Measure content attribution
Attribute revenue to content
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Design a content attribution model for [brand] to understand which content pieces influence pipeline. Given that we use [HubSpot/Salesforce/GA4], define: which UTM parameters to use for all content distribution, how to set up first-touch vs multi-touch attribution reports, the content influence report structure for the revenue team, and how to calculate content-influenced revenue monthly.
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Pour une attribution fiable, uniformisez vos UTM avec un paramètre `utm_content` unique par pièce de contenu (ex: `blog_article1`). Dans HubSpot, créez une propriété custom « Dernier contenu consulté avant conversion » pour le multi-contact. Calculez le revenu influencé en sommant les deals avec une interaction documentée, pondérée par le poids du stade (TOFU/BOTU).
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