Are you focusing on the wrong channels? Find out with full-funnel attribution

When budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working. It’s all too easy to overlook channels that are flying under the radar, but playing a crucial role in the customer journey.

Full-funnel visibility gives you the complete picture of how all your channels work together to drive leads and sales. Armed with that knowledge, you can achieve 100% attribution to prove the value of your efforts and spend in precisely the right areas.

So, let’s take a look at how a platform like Mediahawk can help you move from guesswork to knowledge – and from reporting channel performance to optimising it.

We need to talk about marketing attribution

Which campaign influenced a customer’s buying decision? Which content convinced the customer to take the next step? And which phone calls helped seal the deal?

Questions like these are tough for most marketers to answer. In fact, Mediahawk’s 2026 ‘State of call tracking’ survey revealed that 69% of marketers see achieving 100% attribution as a challenge.

“It’s understandable that most marketers find full-funnel attribution so difficult,” says Faye Thomassen, Head of Marketing at Mediahawk. “When reports only look at the first and last clicks, marketers are only seeing a tiny part of the real picture. Between those clicks, there’s a complex journey of online and offline interactions that build influence and drive buying intent.”

With the marketing attribution capabilities in Mediahawk, it’s much easier to measure, understand, and optimise the impact of your efforts. You can see what works at every touchpoint, in every channel – including offline channels like phone calls.

Make smarter spending decisions

Mediahawk’s call tracking software provides the data you need to make spending decisions with confidence.

With trackable phone numbers for online and offline campaigns, you can attribute every call.

That knowledge helps you assess – and improve – channel performance and demonstrate the return on your investments.

For example, PPC call tracking gives you a clear view the relationship between your campaigns, keywords, calls, and conversions. When you understand what leads to inbound calls – and the types of people who call rather than click – you can make smart decisions about where to use your budget.

At Dormy Care Communities, an award-winning residential care group, call tracking helps the team understand paid ad performance in granular detail. “With the trackable numbers in our paid ads […] we’ve been able to see what interest we’re getting from different demographics and whether we want to continue running certain adverts or not,” says the group’s marketing director. “Since implementing this, we can spend budget much more wisely, by switching off or tweaking the ads that aren’t delivering a return and pushing more budget into the ads that are working.”

Identify what drives conversions

When you can visualise the entire customer journey across online and offline channels, you can see where key conversion moments happen and what leads to drop-offs.

Our advanced User Journey feature provides this clarity by unifying data from all online and offline touchpoints into a single view of customers’ paths to purchase.

With full-funnel visibility of conversion paths, you can see what’s having an impact and double down on what works. You can also see where there’s room for improvement, such as optimising a landing page to increase conversions.

“Marketers now finally have a way to see the full picture of their customers’ paths,” says Michael Morrell, CEO of Mediahawk. “Our User Journey feature allows marketers to make smarter spending decisions faster, based on a clear view of what’s working, what’s underperforming, and which channels are driving meaningful engagement.”

“Our User Journey feature allows marketers to make smarter spending decisions faster, based on a clear view of what’s working, what’s underperforming, and which channels are driving meaningful engagement.”
– Michael Morrell, CEO, Mediahawk

Achieve 100% marketing attribution

Complete marketing attribution means connecting every lead and sale to key moments in multichannel customer journeys. With the full picture of channel performance, you can make every campaign work harder and find the channel mix that gives you the best results.

For example, Sales Matching helps you understand which channels are contributing to revenue generation so you can justify marketing spend by linking your efforts directly to sales.

And even more importantly, it allows you to make strategic decisions and switch up your tactics based on real-world evidence of what works.

It’s a feature that Dick Lovett, the premium car deal group, uses to achieve 100% marketing attribution and invest in the right channels. “By using Mediahawk’s Sales Matching, we can see which channel has had a part to play within the sales journey,” says Russell Brown, Group Marketing Manager at Dick Lovett. “This allows us to keep a much closer eye on how our budget is being spent.”

“By using Mediahawk’s Sales Matching, we can see which channel has had a part to play within the sales journey. This allows us to keep a much closer eye on how our budget is being spent.”
– Russell Brown, Group Marketing Manager, Dick Lovett

Summary

Complete, full-funnel visibility of channel performance lets you confidently direct your ad spend to where you know it will bring the biggest return.

Instead of simply diverting spend from marketing that doesn’t convert, you can prove how it builds momentum on the conversion journey. Instead of pulling the plug on a campaign, you can fine-tune your messaging based on what works at each touchpoint. And instead of a blinkered ‘first click, last click’ view, you can use detailed insights to understand how your entire marketing mix works together to achieve results.

This blog was first published in April 2018. It was last revised and updated in April 2026.