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B2B attribution patterns
Open-license dataset of typical journey shapes for 12 B2B verticals — with derived paid-credit fractions under three common attribution models.
Schema
| Column | Type | Description |
|---|---|---|
vertical | string | B2B sub-vertical (saas_self_serve, fintech_b2b, etc.) |
typical_touchpoints | integer | Median touchpoint count in the buyer journey |
paid_position_range | string | Range where paid Google Ads typically appears in the journey |
sales_cycle_days | integer | Median time from first touch to closed-won |
recommended_model | string | Attribution model with the best fit for the journey shape |
linear_paid_credit_pct | integer 0–100 | Paid’s credit share under linear (1/N) |
u_shaped_paid_credit_pct | integer 0–100 | Paid’s credit share under U-shaped 40/20/40 |
time_decay_paid_credit_pct | integer 0–100 | Paid’s credit share under exponential time-decay (7-day half-life) |
notes | string | Qualitative context per vertical |
Methodology & sources
Constructed from a blend of: published B2B buyer-journey research (Gartner, Forrester, RAIN Group); HubSpot State of Marketing reports (2024–2025); platform-published attribution case studies (Dreamdata, HockeyStack benchmarks); operator data across ~30 B2B accounts the maintainer has worked with. Touchpoint counts and paid-position ranges are medians, not means — outliers excluded.
Credit fractions are derived analytically from the journey-shape assumptions, then validated against actual platform-reported attribution where available. The dataset is published as directional reference, not a substitute for measuring your own journey.
Use
Cite as: Oza, D. (2026). B2B Attribution Patterns by Vertical. myroascalculator.com. CC-BY 4.0.