Measurement Guide

Marketing Attribution Setup

You cannot optimize what you cannot measure. This workflow attributes leads and revenue to their sources.

Marketing Attribution Setup

Marketing Attribution Setup addresses without attribution, the business cannot tell which marketing efforts produce leads and revenue, so it spends blindly. The workflow combines process, automation, and human review to resolve it.

You cannot optimize what you cannot measure. This workflow attributes leads and revenue to their sources.

Problem definition

Without attribution, the business cannot tell which marketing efforts produce leads and revenue, so it spends blindly.

Observable symptoms

✓The problem recurs despite effort
✓No systematic approach to resolution
✓Manual workarounds that do not scale
✓Unclear ownership or accountability

Likely causes

✓No defined process for the problem
✓Manual handling that varies by person
✓No automation to enforce consistency
✓No review or measurement of outcomes

Required inputs

✓A defined process for the workflow
✓A system to track and enforce it
✓Clear ownership
✓Measurement of outcomes

Recommended workflow

Follow this sequence to address the problem systematically.

✓Define the sources and channels to track
✓Add tracking to every entry point
✓Capture source data into the CRM at inquiry
✓Tie leads to revenue through the pipeline
✓Review attribution regularly to reallocate spend
✓Reconcile attribution against actual outcomes

Automation boundaries

Automation captures source data and generates reports. The interpretation, reallocation decisions, and handling of multi-touch journeys require human judgment.

Human review requirements

A person interprets the data, decides reallocation, and handles the complexity of multi-touch attribution where no single source deserves full credit.

Risks

Last-click attribution undervalues top-of-funnel efforts. Consider a model that credits multiple touches for a more accurate picture.

Limitations

No workflow is perfect. Continuous review and refinement based on outcomes is essential to keep it effective.

Measurement criteria

Track the occurrence of the problem before and after, the time to resolution, and the outcomes of the workflow.

Frequently Asked Questions

What is the simplest attribution model?

First-touch or last-touch attribution credits a single source. It is simple but incomplete. A multi-touch model is more accurate but more complex.

How do we track offline sources?

Use dedicated phone numbers, coupon codes, or ask 'how did you hear about us' at intake. Offline sources need a manual or semi-automated capture path.

Is attribution ever fully accurate?

No. Attribution is an approximation, especially with multi-touch journeys. The goal is a directionally accurate picture that improves decisions, not perfection.