Our newsletterIndustry surveyPartnerStack, 2026
42% of B2B SaaS companies credit partner revenue with multi-touch attribution
Performance measurement
Attribution methods used to credit partners in the customer journey
Attribution methods used to credit partners in the customer journey| Attribution method | Share of respondents (%) |
|---|---|
| Multi-touch attribution | 42% |
| First-touch attribution | 31% |
| Last-touch attribution | 19% |
| Other methods or no attribution tracking | 8% |
- Reader Note:
- Survey of 100 senior leaders at B2B SaaS companies ($50M+), run in summer 2025 by PartnerStack, which sells partner-program software, with Wynter. Respondents named the method they use to credit partner-influenced revenue: multi-touch across the whole customer journey 42%, first-touch (the partner who first influenced the deal) 31%, last-touch (the partner involved right before close) 19%, other methods or no tracking 8%. This shows which methods are in use, not which one works better.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of 100 senior B2B SaaS leaders, including marketing executives, partnerships professionals, and revenue leaders; sampling method not clearly disclosed.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source says how much it looked at, but not how any of it was chosen.
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