Model attribution the way that makes sense for your business
Break free from the constraints of position-based models. Upside unifies every touchpoint, logged and inferred, into one clean foundation, so you can use attribution out of the box or build the exact model your business needs.
Pipeline attribution · last 90 days
Every touch tied to revenue, including the ones other tools miss.
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.
Milestone Analysis · Beacon Labs
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.
Touchpoints per account
CRM only
47
logged touchpoints
With Upside
77
touchpoints found
30 touchpoints surfaced from call transcripts and email threads, never logged manually.
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.
Zero-sum attribution
$165.5K · 100% allocatedBuild 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 miniapps to model attribution your way: define your own milestones, weight channels how your business thinks about them, segment by customer type or motion.
What your CRM calls "outbound" vs. reality
% of pipeline · broken down by true origin pattern
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.
Channel report card
last 90 daysPaid Search
Opportunities influenced
148
$6.2M
Won opps influenced
32
$1.4M
Created post-engagement
47
$1.9M
Progressed opps
68
$2.8M
Accounts activated
23
new accounts
Campaign active days
164
first → latest
Excludes engagements from your own team.
See it in action
A working miniapp on representative data, embedded right here. Scroll it, click through it, then open the full example.
“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.”
What you get when attribution actually reflects reality
What Upside unlocks
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.
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.
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.
“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.”
Related use cases
Measure how AI engines drive your pipeline.
ExploreProve event ROI your CRM can't see.
ExploreKnow why you really win and lose.
ExploreCall the number you can actually defend.
ExploreSee exactly where deals stall.
ExploreQuestions? Answers.
Does Upside replace my existing attribution tool?
Most customers replace their point or position-based attribution tool with Upside because Upside covers more sources and works with messier data.
Do we have to use a multi-touch model?
No. Multi-touch is one lens. Some teams legitimately run last-touch for opportunity sourcing, others build custom models on the unified data with the Upside MCP. Upside supports the model that matches how your business actually makes decisions.
What if our UTM tagging is inconsistent?
Tagging is never perfectly consistent, and that's fine. Upside's channel rules are dynamic and flexible enough to adapt to what your data actually looks like: UTMs when they exist, referrer URLs when they don't, GCLIDs for Google Ads even without UTMs, and natural-language rules for the edge cases. Inconsistent tagging doesn't break the model, and you can apply the rules retroactively to clean up historical data.
Do we need to clean up our CRM data first?
No. Upside is specifically designed to work with messy, incomplete GTM data. We extract missing contact roles, infer hidden touchpoints, and reconstruct buying groups automatically, doing the heavy lifting of cleaning up your data so you can get insights rapidly.
Can we compare Upside's attribution to our current model?
Yes. You can run both at the same time and see how differently we look at the world. Upside tends to find more specific influence because it looks at the whole buying group, not just the contacts on the opportunity.
How long until we have trusted attribution?
Implementation takes days. Once your sources are connected, attribution runs on your live data, so you are interrogating a working model quickly instead of waiting on a quarter-long rollout.
Know what really drives your pipeline
See revenue attribution on your own data in a 30-minute walkthrough.