Attribution Models

Your attribution model defines which metric should count as influence when matched to your CRM deals. You can customize this under Attribution Settings in Fibbler.

Fibbler attribution settings showing Awareness, Engagement, and Intent models with customizable thresholds

How it works

Each model sets conditions using different data points and thresholds. A company is marked as "marketing-influenced" when it meets any of the conditions in the selected model (at least one condition must be true).

Awareness Model (Default)

Shows how brand visibility contributes to pipeline. Repeated exposure creates memory recall, and most of your audience does not actually engage with ads. This model gives credit for simply being seen.

  • Paid impressions ≥ 7 OR
  • Organic impressions ≥ 3

Engagement Model

Focuses on resonance. Engagements show that people are interacting with your content (likes, comments, shares, etc.), and those signals are tied directly to influenced pipeline and revenue.

  • Paid engagements ≥ 3 OR
  • Organic engagements ≥ 3

Intent Model

A stricter view that only credits high-intent actions. Clicks usually mean someone is actively exploring your product or offering.

  • Paid clicks ≥ 3 OR
  • Organic engagements ≥ 3

Custom

You can build your own model by choosing which data points to include, setting your own thresholds, and adding multiple conditions. This lets you match the attribution logic to how your team thinks about marketing influence.