UTM hygiene before you trust any attribution model
Broken parameters and inconsistent campaign names quietly wreck multi-touch reports. Here is a practical naming discipline used with Hong Kong retail and B2B teams.
Field notes
Notes from live attribution work
Short pieces on marketing attribution dashboards and campaign analysis—written from engagements, not from generic productivity advice.
Reconciling ad platform conversions with CRM wins
Meta and Google often claim more leads than your sales team closed. A reconciliation habit keeps campaign analysis honest without dismissing platform data entirely.
When last-click still helps a Hong Kong marketing team
Multi-touch is not automatically more truthful. For short purchase cycles and clear promo calendars, last-click remains a useful control view beside richer models.
Dashboard questions to settle before you design charts
Pretty visuals do not fix unclear decisions. Agree the weekly questions your attribution views must answer, then design the charts around those moments.