answers name the leads and deals behind the figures
- Works in Slack, in the app and through the MCP server
- The same journeys the reports run on, no export
Live in 21 minutes
Multi-touch attribution set up in three steps
No data warehouse, no modelling project, no engineering ticket.
- 1About 5 minutes
Install
Add one script to your site on your own tracking subdomain. From that moment every ad click, search visit, email click and page view is recorded first-party and tied to one person.
- 2About 15 minutes
Connect
Connect the ad accounts for spend and your CRM for the outcomes. Native for HubSpot, Pipedrive, Close and Attio, a webhook for Salesforce and the rest. Every deal stage becomes an outcome the journey can be credited on.
- 3Same day
Pick the model
Choose which CRM stages count as conversions and which model each report uses: first click for the awareness review, multi-touch for the budget meeting, last click when the platform team wants its own view. Change it later without losing anything.
How it compares
Last click, asking the lead, and multi-touch attribution on the recorded journey.
| What you need |  Last-click (ad platforms, GA4) | Self-reported attribution | LeadJourney multi-touch |
|---|---|---|---|
| Credit for the touches before the last one | No: 100% to the last click | Partly: Whatever the lead remembers and types | Yes: Split across every recorded touch |
| Attribution models | No: Last click, or one platform's own data-driven model | No: One answer per lead, no model | Yes: First, last, linear, position-based, multi-touch, per report |
| Journeys longer than the cookie | Partly: 7 days on Safari and iOS, then a new visitor | Partly: Depends on memory weeks later | Yes: Click IDs kept for months, one identity |
| Phone research, laptop form | No: Two strangers | Partly: One answer, no path | Yes: Stitched into one journey |
| Calculated on CRM revenue | No: Platform conversions and form fills | Partly: A form field, not a deal | Yes: Qualified leads, booked calls and closed-won amounts |
| Channels in one view | No: Each platform reports itself | Partly: As many as the dropdown lists | Yes: Paid, organic, AI search, email, social and calls |
What changes
What teams do differently once every touch is credited.
Top-of-funnel channels keep their budget
The LinkedIn or Meta campaign that opens journeys stops looking like the expensive one, because its share of closed revenue is finally visible.
Spend on last-click mirages
Brand search and retargeting are credited for what they close, not for everything that happened to pass through them last.
Closed revenue per euro
Budget moves to the channels that start and carry deals, so the same spend produces more customers rather than more form fills.
Long sales cycles attribute
A deal that closes four months after the first click still credits that click, because the identity outlives the cookie.
One version of the truth
Marketing, sales and the platform teams read the same journeys under the model they need, instead of three reports that disagree.
An answer to "which channel started this?"
For any lead or deal, the whole path is on the record, and the credit split is a report setting rather than an argument.
Original reviews
What our customers wrote, word for word
4.9 out of 5 across 11 public reviews. Quoted as they were left, shortened only by dropping whole sentences.
- 5 out of 5 starsGoogle
“Before LeadJourney, we had no reliable tracking concept for our five-figure ad spend. We were manually building spreadsheet and CRM reports, inaccurate and time-consuming. Within two days, everything was set up. For the first time, I know exactly what I pay per lead and which campaigns actually bring in the best-qualified prospects.”
Florian BuckCEO, Klickkraft GmbH “With LeadJourney we are able to track all our leads and connect them with sales and attribution data to make better decisions. In the first month of using it we scaled from 0 to 100k revenue from paid ads only.”
GetreachBacklinks Marketplace (SaaS)- 5 out of 5 starsG2
“LeadJourney finally fixed my Marketing Analytics. It goes way beyond basic Ad Tracking Software. The Customer Journey Report saves hours of digging, and capturing everything from Offline Conversions to AI Search Tracking makes it the Best B2B Attribution Platform available.”
Sascha LenzMarketing Manager
- 5 out of 5 starsTrustpilot
“Connected LeadJourney for 2 clients, setup took literally 20 minutes each. The data became more accurate, the reports actually make sense. Now clients look at the dashboard and the 'why don't the numbers match?' questions are gone.”
Alexander SamarPerformance Marketing Agency - 5 out of 5 starsGoogle
“With LeadJourney, we have finally found a tool that provides us with the data we need to scale our performance marketing campaigns. The most important KPI is no longer lead price but cost per qualified lead.”
Steffen SiesingCEO, Bilanzmanufaktur GmbH
- 5 out of 5 starsG2
“The ability to track both online and offline conversions in one unified dashboard has given us insights we never had before. Our ROI has improved dramatically since we started integrating LeadJourney with our CRM. We're finally able to see the full customer journey, and it's been a game changer for our strategy.”
Andre WitzelFounder, Trading.de - 5 out of 5 starsTrustpilot
“The ability to seamlessly integrate data from multiple channels and see real-time insights has significantly improved our campaign results. We now focus on metrics that truly matter, like ROI and qualified leads.”
Nikita YatsunCEO, RLV Media GmbH
Read the reviews where they were left
Common questions
Multi-touch attribution, the questions buyers ask
What marketing teams want to know before they replace last click as the way they read the numbers.
What is the difference between multi-touch and last-click attribution?
Last click gives 100% of a conversion to the final touchpoint before the form, so the channels that introduced and nurtured the buyer get nothing. Multi-touch attribution splits that credit across the touchpoints in the journey, in the shares the model assigns. On the same deals, last click makes brand search and retargeting look like the winners; multi-touch shows what started them. The glossary entry walks through the models one by one.
Which attribution models does LeadJourney offer?
First click, last click, linear, position-based and multi-touch. Because every journey is stored in full, the model is a setting on the report rather than a property of the data: switch it and the credit is recalculated on the same touchpoints, so you can read the awareness question and the closing question from one dataset.
Which model should a lead gen team use?
Start by reading two next to each other. First click tells you which channels open journeys, last click which ones close them, and the gap between the two is where budget is usually misallocated. For the budget decision itself most teams settle on position-based or multi-touch, because both credit the opener and the closer without ignoring the middle. The B2B guide goes through the choice in detail.
How does it track touchpoints across sessions and devices?
Every touch is recorded first-party on your own subdomain and tied to a persistent identity, and the click IDs are kept for months rather than the days a Safari cookie lasts. When the same person fills a form on another device, the identity is resolved and the earlier touches attach to it. A lead who clicked a Meta ad on Monday, came back organically on Wednesday and converted through a Google ad on Friday counts for all three.
Is the credit calculated on revenue or on form fills?
On CRM outcomes. HubSpot, Pipedrive, Close and Attio connect natively, Salesforce and 100+ others by webhook, Zapier, Make or n8n, and every stage you choose (qualified lead, booked call, closed won) becomes an outcome the journey is credited on. A channel that produces cheap, unqualified form fills therefore stops looking good under any model.
How long a journey can it attribute?
From days to months. Click IDs and the identity behind them are kept well beyond the cookie, which is the difference for high-ticket and B2B teams where the first click and the signed contract can be a quarter apart. See long sales cycle attribution for how that plays out.
Does it replace the attribution in Google Ads, Meta or GA4?
It sits beside them. The platforms keep reporting their own conversions from their own pixels, and GA4 keeps its own model. LeadJourney records the journey across all of them, credits it on the CRM outcome, and sends the qualified leads and closed deals back through the conversion APIs, so the platforms optimise on better signals even while their own reports stay last-click.
Is first-party multi-touch tracking GDPR compliant?
Tracking is first-party and consent-aware, and it works with your consent management platform. The data is hosted in the EU, in Frankfurt, and a data processing agreement is part of every plan. The GDPR page lists the controls in detail.
See it on your own journeys
See what your last-click report is crediting to the wrong channel.
Book a demo and we open your recent closed deals live: every touch on the way in, under last click and under multi-touch, side by side.
Your workspace
Same month, two modelsClosed revenue credited per channel
ChannelLast clickMulti-touch
Google Ads€176.9k€96.1kLinkedIn Ads€61.0k€128.4kOrganic search€28.7k€41.2k
Email€23.4k€24.3k
Same €290.0k. Last click hands the opening channel's credit to the closing one.
