The two factors that the Architect should consider while setting up FT and MT attribution reports on Revenue Explorer are that credit is split evenly, and credit cannot be given for something that happened in the past, and that FT attribution answers,“Which programs are good at acquiring profitable new names?” and MT attribution answers, “Which programs are most influential in moving people forward in the sales cycle over time?”. These factors will help the Architect to understand and apply the logic and purpose of each attribution model. Credit is split evenly means that each program that a person interacted with in their journey will receive an equal share of credit for influencing the opportunity or revenue outcome, regardless of the timing or impact of the interaction. Credit cannot be given for something that happened in the past means that a person must have interacted with a program before becoming an opportunity or a customer, otherwise the program will not receive any credit for influencing the outcome. FT attribution answers, “Which programs are good at acquiring profitable new names?” means that this model assigns 100% credit to the first program that a person interacted with before becoming a known lead, which measures how well a program is generating new leads for the pipeline. MT attribution answers, “Which programs are most influential in moving people forward in the sales cycle over time?” means that this model assigns partial credit to multiple programs that a person interacted with throughout their journey from lead to opportunity to customer, which measures how well a program is influencing and nurturing leads along the funnel stages.

References: https://docs.marketo.com/display/public/DOCS/Attribution+Models https://docs.marketo.com/display/public/DOCS/First+Touch+Attribution https://docs.marketo.com/display/public/DOCS/Multi-Touch+Attribution