Influencer attribution refers to the process of tracking and measuring the impact that influencers — such as creators, subject matter experts or social media advocates — have on marketing outcomes like clicks, leads, conversions or qualified pipeline. This attribution helps brands understand which influencers are driving meaningful results and how to allocate budget, optimize strategy or deepen relationships accordingly.

In B2B SaaS, influencer attribution often involves using tracking links, UTM parameters, CRM tagging, first-party cookies or unique referral codes to identify how influencer-generated content contributes to measurable engagement, lead quality and overall deal progression. Some programs also track softer metrics like brand sentiment, post engagement or share of voice in specific segments to complement performance data.

Effective influencer attribution enables marketing teams to distinguish between influencers who drive top-of-funnel visibility and those who influence decision-making further down the pipeline — allowing for more targeted content strategies, performance-based incentives and higher marketing ROI.

As influencer marketing in B2B matures, clear attribution helps validate its impact, justify investment and prioritize high-performing collaborators across broader partner and creator ecosystems.