Use multi-touch attribution in Marketing Pro Ads

Overview

Multi-touch attribution tracks customer journeys through multiple marketing interactions. By separating demand creation from conversion drivers, you can see which campaigns generate value. This provides an accurate view of return on investment (ROI) across your entire sales funnel.

Things to know

• Multi-touch attribution is only available for accounts using ServiceTitan DNI.

• Updating touchpoint windows causes assisted metrics to update retroactively in your reports.

• A campaign is counted as an assist if it is a touchpoint in the journey but not the primary (first or last) touch.

• Multi-touch attribution supports three attribution models:        

  • First Touch: Credits the campaign that started the customer journey.

  • Last Touch: Credits the campaign that immediately preceded the conversion,

  • Assigned Campaign: Uses your existing attribution settings, including manual overrides.

Best practices

• Review both First Touch and Last Touch metrics daily to ensure a balanced marketing pipeline.

• Align your Lead and Job touchpoint windows with your actual business sales cycle for more accurate data.

• Avoid frequent manual campaign overrides on jobs to make sure your attribution data remains consistent.

• Use assisted revenue to protect the budget for mid-funnel campaigns that support conversions but don't close them.

Use cases

• A Facebook ad creates initial interest (First Touch) but a Google search closes the lead (Last Touch). Using Multi-Touch Attribution prevents you from accidentally cutting the Facebook budget.

• A retargeting campaign shows high assisted revenue, proving it supports conversions even if it isn't the final click.

• Agencies can use assisted metrics to demonstrate the value of awareness campaigns that are often undervalued by standard reporting.

Set up touchpoint windows

Before you analyze your data, set your touchpoint windows to match your typical customer journey. The Lead Touchpoint and Job Touchpoint windows determine how far back ServiceTitan looks for related marketing interactions.

For example, if the Lead Touchpoint Window is 30 days and a customer clicks a campaign 10 days before submitting a form, that campaign counts as an assist for that lead (as long as it was not the first or last touch).

Configure your windows

1. Go to the top toolbar and click Settings .

2. In the side panel, go to Marketing Pro > Digital Ads.

3. In the Multi-touch Attribution section, enter the number of days for your Lead Touchpoint Window. 

4. Enter the number of days for your Job Touchpoint Window. 

5. When finished, click Save.

These changes take effect immediately and update assisted metrics based on the new lookback periods.

Use attribution filters in analytics

After you set the touchpoint windows, use the attribution filters to view your data from different perspectives.

1. Go to the navigation bar and click Marketing.

2. In the side menu, click Marketing Overview.

3. On the Marketing Overview screen that opens, click the Show Data By dropdown and select an attribution model:        

   • First Touch: Credits the campaign that started the campaign journey.

   • Last Touch: Credits the campaign that immediately preceded the conversion.

   • Assigned Campaign: Uses your existing attribution settings, including manual overrides. For more, see Marketing Pro Ads Smart Attribution.

   

4. Use the Campaign Override dropdown to include or exclude manual changes made by office employees.        

   Note: Manual attribution occurs when a customer service representative (CSR) or other employee changes the marketing campaign of a job from its original setting.

   • Include Manual Attribution: The dashboard includes all manual changes.

   • Exclude Manual Attribution: The dashboard shows metrics with the original campaign assignment and ignores manual changes.

   

5. The Assisted Leads, Assisted Booked Jobs, and Assisted Revenue columns provide metrics to show supporting influence. To add these to the Performance Table:        

   1. Click Edit Columns for the Performance Table.

   2. Select these metrics:                

      • Assisted Leads: Total where a campaign was a touchpoint, even if another campaign received primary attribution.

      • Assisted Jobs: Total jobs where a campaign supported the journey but did not receive primary attribution.

      • Assisted Revenue: Total revenue from jobs where a campaign assisted but did not receive primary attribution.

   3. When finished, click Apply.

Analyze campaign performance

Use the Marketing Overview to understand how your campaigns drive conversions, create demand, and influence the customer journey.

Step 1: Identify what closes conversions

Use this view to see which campaigns directly lead to a sale or a booked job.

1. Go to the navigation bar and click Marketing.

2. In the side menu, click Marketing Overview.

3. Click the Show Data By dropdown and select Last Touch.

4. Click Apply.

5. Review your leads, jobs, and revenue performance.

Step 2: Identify what creates demand

Use this view to see which campaigns are strongest at starting a customer's journey.

1. On the Marketing Overview screen, click the Show Data By dropdown and select First Touch.

2. Click Apply.

3. Compare these results against your Last Touch data.

Step 3: Find undervalued campaigns

Identify supporting campaigns that influence customers even if they aren't the first or last touch.

1. On the Marketing Overview screen, scroll to the Performance Table.        

   Note: You can also find this table on individual campaign screens.

2. Click Edit Columns.

3. Select these columns:        

   • Assisted Leads: Total where a campaign was a touchpoint, even if another campaign received primary attribution.

   • Assisted Jobs: Total jobs where a campaign supported the journey but did not receive primary attribution.

   • Assisted Revenue: Total revenue from jobs where a campaign assisted but did not receive primary attribution.

4. Click Apply.

5. Look for campaigns with high assist numbers but low Last Touch results. High Assisted Revenue indicates the campaign has a strong influence in the middle of the sales funnel.

Interpret your results

Use these attribution metrics to understand how your campaigns drive customer success and where they sit in your marketing funnel.

High Last Touch metrics

If Last Touch is strong, your campaign is effective at closing the sale. This usually indicates a bottom-funnel driver. These campaigns typically include:

• High-intent keywords and branded search

• Strong calls to action (CTAs)

• Retargeting and specific, offer-based messaging

High First Touch metrics

If First Touch is strong, your campaign is effective at starting the customer journey. This indicates a top-funnel driver focused on discovery. These campaigns typically include:

• Brand awareness and prospecting

• Educational or inspirational creative content

• Broad discovery-based targeting

High Assisted metrics

If Assisted metrics are strong, your campaign influences outcomes even if it isn't the first or last touchpoint. This indicates mid-funnel messaging that builds trust. These campaigns help by:

• Supporting retargeting efforts

• Warming up users who eventually convert through other channels

• Providing consistent brand touchpoints during the decision-making process

Want to learn more?

• See Use Marketing Pro Ads Analytics

• See Marketing Pro Ads Smart Attribution

• See Dynamic Call Tracking using DNI Integration