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The Problem

In reality, deals don’t close because of a single event. A contact might attend a co-hosted dinner in January, a webinar in March, and a field event in May before their deal closes in June. Traditional event reporting only credits the last touch or the first touch, missing the full picture.

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How heyBTW Handles It

heyBTW tracks the full sequence of co-marketing touchpoints for every contact. When a deal closes, all contributing events receive attribution credit. This gives you an accurate picture of which events and partners contributed to the outcome.

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What This Looks Like in Practice

Imagine this scenario:
  • January: Contact attends a dinner you co-hosted with Partner A.
  • March: Same contact attends a webinar you co-hosted with Partner B.
  • June: The contact’s deal closes for $50K.
In heyBTW, both the January dinner (Partner A) and the March webinar (Partner B) are credited with influencing this deal. Both events appear in attribution reporting, and both partners see the contribution in their collab metrics.

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Impact on the Collab Performance Table

Because multiple events can influence the same deal, individual collab rows in the Collab Performance Table may sum to more than the total on the Attribution Dashboard’s Sourced card. This is expected behavior. The table shows each event’s contribution, while the dashboard card shows deduplicated totals.

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Why It Matters

Multi-event attribution is critical for understanding your co-marketing program’s real dynamics:
  • It shows which event sequences drive conversions, not just which single event gets credit.
  • It gives fair credit to partners who contributed early in the buying journey, even if another partner’s event was the last touch.
  • It helps you design better event calendars by understanding which combinations of events and partners produce the best outcomes.

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Limitations

heyBTW can only attribute events that flowed through the platform. If a contact attended an event that wasn’t managed through heyBTW, that touchpoint won’t appear in the attribution sequence. The more events you run through heyBTW, the more complete your attribution picture becomes.