Multi-Touch Attribution Coverage
Percentage of closed deals for which a complete multi-touch attribution journey has been captured across all marketing and sales touchpoints
What is Multi-Touch Attribution Coverage?
Multi-touch attribution coverage is the percentage of closed deals that have full attribution data, showing every marketing interaction on the way. It shows how well the business can trace what influenced its sales.
Without coverage, attribution reports are based on partial information and can mislead spending decisions.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Marketing Analytics
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Closed deals with full attribution data / Total closed deals) × 100
How to calculate it
Divide the number of closed deals with full attribution data by the total number of closed deals, and multiply by 100.
For example, if 90 of 120 closed deals have complete touchpoint records, coverage is (90 / 120) x 100 = 75%.
Define what full means, such as all contacts linked and every interaction logged.
Where it is used
Trusting attribution reports
Know how reliable the numbers are.
Finding data gaps
Locate where tracking is failing.
Improving processes
Ensure contacts are linked to opportunities.
How to improve it
Tips and common mistakes
- Low coverage means attribution results should be treated with caution.
- Offline interactions are often missed. Find ways to log them.
- Privacy rules limit tracking, so accept some gaps.
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