Six Attribution Models, One Salesforce Dashboard: Heeet Now Calculates Them All at Once

Last updated: October 28, 2026

Heeet now calculates revenue attribution under six attribution models automatically for every opportunity in Salesforce: first touch, last touch, linear, U-shape, and two versions of time decay. All six results sit side by side on the opportunity record and in one dashboard.

What does Heeet's new attribution release do?

Heeet applies six attribution models to every opportunity in Salesforce at the same time and stores each result as its own value. Revenue credit for every touchpoint is calculated under first touch, last touch, linear, U-shape, time decay from the opportunity's creation date, and time decay from its close date. There's no model to switch between and no second report to build.

Most attribution setups make you pick one model and then defend it. Pick first touch and paid search looks heroic. Pick last touch and the demo request pages take all the glory.

You now get six answers on one screen, which changes the perspective. You stop asking which number is right and start asking why they differ.

Quick recap on how each model splits revenue

Each model takes the same opportunity amount and divides it across the same touchpoints by a different rule. Here is one real opportunity from the screenshot below: EUR 14,580, eight recorded influences, with a Google Ads campaign as the first touch.

Under U-shape, the six touchpoints in the middle get EUR 486 each. Under first touch they get nothing. Same deal, same eight rows.

If you want the reasoning behind a single model, we've written up U-shaped attribution and its 40-20-40 split, linear attribution with a Salesforce example, and what last touch costs you.

Why are there two time decay models?

Because "recent" needs an anchor date, and the two dates answer different questions. Anchored on opportunity creation, time decay rewards the touches that got the deal into the pipeline. That's the sourcing question marketing usually gets asked. Anchored on the close date, it rewards the touches that carried the deal to signature: the late webinar, the retargeting ad during procurement, the case study someone forwarded in the final week.

On a six-week sales cycle the two barely differ. On a nine-month enterprise cycle they can point at completely different channels.

Where do the six models show up in Salesforce?

The results land in two places, both native Salesforce: a related list on every opportunity, and a dashboard that rolls all opportunities up by channel.

On the opportunity record

The Marketing & Sales Attribution related list shows one row per touchpoint, with its influence source and campaign, and one column per model. Amounts appear in the opportunity's currency, with the converted value in brackets for multi-currency orgs. A rep or a RevOps lead can open any deal and see exactly how each model shared it out.

In the Attribution Dashboard

The dashboard holds one donut chart per model, each splitting revenue by influence type: SEA, Social Ads, Social Organic, SEO, Direct, AI and Other. Every widget links to the report underneath it. Because it's a standard Salesforce dashboard, you can filter it, edit it and subscribe your CMO to it like any other.

What should you look for when you compare attribution models?

Look for the channels whose share moves the most between models, and for the ones that barely move at all. A channel that's large under first touch and small under last touch opens deals. A channel that does the opposite closes them. A channel that holds steady across all six is the safest line in next year's budget.

Back to the dashboard from the top of this post. Paid search takes 508K of 789K under first touch, 254K under U-shape and 231K under linear. That pattern says paid search is how buyers find this company, and that other channels do more of the work once a deal is open. Cutting paid search because its linear number looks modest would starve the top of the pipeline. Doubling it because the first-touch number looks huge would overpay for something it already does.

Neither conclusion is available from one model on its own. Two practical habits help:

• Put first touch and last touch next to each other for your three biggest channels before every budget review.
• Use the close-date time decay chart when sales asks which programmes help deals cross the line.

Is this available for HubSpot?

Not yet. The six-model calculation and the Attribution Dashboard are live for Salesforce today. HubSpot support is coming very shortly, and we'll announce it here when it ships. Heeet's wider multi-touch tracking and attribution already runs natively in both CRMs.

Frequently asked questions

Which attribution models does Heeet calculate?

Six: first touch, last touch, linear, U-shape, time decay based on the opportunity creation date, and time decay based on the opportunity close date. Heeet calculates all six automatically for every opportunity in Salesforce.

Do I have to choose one attribution model?

No. All six are calculated at once, so you can report on any one of them or compare all six in the Attribution Dashboard.

What split does Heeet's U-shape model use?

40% of the revenue goes to the first touchpoint, 40% to the last, and the remaining 20% is shared equally across every touchpoint in between.

What's the difference between the two time decay models?

Both give more credit to touches closer to a reference date. One uses the date the opportunity was created, which favours the touches that sourced the deal. The other uses the close date, which favours the touches that helped it close.

Where do I see the results in Salesforce?

On each opportunity, in the Marketing & Sales Attribution related list, with one column per model. Across all opportunities, in the Attribution Dashboard, with one chart per model split by channel.

Does it work with HubSpot?

Salesforce only for now. HubSpot support is coming very shortly.