)
Written by
Table of Contents
“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Marketing source reports double count deals when using multi-touch attribution models or when deals have multiple associated contacts with different original sources, causing the same deal to appear in multiple channels and inflating your performance metrics.
You’ll learn how to implement single-touch attribution logic with validation checks to ensure each deal is counted exactly once across all marketing channels.
Eliminate double counting with custom attribution methodology using Coefficient
Coefficient provides complete control over attribution methodology by importing all source-related fields from HubSpot and allowing you to create custom logic that assigns each deal to exactly one primary source. This eliminates the ambiguity in HubSpot’s native attribution reporting that causes double counting.
How to make it work
Step 1. Import all source attribution fields for complete visibility.
Set up a Coefficient import that includes “Deal ID,” “Original Source,” “Recent Source,” “First Touch,” “Last Touch,” and any other attribution fields you use. This complete dataset lets you see all the touchpoints that might be causing the same deal to appear in multiple channels.
Step 2. Create custom attribution rules for single-touch assignment.
Build a calculated column called “Primary Attribution Source” that assigns each deal to exactly one channel based on your business rules. Use IF statements to prioritize paid channels over organic or implement consistent first-touch attribution: =IF(B2=”Paid Search”,”Paid Search”,IF(B2=”Social Media”,”Social Media”,C2)) where you define clear precedence rules.
Step 3. Build validation checks to ensure accurate counting.
Use COUNTIF functions on Deal ID to verify each deal appears only once in your attribution analysis. Create a validation table that compares your individual channel totals against your overall deal count – they should match exactly when using single-touch attribution. Set up conditional formatting to highlight any discrepancies.
Step 4. Create pivot tables with unique deal counting.
Build pivot tables that group by your custom “Primary Attribution Source” field and count unique Deal IDs rather than rows. This ensures accurate channel performance metrics that eliminate the double counting issues present in HubSpot’s native multi-touch attribution reports.
Get attribution metrics you can actually trust
Single-touch attribution with validation checks eliminates double counting and provides reliable marketing channel performance metrics instead of inflated numbers that skew your analysis. Start building attribution reports with accurate deal counting across all channels.
