Context

When analyzing pipeline generation and attribution in Unify, you may need to understand how the platform categorizes pipeline creation as either direct or indirect. This distinction helps you measure the impact of your outreach efforts and understand different ways Unify contributes to opportunity generation.

Answer

Unify categorizes pipeline attribution into two types based on how the opportunity was generated:

Direct Pipeline: The amount of pipeline generated directly attributable to Unify. Criteria for direct attribution include:

• If the Person associated with the Opportunity was prospected by Unify

• If Unify prospected anyone from the Company associated with the Opportunity

• If a Person from the Company associated with the Opportunity replied to a Unify Sequence

Indirect Pipeline: The amount of pipeline generated indirectly attributable to Unify. Criteria for indirect attribution include:

• If Unify ran a Play on the Company within a 90-day lookback window before the Opportunity was created

This attribution model helps you understand both the immediate impact of your prospecting efforts (direct) and the broader influence of your outreach activities on pipeline generation (indirect).

Once your CRM is connected, Unify automatically reads your deals approximately every 15 minutes to evaluate attribution.