One clean foundation under any attribution model
Attribution is only as good as the data underneath it. Upside unifies emails, calls, meetings, campaigns, and web activity into one clean timeline per deal, including the inferred touchpoints your CRM never logged. Whatever model you run on top, it runs on the whole story.
Attribute the touchpoints your CRM never logged
Most attribution models only credit what reps remembered to log. Upside extracts call attendees, email threads, and meeting invites from unstructured data and brings them into the attribution model as first-class touchpoints, so credit flows to the channels and campaigns the CRM was blind to.
Get a rigorous multi-touch answer without building anything
Not every team wants to design its own model — sometimes you just need a credible multi-touch view you can take to planning. Upside's next-generation Pipedash model spreads impact-based credit across every touchpoint in the deal, broken down by team, channel, and individual touch, and tells you why each one mattered to the win. A defensible answer your CFO can audit, with nothing to set up.
Build the model that fits how you go to market
Position-based models force every business into the same shape. With all of your data in one clean place, use the Upside MCP and mini-apps to model attribution your way: define your own milestones, weight channels how your business thinks about them, segment by customer type or motion.
Views into cause and effect, not just credit splits
A lot of what teams actually want from attribution isn't a credit split, it's an answer. Upside's influence reports and channel report cards show what's moving deals from a specific angle: which campaigns touched won deals, what channels moved deals forward, which programs influence pipeline without sourcing it.
Assembled recovered 30K+ hidden contacts and 37K+ hidden touchpoints their CRM never captured, and found events drove ~20x more pipeline per opportunity than other sources such as paid.
"The challenge we were trying to solve was essentially annual planning, getting a good sense of where our pipeline was coming from, where to double down as we were thinking about budget allocation for the year ahead."
Lindsey Marymont, Head of Demand Generation
Read Assembled case study →What you get when attribution actually reflects reality
End the 'marketing says / sales says' debate
When marketing, sales, SDRs, and RevOps all work from the same reconstructed source of truth, zero-sum attribution fights disappear. Planning conversations become grounded in shared reality.
See everything that contributed
Get true visibility into everything that contributed to pipeline, even when touchpoints weren't logged, contact roles were incomplete, or campaign membership was broken. Upside finds it and attributes it.
Make budget decisions on real data, not last-touch
Reallocate spend the moment multi-touch data shows a major pipeline-per-opp gap between programs (e.g. events vs paid). The kind of move you can only justify with a forensic journey your CFO can audit.
What our customers say
“I've been in marketing for 10+ years, and I've never been able to get a clear picture of the buyer journey before Upside.”
Lindsey Marymont
Head of Demand Generation · Assembled
“What used to take 2-3 hours I can now do in a few clicks, and it's made me a smarter operations person than I've ever been in my career.”
Charlie Flanagan
Head of GTM Ops · Dscout
“It helped us validate that what we thought was true was actually true. We were just not seeing the impact of the ADR function like we needed to.”
Amy Wellersdick
Director of Marketing Ops · Syndio
Questions? Answers.
Does Upside replace my existing attribution tool?
Do we have to use a multi-touch model?
What if our UTM tagging is inconsistent?
Do we need to clean up our CRM data first?
Can we compare Upside's attribution to our current model?
How long until we have trusted attribution?
Know what really drives your pipeline
See revenue attribution on your own data in a 30-minute walkthrough.