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The single most quotable attribution finding we know of: across 620 declared-intent conversions and 21.5 million dollars of closed-won revenue, self-reported data credited podcasts with 53 percent of revenue and the software credited them with 0 percent.
Refine Labs Study Confirms Measurement Gap in Software-Based Attribution & Releases Hybrid Attribution Framework
From Refine Labs 12 min read
- Over 12 months, 620 declared-intent conversions and $21.5M in closed-won ARR showed a 90 percent gap between software attribution and what buyers said.
- Self-reported attribution gave podcasts 53 percent of revenue ($11.4M); software attribution gave them 0 percent.
- The fix is hybrid: ask buyers directly on the form and reconcile that against software, since dark social never shows up in the tool.
- Its main use is showing executives that demand creation has business value, not just demand capture.
