A marketing management system interfaces with a sales platform, company servers, and various other sources of data to obtain information about leads, programs in various channels, interactions, and opportunities. The system provides a user interface that enables users to define metadata tags for marketing programs to indicate various common aspects of the programs, such as program success criteria, parent program, acquisition program for a lead, and the like. This metadata-based tag system allows for comparison of marketing programs in different channels, facilitating cross-channel analytics otherwise unavailable to users of the marketing management system. One type of cross-channel analytics includes the accurate attribution of marketing contributions to revenue generation and lead acquisition.
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