Performance vs. Revenue attribution: A guide on when to use what

In this video our CMO Steffen Hedebrandt will give you a quick 2 min insight about the key difference between the performance and revenue analytics reports.

SUMMARY OF THE DIFFERENCES BETWEEN REVENUE ATTRIBUTION AND PERFORMANCE

REVENUE ATTRIBUTION

PERFORMANCE

WHY

Report on the origins of leads, opportunities and deals. Accountability in reporting and planning. 

Keywords: accountability, reporting, planning

Optimise GTM initiatives. Compare the efficiency of campaigns, channels, content etc.

Keywords optimisation, experimentation

WHAT

Find all activities and events associated with a business outcome

Find all business outcomes associated with an activity or category of user events

EXAMPLE QUESTIONS

  • Who or what was responsible for the leads, opps, deals in the period?
  • How big was the impact of paid marketing on the deals we won last quarter?
  • Compare the effects of activity 1 and 2 that we did in Jan 2022
  • What were the results of campaign X that we ran in first quarter this year?

TIME PERSPECTIVE

Looking backward from revenue

Looking forward from GTM activity/user events - “cohorted funnel”

MAIN FOCUS

Revenue events (deals, leads, opportunities)

User events (touches), Ad Spend

WHO IS THIS FOR?

Managers at all levels wanting accountability to business results

Practitioners running day to day optimisations

COST

We cannot connect cost because we only know when the deal happened. Not when the touches/events that generate cost happened

Cost for paid can be connected. We are looking at touches/events that happened in a period and we know the cost of creating those touches/ events. Hence we can do ROI

WHERE DO YOU DO SOMETHING SIMILAR?

In the CRM looking at deals

In Google Analytics looking at traffic and conversions, in google ads looking at campaign performance

How did we do?