First Touch Attribution: Reporting and Best Practices

Chris Cardone
Chris Cardone Posts: 8 6senser
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Hi RevCity community!

I have a customer facing a critical attribution challenge and would love your input.

The Issue:

  • Customer is running 6sense display advertising campaigns
  • Lead source reporting shows "Website" getting most first-touch credit instead of 6sense ads
  • Impacting ability to demonstrate 6sense ROI for budget planning
  • Suspect leads from 6sense ads are being overridden and defaulted to "Website"

The Challenge: They're seeing view-through behavior where:

  1. Returns later via Google/direct → fills out form
  2. Last channel gets attribution credit instead of 6sense

Current Setup:

  • Marketo integration
  • UTM source = 6sense on ad sets
  • First touch attribution model
  • Influenced form fills report too lightweight for their needs

My Ask: What are your recommended reports/methods for:

  • Demonstrating first-touch attribution for 6sense display ads?
  • Preventing other channels from overriding 6sense ad attribution?
  • Building ROI stories when you have view-through behavior?

Thanks! 🙏

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