Attribution & ROI Tracking
Knowing what actually drove the revenue.
Workflow
Step 1Touch Point Definition
ObjectiveDefine all customer touch points to track
InputCustomer journey, marketing channels, sales activities
OutputComprehensive list of touch points
Key activities
Map customer journey, identify all touch points (ads, content, sales calls, events, etc.), plan tracking for each
Decision points
Which touch points matter? Tracking feasible? Data available?
Tools: Customer journey mapping, analytics toolsRoles: Marketing (mapping), Analytics (tracking plan)
Success: All major touch points identified
Quality gate: Touch point list comprehensive and tracking feasible
Why it matters
- Without attribution you fund what's loud, not what converts. Tracking ROI is how marketing spend becomes a defensible decision.
Best practices
- Pick an attribution model you can defend.
- Attribute to revenue, not just leads.
- Reconcile to actuals.
- Reallocate budget to the winners.
Common mistakes
- Last-touch attribution funding the wrong channel.
- Attribution that never ties to closed revenue.
- A model nobody trusts.
Key questions
- Which channel truly drives revenue?
- Is the ROI calculation defensible to the CFO?
Agents that drive this
AttributionCampaign Builder
Tools we use · alternates in [ ]
Google Analytics[ Plausible, Mixpanel ]Metabase[ Looker Studio, Power BI, Grafana ]Supabase[ Postgres, Firebase ]