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Person vs Account attribution

Company-linked journeys, Account grain on Attribution and Ask, and honest limits on IP/email company matching.

Intently credits journeys at Person grain by default. When company identification is on your plan, you can switch to Account grain so credit rolls up across people and sessions linked to the same company.

Open Attribution and use the Person / Account toggle in the report toolbar. Save a workspace default under Attribution settings → Person vs Account grain.

Feature key: company_identification (requires marketing attribution).

What each grain means

GrainWho gets creditBest for
Person (default)The converting visitor’s own sessions inside the lookbackAuditable multi-touch, ecommerce, lead forms where one person is the unit
AccountAll sessions linked to the same company as the conversion (coworkers + anonymous company visits)B2B buying committees, “which companies progressed,” account-level funnel views

Account grain is a report lens. Stored first/last touch on each conversion still reflects person-level ingest; flipping grain recomputes credit for the report you are viewing.

When Account grain is selected but a conversion has no company link, Intently falls back to the person journey and labels that in the Journey inspector.

How a company gets linked

Sessions (and later conversions) can attach to a Marketing company in two ways:

  1. Email domain — when identity includes a work email (e.g. alex@acme.com), the company is acme.com.
  2. Company IP — when IP capture is allowed and the visit resolves to a business (not ISP / hosting / residential), the session links to that company.

Consumer email providers, private IPs, VPNs, and home broadband often do not produce a company. That is expected — never treat company coverage as a percentage of all traffic.

Linked companies appear as chips on the Journey inspector (name · domain). Account grain then includes sibling sessions for that company when scoring the conversion.

Using Account grain on Attribution

  1. Open Attribution (summary, funnel, conversions, compare — same toggle).
  2. Set grain to Account. The URL includes ?grain=account.
  3. Compare the same model and lookback under Person to see how credit shifts when coworkers and anonymous company visits are included.
  4. Expand a conversion → Journey inspector: company chip, grain label, and fallback note when unlinked.

Funnel stage board

The visit → lead → demo → deal → closed-won board uses the active grain. Under Account grain, visits and stage credit reflect company-linked sessions, so B2B drop-off reads closer to “which accounts progressed” than “which cookies progressed.”

See Marketing attribution → Funnel stage board.

Ask AI and MCP

Ask AI grounds answers on the active grain (from the Attribution toggle when you launch Ask there, or your saved default). Company-aware starters appear when company identification is on your plan, for example:

  • How does channel credit change under Account vs Person grain?
  • Which identified companies show up most in converting journeys?
  • How does the visit → lead → closed-won funnel look at account grain?

Answers cite attributionGrain, company links, and funnel stage totals from ground truth — they do not invent match rates or dual-grain comparisons in one answer. Flip the grain and ask again to compare.

Read-only MCP tools accept an optional grain argument (person | account) and expose funnel stage board + identified companies for the same lens.

IP lookup metering

Anonymous company resolve (IP path) is metered per account. Defaults are 1,000 lookups/day and 15,000/month (UTC). Cached IPs and email-domain links do not consume the meter. When the soft cap is reached, new IP resolves pause for that account until the period resets; Attribution settings shows today/month usage.

Honest limits

  • Person remains the product default — Account is opt-in per report or setting.
  • Match quality varies; ISP and hosting traffic are rejected on purpose.
  • Account grain does not rewrite historical first/last touch IDs on the conversion row.
  • Dreamdata-style “exclude Direct from this model” or LinkedIn impression credit sliders are not part of this feature — see Marketing attribution for Intently’s model list.

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