Standard Attribution Models
December 12, 2025
This guide outlines CaliberMind’s five standardized out-of-the-box attribution models, categorized into Single-Touch (First, Last, and Middle Touch) and Multi-Touch (W-Shaped and Even-Weighted) strategies. It details the specific logic used to assign attribution credit for each model, such as the weighted criteria for the W-Shaped model and the specific eligibility rules for Middle Touch. Additionally, this article reviews standard configuration options, including lookback timeframes and post-opportunity attribution settings, as well as the fields available for filtering and custom weighting within the Object Manager.
Default Attribution Model Logic:
| Model Name | Definition |
| W-Shaped Model | All attribution-eligible touches receive attribution credit, with select touches receiving additional weight based on the following criteria:WHEN primary_campaign = true AND primary_contact = true AND pre_opp = true THEN 5WHEN primary_contact = true AND (primary_campaign = true OR pre_opp = true) THEN 4WHEN primary contact = TRUE OR (primary_campaign = TRUE AND pre_opp = true) THEN 3WHEN primary_campaign = TRUE OR pre_opp = TRUE THEN 2ELSE 1 |
| Even-Weighted Model | All attribution-eligible touches receive equal attribution credit. |
| First Touch Model | The first attribution-eligible touch receives all credit |
| Last Touch Model | The last attribution-eligible touch receives all credit |
| Middle Touch Model | The last attribution-eligible touch before opportunity creation receives all credit |
- All CaliberMind Standard Attribution models have the following configuration points:
- Model Configuration – Pre-set configuration points
- Model Name
- Model Description
- Set the Attribution Lookback Timeframe from Opportunity Creation
- Include or Exclude Post-Opp Attribution (NOTE: Not allowed in the Middle Touch Model)
- Include or Exclude Primary Campaign Attribution before the lookback window
- Filters: Filter the touchpoints that are attribution eligible.
- Touch points can be weighted using IF THEN statements within the CaliberMind Object Manager.
- The following fields can be used to filter or weight touches:
- attrib_date, campaign_id, campaign_name, campaign_type, cm_amount, cm_closed_datetime, cm_company_domain, cm_company_id, cm_created_datetime, cm_is_won, cm_stage, company, company_domain, company_id, customer_date, event_class, event_detail, event_system, is_closed, is_opp_contact_role, member_id, model_type, opp_close, opp_create, opp_id, opp_name, opp_order, opp_person_company_id_match, opp_type, orphan_opp_id_from_member_id, parent_id, person, person_domain, person_id, pre_opp, primary_campaign, primary_campaign_id, primary_contact, primary_contact_id, response_datetime
- Model Configuration – Pre-set configuration points
Details on Custom Attribution Configuration – Custom Weighting