Channel Attribution
Giving each channel credit — and budget — honestly.
Workflow
Step 1Touch Point Def
ObjectiveDefine every touchpoint.
InputCustomer journey
OutputTouchpoint map
Key activities
Map all channels and interactions
Decision points
Do we see the whole journey?
Tools: MappingRoles: Analytics · marketing
Success: Touchpoints mapped
Quality gate: Go: complete. Loop back: blind.
Why it matters
- Budget follows attribution. The right model prevents funding the channel that looks busy but doesn't convert.
Best practices
- Pick a model you can defend — and that fits your sales cycle.
- Attribute revenue, not just leads.
- Reconcile to actuals.
- Reallocate budget to the winners.
Common mistakes
- Last-touch attribution funding the wrong channel.
- Attribution that never reconciles to closed revenue.
- A model that changes with the wind.
Key questions
- Which channel truly drives revenue, by the evidence?
- Is the attribution 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 ]