CRM Outcome Sync & Attribution Engine
CRM Outcome Sync & Attribution Engine
NurtureHub v1.0.71 introduces automatic CRM outcome sync and a configurable multi-touch attribution engine, connecting your email campaign activity directly to pipeline outcomes and revenue.
Overview
Previously, NurtureHub tracked engagement signals (opens, clicks, intent scores) but had no visibility into what happened downstream in the CRM. The attribution engine closes that loop: outcome data flows from your CRM into NurtureHub, touchpoints are linked to those outcomes via a configurable attribution model, and attributed revenue is calculated across every dimension of your campaign activity.
CRM Outcome Sync
Supported Outcome Types
The following pipeline outcomes are synced from the connected CRM:
- Valuations booked
- Viewings arranged
- Instructions won
- Tenancies agreed
- Offers accepted
Outcomes are matched to NurtureHub contacts using the shared contact identifier established during CRM integration. No additional mapping configuration is required for supported CRM connections (agentOS, Reapit, Alto, Street, Loop).
Sync Behaviour
- Outcomes are pulled into the NurtureHub analytics data model as they are recorded in the CRM.
- Each synced outcome is timestamped and linked to the relevant contact and, where applicable, their active or most recent nurture journey.
- Historical outcomes recorded in the CRM prior to connecting NurtureHub are not back-filled automatically.
Manual Outcome Entry
For outcomes that are not captured by the CRM — for example, a deal closed via a phone call that was never logged — agents can record outcomes manually.
How to Record a Manual Outcome
- Open the contact record in NurtureHub.
- Navigate to the Outcomes tab.
- Select Add Outcome.
- Choose the outcome type, enter the associated value (optional), and confirm the date.
- Save. The outcome is immediately included in attribution calculations.
Manual outcomes are visually distinguished from CRM-synced outcomes in the analytics views but are treated identically by the attribution engine.
Multi-Touch Attribution
How Attribution Works
When an outcome is recorded (either synced from the CRM or entered manually), the attribution engine looks back at the contact's engagement history within NurtureHub and identifies all qualifying touchpoints — email opens and link clicks — that preceded the outcome. Credit for the outcome is then distributed across those touchpoints according to the active attribution model.
Attribution Models
Three models are available. The active model is configured at the account level.
Last-Touch (default)
100% of outcome credit is assigned to the most recent touchpoint before the outcome was recorded. This model is the simplest and works well when the final interaction is the decisive one.
First-Touch
100% of outcome credit is assigned to the earliest touchpoint in the journey. This model is useful for understanding which campaigns or emails are best at initiating high-value contacts.
Linear
Outcome credit is divided equally across every touchpoint recorded between the first campaign interaction and the outcome. This model gives a balanced view of the full journey's contribution.
Changing the Attribution Model
- Go to Settings → Analytics → Attribution Model.
- Select Last-Touch, First-Touch, or Linear.
- Save. Attribution figures across all reports are recalculated immediately using the new model.
Note: Changing the attribution model affects all historical and future attribution data. The change is reversible at any time.
Attributed Revenue Reporting
Once outcomes are synced and an attribution model is active, attributed revenue is surfaced across four reporting dimensions:
Per Journey
Shows the total attributed outcome value generated by each individual nurture sequence. Use this to identify which journeys are producing the highest-value results.
Per Email
Breaks attribution down to the individual email level within a journey. Identifies which specific emails are the most influential touchpoints — useful for refining subject lines, send timing, and content.
Per Category
Aggregates attributed outcomes across NurtureHub's twelve contact categories (e.g. Seller, Landlord, Buy-to-Let Investor, Active Tenant). Shows which contact types are converting at the highest rates and values.
Per Agent Persona
Segments attribution by the agent persona used to generate nurture sequences. Enables branch managers and team leads to compare performance across different agents' branded content.
Supported CRM Connections
| CRM | Outcome Sync Supported |
|---|---|
| agentOS | ✅ |
| Reapit | ✅ |
| Alto | ✅ |
| Street | ✅ |
| Loop | ✅ |
For CRMs not listed above or connected via the open API, manual outcome entry is available as a fallback.