Unknown is not zero.
B2B.ID connects advertising to outcomes where it holds the evidence, and says so plainly where it doesn't. That honesty is the point: a measurement system that quietly claims everything is a measurement system you can't use to make decisions.
Where evidence ends
Attributable on B2B.ID
- Impressions delivered by a campaign
- Clicks recorded on the ad unit
- Actions taken on B2B.ID after the click
- Opportunities recorded on the platform, where they exist
Outside the evidence
- Conversations that moved to email or phone
- Meetings, calls and introductions made off-platform
- Deals closed in your own systems
- Brand effects that show up months later
Three sentences worth remembering
Unknown is not zero.
Uninstrumented is not unsuccessful.
No attributed opportunity does not mean no business happened.
The attribution B2B.ID reports is limited to platform-observed evidence. Treat it as one honest input to your decision, alongside your own pipeline data.
Attribution, answered
Does B2B.ID attribute every deal my ads influenced?
No. It attributes what it can observe on the platform. Conversations that move to email, phone calls or in-person meetings sit outside that evidence, and we won't claim credit we can't show.
My campaign shows no attributed opportunity. Did it fail?
Not necessarily. No attributed opportunity means B2B.ID did not observe one, not that no business resulted. Read it alongside delivery and your own pipeline.
Can I use a last-click model from another tool alongside this?
Yes. B2B.ID reports what happened inside B2B.ID. Combining that with your own analytics is sensible, and comparing the two honestly is more useful than trusting either alone.
Is attribution retroactive if an outcome is recorded later?
Attribution reflects the evidence the platform holds at the time you look. As more of a relationship is recorded on B2B.ID, more of it becomes visible.
Start advertising where business context is the targeting.
Create your B2B ID, build a campaign around the businesses and contexts you want to reach, and see exactly what your spend delivered.