Reference table
Attribution methods compared
Software, form fields and interviews for B2B marketing
A comparison of three ways to learn where B2B buyers came from. Software attribution is consistent but sees only tracked clicks, a form field is cheap but shallow, and interviews capture the story behind the decision. Use it to decide which method answers which question.
Where this appears
What's in this reference table
| Software attribution | Form field | Koji interviews | |
|---|---|---|---|
| Depth of answer | Clicks and sessions only | One word, or blank | The full story, with follow-ups |
| Sees dark social | Rarely | Partly | Yes, buyers name the sources |
| Explains why | No | No | Yes, in their own words |
| Analysis effort | Low | Free text to code by hand | Themes and quotes built in |
| Consistency | Same rules for everyone | Varies by who fills it in | Same questions every time |
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<a href="https://www.koji.so/visuals/attribution-methods-compared-for-b2b-marketing"><img src="https://www.koji.so/visuals/attribution-methods-compared-for-b2b-marketing/attribution-methods-compared-for-b2b-marketing.png" alt="Table comparing software attribution, a form field and Koji interviews on depth, dark social, why, analysis effort and consistency." width="1200" height="720" /></a>
<p>Source: <a href="https://www.koji.so/visuals/attribution-methods-compared-for-b2b-marketing">Attribution methods compared</a>, Koji</p>
