Building a Multi-Touch Revenue Attribution Model for a Marketing Agency

"We spent three years guessing which channels worked. Celumai gave us actual data. The attribution model paid for itself in the first month of optimised spend."

— Head of Growth, Digital Marketing Agency

The agency ran campaigns across 8 channels for clients while also marketing themselves. Their HubSpot had correct contact data but no UTM discipline, broken form integrations losing source data, and a single-touch last-click attribution model that credited everything to Direct.

We rebuilt the UTM capture architecture across all forms and landing pages, implemented a custom multi-touch attribution model using HubSpot custom objects, connected offline touchpoints (events, referrals) via API, and built a revenue attribution dashboard showing influenced and sourced revenue by channel, campaign, and rep.

Paid social attribution increased from 3% to 22% of influenced pipeline. The agency reallocated £180k of annual marketing spend based on actual attribution data. Email nurture was identified as the highest ROI channel and budget doubled.

Is this familiar?

HubSpot challenges in Professional Services — what we see most often

Businesses in Professional Services running HubSpot often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. HubSpot is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in HubSpot implementations and rescues for Professional Services businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.