Paid ads attribution
company-level attribution explained
The short answer
Company-level attribution credits your marketing to the companies it brought to your site and the pipeline they became, rather than to anonymous clicks or the few people who filled in a form. It fits B2B because companies buy, not clicks, and because most of the buying journey happens anonymously. It is the layer that makes paid attribution meaningful again.
Most models assume people identify themselves
Most attribution models share one assumption: that the people who matter identify themselves, usually by filling in a form. In B2B that assumption is wrong. A buying group researches you across weeks, and most of them never fill in anything. So click and form attribution measure a small, unrepresentative slice.
Company-level attribution drops that assumption. Instead of waiting for a form, it identifies the company behind a visit and follows that company into your pipeline. You credit the account, which is the unit your business actually runs on.
It does not replace your existing models. It fills their blind spot, the anonymous majority, and gives the others something real to attach to. See how it compares with the older models in last-click vs multi-touch vs company-level.
The honest catch
It resolves to the company, not always the named person, and in the UK and EU that is by design. It will not see every off-site touch. What it does is move attribution from "who filled in a form" to "which companies engaged", which is the more honest question in B2B. It is the foundation of our paid ads attribution guide.
Frequently asked questions
Crediting marketing to the companies it brought to your site and the pipeline they became, instead of to clicks or form fills.
Credit the companies your campaigns brought in and the pipeline they became, not the small slice that filled in a form.
Read the attribution guide