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Change Attribution Settings for Analytics change-attribution-settings-for-analytics

Last update: May 12, 2026

You can change the way Marketo ties contacts to opportunities for first- and multi-touch attribution, lead conversion metrics, and the marketing-influenced opportunity flag.

  1. Go to the Admin area.

  2. Click Revenue Cycle Analytics.

  3. Click the Edit link under Attribution.

    note tip
    TIP
    Changing this setting does not modify any Marketo data; it changes the way your reports run. This can be reverted at any time.

  4. Select an option and click Save.

    note
    NOTE
    Definition
    Explicit: Only contacts with roles (default).
    Hybrid: Contacts with roles if available. If none are available, it uses all contacts in accounts.
    Implicit: All contacts regardless of role.
CAUTION
When using Implicit, Marketo will always examine all contacts associated to the account regardless of role. Marketo strongly recommends using Explicit mode. Using Implicit may create false positives; i.e., people with credit for an opportunity despite having no real influence in the opportunity. Use Implicit with caution.
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