How to set up multi touch attribution reporting in Laserfocus for b2b campaigns

Multi-touch attribution isn’t just another buzzword. If you’re running B2B campaigns and sick of arguments over “what channel worked,” you need a system to track how leads actually move through your funnel. This guide is for B2B marketers and operators who want clear, actionable steps to set up multi-touch attribution reporting in Laserfocus—and want to avoid the usual vendor nonsense.

You don’t need to be a data scientist, but you do need to know what you want to track and what you can safely ignore. Let’s get your reporting running without the headaches.

What is Multi-Touch Attribution (And Why Should You Care)?

Most B2B deals don’t close after one whitepaper or cold email. Prospects click ads, read blogs, attend webinars, and get nudged by sales—all before they sign. Single-touch attribution (giving all credit to the first or last touch) ignores the rest of the journey.

Multi-touch attribution (MTA) splits credit across those touchpoints. The goal isn’t to obsess over perfect numbers—it’s to get a better, more honest picture of what’s actually driving pipeline.

But heads-up: MTA isn’t magic. It’s only as good as your data, and it won’t tell you which single touch “caused” a deal. But it does help you see patterns and justify budget decisions with a straight face.

Before You Start: What You Actually Need

You’ll save yourself hours if you get a few basics sorted before logging into Laserfocus:

  • A clear definition of a “touch.” Are you tracking only marketing touches (ads, emails, webinars), or do you want sales touches too (calls, demos)?
  • Consistent UTM tagging. If your links aren’t tagged, your data will be a mess. No tool can fix this.
  • CRM integration. Laserfocus is only as good as the data it can pull from your CRM (think Salesforce, HubSpot, etc.).
  • A sense of proportion. If your deal cycles are long and your data is spotty, don’t expect miracles. MTA is about direction, not perfection.

Step 1: Connect Your Data Sources

Laserfocus works by pulling in touchpoint data from your marketing tools and CRM. Here’s what actually matters:

  1. Integrate your CRM.
  2. Go to Settings > Integrations in Laserfocus.
  3. Connect your CRM (usually Salesforce or HubSpot).
  4. Map your lead and opportunity fields so Laserfocus knows what’s what.

  5. If the integration wizard asks you to map custom fields, do it now.

  6. Connect marketing sources.

  7. Plug in your ad platforms (Google Ads, LinkedIn, Facebook) and marketing automation (Marketo, Pardot, HubSpot).
  8. Double-check permission scopes—if you can’t see campaign data, you’ll get half-baked reports.

  9. If you’re missing a source, you can usually upload CSVs, but this is fiddly and should be a last resort.

  10. Check your UTM hygiene.

  11. If your links are missing UTM tags, fix this now. Laserfocus can’t retroactively guess where traffic came from.

Pro tip: If a sales rep is logging demo calls in a weird custom field, map it now—or it’ll get missed. Garbage in, garbage out.

Step 2: Define Your Attribution Model

Laserfocus supports several attribution models. Ignore the hype—no model is “right,” just pick one that matches your sales process:

  • First touch: All credit to the first interaction. Good if you care most about lead gen.
  • Last touch: All credit to the touch right before conversion. Useful for sales-driven orgs.
  • Linear: Equal credit to every touch. Simple, but can water down signal.
  • U-shaped: Most credit to first and last touch, less to the middle. Popular in B2B.
  • Custom weights: Assign your own percentages to touches (e.g., 40% first, 40% last, 20% rest).

How to choose: - If you have a long sales cycle and lots of marketing/sales touches, U-shaped or custom is usually best. - If your deals are short and mostly inbound, linear or last touch may be fine.

To set it up: - In Laserfocus, go to Attribution Settings. - Pick your model, or create a custom one. - Save and apply to your reports.

Don’t agonize here—just start with one and move on. You can always change it later.

Step 3: Map Touchpoints

Laserfocus auto-detects most standard touchpoints (emails, ad clicks, form fills), but you need to make sure nothing falls through the cracks.

  • Review detected touchpoints. Go to Touchpoint Mapping in settings and check what Laserfocus has picked up.
  • Add custom touchpoints. If you run offline events, direct mail, or have custom sales activities, add them manually. Otherwise, these won’t show up in your reports.
  • Set rules for deduplication. If someone clicks three ads in one day, do you count that as one touch or three? Set your preference to avoid double-counting.

What to skip: Don’t bother tracking ultra-minor touches (e.g., every pageview on your blog) unless you’re ready to drown in noise.

Step 4: Build and Customize Your Reports

Now the fun (or headaches) begin. Laserfocus gives you default attribution reports, but you’ll want to tweak them:

  • Choose your object: Are you reporting on leads, opportunities, or closed deals? For B2B, opportunities are usually most useful.
  • Set timeframes. Look at both short-term (last 30 days) and longer windows (last 6-12 months). This helps spot trends, not just recent spikes.
  • Segment by channel, campaign, or content. Break down what’s actually driving movement—not just raw leads, but quality opportunities.

What actually matters: - Which channels are consistently involved in deals that close? - Are there “wasted” channels that never show up on closed-won reports? - Are certain campaigns just driving early-stage leads who never convert?

Ignore: Vanity metrics. Don’t get obsessed with sheer volume of touches. Focus on quality.

Step 5: Share Findings and Adjust

Attribution reporting is only useful if people act on it. Here’s how to avoid reports that gather dust:

  • Schedule regular reviews. Set a recurring meeting to go over attribution insights with marketing and sales.
  • Highlight actionable takeaways. “LinkedIn campaigns touched 80% of closed-won deals last quarter.” That’s useful. “We had 14,000 touches” is not.
  • Course-correct. If a channel isn’t pulling its weight, shift budget or adjust creative. Attribution is a tool for decision-making, not just reporting.

Pro tip: Attribution isn’t a gotcha game. Use it to spark honest conversations, not finger-pointing.

Common Pitfalls to Avoid

  • Chasing “perfect” attribution: You’ll never get it. There’s always some dark funnel activity you can’t see.
  • Over-complicating your setup: More detail isn’t always better. Stick to the level of granularity you’ll actually use.
  • Ignoring sales touches: In B2B, sales interactions matter. Don’t treat them as an afterthought.
  • Assuming the tool fixes everything: Laserfocus is solid, but it can’t fix sloppy data or unclear processes.

Wrapping Up: Keep It Simple, Iterate Often

Multi-touch attribution in Laserfocus can be a game-changer for B2B marketers, as long as you don’t overthink it. Start with clear definitions, connect your data, pick a model, and get your first reports live. Don’t expect gospel-truth answers—just better data to guide your next move.

Tweak as you go. Keep things simple. And most importantly, spend more time acting on your findings than debating attribution models. That’s where the real wins happen.