What the attribution engine does
Attribution as a system component — not a Monday-morning report.
One coherent revenue-attribution layer across every channel you actually run — fractional credit, plain-English explanations, and live anomaly detection wired into the systems your team works in.
Multi-touch fractional attribution to closed revenue
Every touch in the journey gets fractional credit against the eventual closed deal — not last-click, not heuristic splits. Markov-chain + Shapley-style modelling, calibrated to your actual conversion data.
Cross-channel coverage — every surface in the nurture
Email, SMS, WhatsApp, retargeting, push, in-app, sales activity, webinars, calendar holds. One coherent attribution layer across every channel you actually run, not the three your dashboard happens to track.
Plain-English deal explanations
Per closed-won deal, the system writes a 1-2 sentence explanation of what mattered — which touches anchored, which broke a stall, which were noise. Readable by your sales lead. Defensible to your CFO.
Anomaly detection on channels + creatives
Channel performance shifts and creative fatigue surfaced in real time, with confidence bands. 'Retarget creative B-3 · −24% credit · last 24h' lands as an alert before it eats a quarter of pipeline.
Leakage alerts on dropout cohorts
Cohorts that drop out of the journey unexpectedly get flagged with a plain-English root-cause hypothesis — missing follow-up, broken handoff, or stage friction — so the gap closes before the report ships.
Multi-tenant for agencies — branded reports
Workspace isolation, per-client attribution models, branded explainability outputs. Run attribution-as-a-service across a client roster from one deployment, without leaking signals between books.
Where attribution earns its keep
One engine, every revenue motion.
Same ingestion, same fractional-credit core, same explainability — tuned per motion. PLG SaaS, mid-market enterprise, e-commerce lifecycle, agency multi-tenant, marketplace, and long-cycle services all run on the same engine; only weights, channel mix, and integrations change.
B2B SaaS · trial-to-paid attribution
PLG signal weighting fused with marketing + sales attribution. Trial-activation events and paid-touch credit fold into a single revenue picture, not two disconnected charts.
B2B mid-market · multi-stakeholder
Account-based attribution rolled up across the buying committee. Champion engagement, CFO discovery, technical demo all credited fractionally — without a single AE having to log it manually.
E-commerce · acquisition + lifecycle
Attribution across acquisition, win-back, post-purchase, and reorder. SMS recovery codes get credit when they earn it; long-tail email lifecycle gets credit when it earns it. No more last-click overwriting it all.
Agencies · attribution-as-a-service
Workspace-isolated attribution per client book, branded reporting, monthly model retunes. Run it as a productised offering across a client roster without spinning up separate stacks per account.
Marketplace · two-sided attribution
Buyer-side and supplier-side attribution run as separate models with separate credit logic. Both sides surface in the right operator inbox; cross-side spillover gets flagged when it matters.
Long-cycle services · retainer + consulting
Six-month sales cycles get scored on momentum, not last-touch. Webinar series, white-paper downloads, podcast appearances all earn fractional credit when the deal eventually closes.
Models inside the engine
No single model gets attribution right. So we stack them.
Each model handles a distinct part of attribution — journey reasoning, fractional credit, anomaly detection, leakage classification — and the outputs combine into one auditable revenue picture.
Reads the full journey across every channel and identifies which touches drove the close — anchor touches, stall-breakers, passive keepalive — with plain-English reasoning per deal.
Fractional credit assignment combining Markov-chain removal effects with Shapley-style coalition weighting. Calibrated to your conversion data, not a generic split.
Watches per-channel and per-creative attribution against rolling baselines. Significant shifts surface with a confidence band before they compound into a missed quarter.
Identifies cohorts dropping out of the journey unexpectedly and labels the likely cause — missing follow-up, broken handoff, stage friction — for revops to action.
Channels and sources wired into every credit
Every input that earns credit — integrated.
CRM outcomes, marketing engagement, ad-platform conversions, behavioural events, sales activity, and commerce signals — pulled in parallel, normalised into a single journey schema, versioned alongside the attribution model.
Solution & technology — not a campaign service
Built to deploy. Built to co-deploy.
Revenue attribution shouldn't be locked behind a managed-service contract or a 12-month BI rollout. Our system is infrastructure you deploy inside your stack — directly, with your engineers, or with us riding alongside. Agencies productise it across a client roster; in-house growth teams embed it into their reporting layer; founders run it as the spine of how they answer the "what's actually working?" question.
- In-house growth teams — Run it as a permanent component of your stack — your engineers own the deployment, we tune the models against your closed-revenue data.
- Agencies + consultancies — Embed it in client engagements with workspace isolation and white-label reports. Attribution-as-a-service across the whole roster from one deployment.
- Founder-led ops — Spin it up on top of your CRM in weeks. No analytics team needed to operate it — the system writes the deal explanations and ships the alerts.
Why Axccelerate for attribution
Not a dashboard.
An attribution system.
Point tools deliver one channel's view. We deliver the whole substrate — fractional credit, plain-English deal explanations, anomaly detection, leakage classification, multi-tenant agency support — with the auditability your CFO and your clients can actually read.
Pricing
Priced to the deployment, not the touch volume.
We scope against your channel mix, your CRM, and your client/book footprint before quoting. Agency multi-tenant deployments price differently from a single in-house team — both are first-class citizens.
Your attribution layer — engineered.
30-minute scoping with a senior engineer. You'll leave with a deployment plan, channel-by-channel integration sketch, and realistic timeline — whether you're shipping it for your own pipeline or for a client roster.