Attribution Model
Kyroo uses a threshold-based attribution model. A deal is marked as "influenced" when the associated company has received a minimum number of ad impressions within a defined lookback window.
Default thresholds
| Platform | Default threshold |
|---|---|
| 8 impressions |
Lookback window
The lookback window determines how far back Kyroo counts impressions when evaluating whether a deal was influenced. Impressions outside this window are not counted toward the threshold. You can set it to 30, 60, 90, 180, or 365 days.
A shorter window (e.g. 30 or 90 days) is better for teams with fast sales cycles, where older ad exposure is less relevant. A longer window (e.g. 365 days) is better for enterprise sales cycles where deals take months to close.
How the lookback window applies to deals
| Deal status | Which impressions count |
|---|---|
| Open deals | Only impressions within the lookback window are counted toward the threshold |
| Closed deals (won or lost) | All-time impressions are used, so changing the lookback window does not retroactively hide closed deals |
| Frozen scores | When a deal closes, the influence score is frozen permanently. Changing the lookback window or threshold afterward does not alter the score |
Raising the impression threshold can still remove a closed deal from the influenced list if the company's all-time impressions fall below the new threshold. However, the frozen score itself is never recalculated.
How to customise
You can adjust the impression threshold and lookback window from the Attribution settings button on the dashboard, or from your organisation settings page. Changes apply across your entire organisation and take effect immediately.
When to raise the threshold
- You run high-volume, broad-reach campaigns and want stricter attribution
- You are seeing too many deals attributed and want higher confidence
When to lower the threshold
- You run targeted ABM campaigns with smaller audiences
- You are seeing zero or very few attributed deals
Engagement scoring
Every company in Kyroo receives an engagement score from 0-100. This score reflects how much a company has interacted with your ads across all campaigns.
Scoring factors
| Factor | Weight |
|---|---|
| Impression volume | 40 points |
| Engagement rate | 30 points |
| Engagement volume | 15 points |
| Campaign diversity | 15 points |
Engagement tiers
| Tier | Score range |
|---|---|
| Hot | 35+ |
| Warm | 15-34 |
| Cold | 0-14 |
Recency weighting
Recent activity counts more than older activity. Kyroo applies recency multipliers to engagement scoring:
| Time period | Multiplier |
|---|---|
| Last 30 days | 1.0x |
| 31-60 days | 0.5x |
| 61-90 days | 0.2x |
| Older than 90 days | 0.05x |
Influence scoring for deals
Each influenced deal receives an influence score from 0-100 that reflects how strongly the deal was influenced by advertising. Higher scores mean more impressions, more engagement, and more campaign diversity.
| Tier | Score range |
|---|---|
| Elite | 95-100 |
| Very High | 85-94 |
| High | 70-84 |
| Medium | 50-69 |
Impact scoring for campaigns
Campaigns receive an impact score from 0-100 based on how much pipeline and revenue they influence.
Scoring factors
| Factor | Weight |
|---|---|
| Deal count | 40% |
| Pipeline ROI | 40% |
| Revenue contribution | 20% |
Impact tiers
| Tier | Score range |
|---|---|
| High | 50+ |
| Medium | 25-49 |
| Low | 0-24 |
For more detail on how scores appear in the app, see Companies, Deals, and Campaigns.