Salesforce
HubSpot
Claude
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GA4
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Marketo
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Audit Fox
Services
Tech & IT
Rebuilding First-Touch Attribution Across HubSpot and Salesforce for Thomas
Company overview
Thomas is North America's leading product sourcing and supplier discovery platform, connecting procurement professionals, engineers, and buyers with a network of 500,000+ vetted industrial, manufacturing, and MRO suppliers.
Industry
Tech & IT
Headquartered
New York, US
Challenge
A data gap hiding in plain sight, on the company's biggest lead source.
First-touch data was overwritten, not missing
Every subsequent form fill: like "List Your Business," silently replaced a lead's original campaign source, leaving no record of what actually drove the first conversion.
"Offline" stood in for real attribution
With no mechanism to preserve first touch, the majority of Thomas' largest lead segment defaulted to a blanket "Offline" tag, making campaign ROI conversations guesswork.
The root cause spanned five layers of the stack
What looked like a missing-UTM symptom actually traced through Snowflake, Segment, HubSpot, and Salesforce — no single team or system owned the full picture.
Solution
A channel-attribution system built from scratch, across HubSpot and Salesforce, delivered through structured discovery rather than a static SOW.
Discovery before a single line of workflow
RevX ran structured discovery calls and shadowing sessions with Marketing, Data Engineering, Engineering, Data Analytics, and the Salesforce team before proposing a fix — coordinating across five teams rather than working in isolation.
New attribution properties, built to survive a second touch
Custom HubSpot properties were created to capture first- and last-touch data at the page and campaign level, populated by a purpose-built workflow using native properties and source data (Organic, Direct, Paid, etc.).
Attribution synced through to every downstream object
Corresponding properties were built in Salesforce, with automation passing attribution data from Lead to Account, Contact, and Opportunity — then tested, validated, and documented end-to-end.
Impact
A blanket "Offline" tag replaced with real, channel-level attribution — on the company's single largest source of new leads.
Unlocked reporting Thomas had called "impossible"
Campaign-level pipeline attribution at the Account and Opportunity level, and ROI conversations that were previously guesswork, are now answerable.
Caught two silent bugs before they shipped
Two logic errors were found and fixed pre-launch that would have permanently excluded 40,000+ contacts from correct attribution had they gone unnoticed.
Sales gets a real signal instead of guesswork
Reps now see an actual lead source instead of "Offline" on the company's biggest lead segment.
In Action
