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 attribution works

Fibbler stores your CRM deals and company records, then matches them to your LinkedIn Ads and Google Ads activity. For each deal, Fibbler looks at a 12-month window before a reference date and sums up all touchpoints (impressions, clicks, engagements) for the company associated with that deal. If the touchpoints meet your influence threshold, the deal is marked as influenced.

Influenced pipeline

For influenced pipeline, Fibbler pulls all deals based on their creation date. It then looks back 12 months from that creation date for any ad touchpoints tied to the company. If the touchpoints meet your threshold, the deal counts as influenced pipeline.

Influenced revenue

For influenced revenue, Fibbler pulls closed-won deals based on their close date. It then looks back 12 months from that close date for touchpoints. This tells you which won deals had marketing exposure before they closed.

The 12-month lookback window applies to both LinkedIn Ads and Google Ads touchpoints.

Company matching

Fibbler connects deals to ad activity by matching the company on the deal to companies in your ad data. Matching is done using two identifiers:

  • Website domain from the company record in your CRM
  • LinkedIn company page URL from the company record in your CRM

If a company matches on both identifiers, the touchpoints from both are combined. The more complete your CRM company data is (domains and LinkedIn URLs), the more deals Fibbler can attribute.

Influence thresholds

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.

If you have the Google Ads add-onconnected, a deal is also marked as influenced if the company had any Google Ads website visits in the 12 months before the deal's reference date. This applies regardless of your LinkedIn influence threshold settings.