Skip to main content

​
Overview

When you collaborate on a co-marketing event through heyBTW, both sides get attribution data. But what each side sees depends on their CRM connection and the data they’ve opted to share.

​
What Both Sides See

In a shared collab workspace, both you and your partner can see:
  • Total attendees and registrations for the event.
  • Aggregate performance metrics (meetings generated, opportunities influenced).
  • Which companies attended the event (company-level data from event registrations).

​
What Only You See

If you’ve connected your CRM, you also see attribution data specific to your organization:
  • Which attendees match contacts in your CRM.
  • Which of your target accounts attended.
  • Whether those contacts progressed to meetings, opportunities, or deals in your pipeline.
  • Revenue attributed to the event from your deals.
Your partner sees their own version of this data based on their CRM. Neither side sees the other’s raw pipeline data.

​
How Attribution Is Calculated

heyBTW matches event attendees to CRM records using email as the primary key. Once matched, it tracks the contact’s pipeline journey:
  1. Attendee captured - The contact registered for or attended the event.
  2. Meeting booked - A meeting was scheduled with the contact (tracked via CRM).
  3. Opportunity created - An opportunity was created involving the contact.
  4. Deal closed - The opportunity closed, and revenue is attributed to the event.
Attribution can be sourced (the event was the first touchpoint) or influenced (the contact existed but the event accelerated the deal).

​
Multi-Event Attribution

If a contact attends multiple co-marketing events before their deal closes, all contributing events receive attribution credit. This reflects the reality that deals are often influenced by multiple touchpoints across multiple partners. For more detail, see Multi-Event Attribution FAQ.