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The Event Attribution Funnel is where heyBTW proves that relationships close deals. It connects the dots between who attended your co-marketing events and what happened in your pipeline afterward. No more guessing whether an event was worth it. Find it in the left sidebar under Event Attribution. It requires a connected CRM (HubSpot, Salesforce, or Attio) to populate.

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Attribution Cards

Summary cards at the top show your attribution at a glance.
  • Sourced. Pipeline and revenue where the first meaningful touchpoint was an event managed through heyBTW. The deal originated from event attendance. Shows total pipeline value, number of deals, won revenue, and win rate.
  • Influenced. Pipeline where the deal already existed but a co-marketing event touched someone involved in the buying process. The event moved the deal rather than creating it. Shows the same metrics as Sourced.
Both matter. Sourced deals prove your events create pipeline. Influenced deals prove your events move it. Both cards show deduplicated totals: if a deal was touched by multiple events, it counts once in the card total.

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How Classification Works

heyBTW classifies each attributed deal as either Sourced or Influenced. The boundary is a comparison of two dates: the date the deal was created in your CRM, and the date the associated contact first attended one of your events.
  • Sourced. The contact’s first event attendance came before the deal was created. The event came first, so the event is credited with creating the relationship.
  • Influenced. The deal was created before or on the same day as the contact’s first event attendance. The deal already existed, so the event is credited with touching an open opportunity.
Classification is per deal, not per contact. A contact can have Sourced deals and Influenced deals at the same time depending on when each deal was created. Matching is by email first, with partner domain as a fallback. Deals with no attending contact do not appear in either card. For the full Sourced definition, including how heyBTW avoids crediting deals that sales was already actively working, see the Attribution Model.

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Partner Influence Types

Sourced and Influenced are the top-level classification. Within those, heyBTW tags each attributed deal with one of four partner influence types:
  • Direct. The deal was attributed to one of your own events with no partner co-host.
  • Partner Sourced. A partner co-hosted the event, the contact was new to your CRM, and the deal was created after the event.
  • Partner Influenced, New Business. A partner co-hosted the event, the contact was new to your CRM at the time of the event, and the deal is a new business opportunity that existed before the event.
  • Partner Influenced, Expansion. A partner co-hosted the event, the contact was already associated with an existing customer account, and the deal is an upsell or expansion on that account.

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Conversion Funnel

The funnel shows your event-attributed pipeline as a sequence of stages. Each stage shows the count and conversion rate from the previous stage. The default stages are MQLs, Meetings Booked, Demo Completed, Opportunities, Proposal, and Closed Won. Only contacts who attended events managed through heyBTW appear in the funnel. If someone is in your CRM but never attended one of your events, they do not show up here. This is what makes it an event attribution funnel, not a general CRM funnel.

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Configure Funnel

Click Configure Funnel to map each stage to the corresponding deal stage in your CRM. For example, map “Closed Won” to your CRM pipeline’s Closed Won stage. If your workspace has multiple CRM pipelines (for example, a “Sales Pipeline” and a “heyBTW Sales Pipeline”), make sure the funnel stages are mapped to the correct pipeline. Stage identifiers differ between pipelines even when the labels look the same.

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Time Period Filtering

Filter the funnel by time period using the tabs at the top: Last 30 Days, This Quarter, Last Quarter, YTD, and Program Total. The time period scopes which events are included. “Last Quarter” shows the funnel for attendees of events that occurred last quarter. “Program Total” includes all events across your entire history with no date filter. All funnel stages, attendee counts, attribution cards, and the opportunities table update to reflect the selected time period.

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Partner Influence Attribution

The funnel breaks down influence by type:
  • Partner Sourced. The partner brought the lead directly through an event.
  • Partner Influenced (New Business). A contact attended a partner event and later converted to a new business opportunity.
  • Partner Influenced (Expansion). An existing customer contact attended an event, which triggered an upsell or expansion opportunity.
Each funnel stage can be filtered by attribution type. Use the filter dropdown above the funnel to show All Attribution, Partner Sourced Only, Partner Influenced Only, or the new and expansion split.

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Revenue Views

The funnel supports two revenue views, toggled at the top.
  • MTA View. Fractional attribution. If a deal was touched by 4 events, each event gets 25% credit. This is the standard multi-touch attribution approach.
  • Influence View. Full deal value for any event-touched opportunity. If your events touched 5Mindeals,theInfluenceViewshows5M in deals, the Influence View shows 5M, not a fractional share. This is the view most useful for executive reporting where you want total revenue impact without dilution.

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Revenue Lift

Revenue Lift answers a different question from Sourced and Influenced. Instead of attributing specific deals to specific events, it measures incrementality at the account level: do accounts that touched an event spend more than comparable accounts that did not? heyBTW splits your accounts into two cohorts:
  • Event-Touched. Accounts with at least one attendee matched to one of your events.
  • Non-Touched. Accounts with no event attendance.
Cohort membership comes from attendance and is fixed by the data already in your workspace. Today, account spend is brought in by uploading a CSV through the Revenue Lift tile, mapping monthly spend onto accounts by company name and domain. Once spend is attached, the dashboard shows each cohort’s spend, the lift versus the non-touched baseline (touched spend minus non-touched spend, divided by non-touched spend), and a month-over-month chart of the two cohorts. A positive lift means touched accounts outspend the non-touched baseline. Because this is a cohort comparison rather than a before-and-after measurement on the same accounts, read it as a program-level signal, not deal-level attribution. Spend upload is a manual CSV process today. Automated ingestion is planned.

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Top Account Opportunities

Below the funnel, the Top Account Opportunities table shows the individual deals behind the numbers. Each row is an opportunity, with columns for Company, Deal Name, Amount, Stage, CRM Source, Partner Source, Influence Type, and Event Touchpoints. This table only includes opportunities where at least one contact attended an event. Sort by any column. Export to CSV for board presentations, partner QBRs, or BI tools.

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Multi-Event Attribution

When a contact attends multiple co-marketing events before their deal closes, heyBTW tracks the full sequence. This is critical for understanding which combination of events moved an account through the funnel.

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Cost Metrics

If you enter event costs on your collabs, the funnel calculates:
  • Cost per Meeting. How much you spent per meeting generated from an event.
  • Cost per Opportunity. How much you spent per opportunity created.
  • Event ROI. Revenue attributed to the event divided by its cost.
These metrics let you compare performance across events and optimize your calendar.

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Partner-Specific Funnels

Each partner in a collab has their own independent funnel view. Partners can mark leads as MQL, Meeting Booked, or Opportunity from their own view of the attendee table using the checkbox columns. Partner funnel data is workspace-scoped: updating a lead’s status on one partner’s workspace does not affect another partner’s funnel. This lets each partner track their own pipeline progression independently.

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Exporting

Export attribution data for board presentations, partner QBRs, or BI tool ingestion. Exports are available in CSV format and can be filtered by the same criteria as the funnel.