Analyze Marketing Attribution Data from Spreadsheet
When you analyze marketing attribution data from spreadsheet exports, you work with touchpoint sequences, channel labels, conversion values, and timestamps that show which activities drove revenue. The columns arrive inconsistent between platforms, timestamps need conversion to compare journeys, and pivot tables cannot weight touches or apply decay models across thousands of rows. Equals connects attribution exports from HubSpot, Google Analytics, and ad platforms, applies first-touch, multi-touch, and time-decay models automatically, and updates as new data arrives.
You can compare attribution models, merge multi-platform journeys, and see which channels drive revenue without rebuilding formulas each month.
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What this export contains
| Touchpoint Date |
| Channel |
| Campaign Name |
| Conversion Value |
| User ID |
| Session Source |
| Medium |
| Content |
| Conversion Date |
| Time to Conversion |
| Position in Journey |
| Deal ID |
| Revenue |
Common questions
How do I analyze marketing attribution data from spreadsheet exports?
Connect your attribution export to Equals, map User ID and timestamp columns, then select an attribution model—first-touch, linear, time-decay, or position-based. Equals groups touchpoints by user, calculates weights, and shows revenue by channel. The analysis updates when new rows arrive, so you see current attribution without rebuilding formulas.
How do I calculate time-decay attribution from a spreadsheet?
Calculate days between each touchpoint and the conversion date, apply an exponential decay weight (commonly half-life of 7 days), multiply each touchpoint's weight by the conversion value, then sum by channel. Equals applies this automatically when you select a decay model.
What is the difference between first-touch and multi-touch attribution?
First-touch gives all credit to the earliest interaction in a user's journey. Multi-touch distributes credit across all touchpoints using a model—linear splits evenly, time-decay favors recent touches, position-based weights first and last higher. The choice changes which channels appear most valuable.
Can I combine attribution data from Google Analytics and HubSpot?
Yes, if both exports include a common identifier like User ID or email and a timestamp. Standardize channel names with a mapping table, merge on the identifier, sort by date, then apply your attribution logic to the combined journey.
Why do my attribution totals not match reported revenue?
Common causes: conversion dates outside your touchpoint date range, users with conversions but no tracked touchpoints, or deals marked closed-won before the first tracked interaction. Filter your revenue data to only include user IDs present in the touchpoint export.
How many touchpoints should I expect before conversion?
B2B SaaS typically sees 6-12 touchpoints over 30-90 days. E-commerce is often 2-5 over a few days. If your data shows one touchpoint per conversion, tracking is incomplete or the export filtered to last-touch only.
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DataMimi reads the file you actually have — merged cells, headers below row one, totals pasted at the bottom — and shows which rows and columns every number came from.
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