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How To | Build Sourced & Influenced Event Attribution

Learn how to set up advanced attribution in HubSpot to track whether deals were sourced directly from an event or influenced by one.

Understanding the ROI of your events goes beyond basic tracking. By distinguishing between Sourced (deals created because of an event) and Influenced (pre-existing deals that interacted with an event), you gain a granular view of your marketing impact.

This approach allows you to:

  • Automatically associate deals to the correct hapily events.

  • Differentiate between new business generated and pipeline acceleration.

  • Use Association Labels to visualize the relationship between deals and events.

  • Leverage "Look Back" periods to ensure attribution accuracy.

🎥 Video Walkthrough: Watch Video

Step 1: Define Your Attribution Logic

Before building your workflows, it is important to understand the two categories of attribution used in hapily:

  1. Sourced from Event: The deal was created after the contact interacted with the event (Registration, Attendance, or Lead capture).

  2. Influenced by Event: The deal already existed before the event interaction occurred, but the contact participated in the event while the deal was open.

Step 2: Configure Automatic Deal Association

hapily can automatically link deals to events based on contact or company activity.

  1. Navigate to your hapily settings and enable Automatic Deal Attribution.

  2. Choose your attribution model: First Event, Most Recent Event, or All Events (Multi-touch).

  3. Set your Look Back Period (e.g., 90 days) to define how far in the past an event interaction remains valid for attribution.

  4. Enable Company-level Attribution to ensure that if one person from a company attends an event, the deal opened by their colleague is still attributed.

Step 3: Create the "Sourced vs. Influenced" Workflow

To move beyond standard attribution, create a Deal-based workflow to apply specific labels.

  1. Set the enrollment trigger: Deal is associated to any hapily Event.

  2. Add an action to copy the Event End Date to a custom deal property called Associated Event Date.

  3. Add a Branch action to compare dates:

    • Sourced Branch: If the Deal Create Date is after the Associated Event Date.

    • Influenced Branch: If the Deal Create Date is before the Associated Event Date.

  4. In each branch, use the Update Association Label action:

    • For the Sourced branch, apply the label: Sourced from Event.

    • For the Influenced branch, apply the label: Influenced by Event.

Step 4: Analyze Your Results

With the labels applied, you can now filter your HubSpot reports and hapily Event records.

  1. Go to a hapily Event record.

  2. View the Associated Deals table.

  3. Review the Association Label column to see exactly which deals were newly generated versus which ones were moved further down the funnel by the event.

Summary

By automating your attribution labels, you can prove the true value of your event strategy.

✅ Automatically link deals to events via contacts or companies ✅ Use date-based branching to categorize deal origin ✅ Apply Association Labels for clear CRM visibility ✅ Gain deeper insights into pipeline sourcing vs. acceleration

Next Steps: