Multi-Touch Attribution Payback Forecaster

Assess whether a multi-touch attribution rollout pays for itself by combining incremental pipeline, win rates, platform cost, and the timeline for realizing revenue. Use realization and revenue duration inputs to keep estimates grounded in current sales operations.

Pipeline value the attribution system surfaces beyond your baseline measurement.
Close rate for the attributed opportunities.
Typical contract value for closed-won deals in this pipeline.
Subscription plus services paid annually for the attribution platform.
Apply a haircut if you only expect part of the incremental pipeline to close. Leave blank for 100%.
Timeline for converting incremental pipeline into cash. Leave blank to assume 12 months.

For marketing analytics planning only; validate outputs with finance before finalizing budgets.

Examples

  • Incremental pipeline $1,400,000, win rate 23.0%, average deal $85,000, platform cost $120,000 ⇒ Incremental revenue: $322,000.00 | Payback: 4.5 months | ROI: 168.33% | Expected wins: 3.79 deals
  • Incremental pipeline $900,000, win rate 18.0%, average deal $60,000, platform cost $95,000, realization 85%, revenue over 9 months ⇒ Incremental revenue: $137,700.00 | Payback: 6.2 months | ROI: 44.95% | Expected wins: 2.30 deals

FAQ

What counts as incremental pipeline?

Use the portion of pipeline that can be clearly tied to insights or automation from the attribution platform beyond your previous baseline.

How should I include services or agency fees?

Add recurring services into the platform cost input so ROI and payback reflect total spend required to maintain the program.

Can I factor in retention uplift?

Yes. Estimate expansion or renewal revenue influenced by attribution data and add it to the incremental pipeline amount.

Why show expected wins as a fraction of a deal?

Because pipeline values are monetary, dividing by average deal value reveals the count of incremental deals the platform helps close.

How should I set the revenue realization timeline?

Match it to the average time from qualified opportunity to cash collection. Faster enterprise sales or upfront contracts warrant shorter durations than annual defaults.

Additional Information

  • Pipeline realization factor discounts the attributed pipeline to account for stage weighting or quality adjustments.
  • Use the revenue realization months input when sales cycles are shorter or longer than a year to keep payback realistic.
  • Expected wins highlights the number of closed deals attributable to the platform and scales with deal size.
  • Revisit the model after each quarter to incorporate new conversion data and updated platform fees.

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