Organization Attribution

Understanding B2B customer journeys

In B2B sales, customer journeys typically involve multiple stakeholders from the same organization interacting with your marketing touchpoints. For example:

• A marketing manager discovers your product through a paid ad
• A technical lead explores your documentation after reading a blog post
• A decision-maker joins a product demo after receiving a cold email
• A procurement specialist completes the purchase

Traditional attribution models treat these as separate customer journeys, potentially undervaluing marketing touchpoints that influenced earlier stakeholders but didn't directly lead to the conversion.

Organization Attribution

Spectacle's Organization Attribution feature solves this challenge by linking touchpoints across all users within the same organization or group.

When enabled, Organization Attribution:

1. Identifies users who belong to the same organization (via group tracking)
2. Combines their touchpoints into a unified customer journey
3. Attributes conversions and revenue across this organizational journey rather than individual user journeys

This provides a more accurate view of which marketing touchpoints influence B2B purchasing decisions.

When to use Organization Attribution

Organization Attribution is ideal for:

• B2B companies with complex, multi-stakeholder sales processes
• Businesses where different team members evaluate your product before purchase
• Companies wanting to understand the full impact of marketing across organizational decision-making

How to enable Organization Attribution

To enable Organization Attribution:

1. Navigate to your Workspace's settings
2. Find the "Attribution" section
3. Click the organization button

Requirements

For Organization Attribution to work effectively:

1. You must track group associations using Spectacle's group method
2. Users must be properly identified and associated with their respective organizations
3. Group IDs must be consistent across all your tracking implementations

Example

Consider this scenario:

1. User A from Acme Inc. clicks on an ad (touchpoint 1)
2. User B from Acme Inc. reads a blog post (touchpoint 2)
3. User B completes a purchase (conversion event)

Without Organization Attribution: Only User B's touchpoint (the blog post) receives attribution credit.

With Organization Attribution: Both touchpoints (ad and blog post) receive attribution credit based on your selected attribution model, providing a more complete picture of your marketing effectiveness.

Please check plan availability for this feature.