Method
A sequence that keeps campaign analysis honest
Before we design marketing attribution dashboards, we settle definitions, repair measurement hygiene, and agree which decisions the views must support.
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Decision map
List the weekly and monthly questions leadership asks about channel contribution. Drop anything that does not have an owner or a meeting. This map becomes the dashboard brief.
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Conversion contracts
Write shared definitions for lead, opportunity, order, and revenue. Finance and marketing both sign. Without this step, attribution models become political.
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Measurement hygiene
Audit UTMs, pixels, thank-you events, and CRM source fields. Fix the breaks that would make any model look clever and wrong.
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Model choice
Select last-click as control, plus a primary multi-touch approach that matches sales-cycle length. Document lookback windows and known exclusions.
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Dashboard handoff
Build in your BI stack, train analysts on refresh routines, and leave a one-page caveat strip so board packs stay grounded.
Where this method fits
It suits teams with at least three active paid channels, a CRM or commerce system that stores source data, and a willingness to pause debates until definitions are written down.
It is a poor fit if you need overnight creative production, media buying, or a hosted analytics product. We deliver the engagement; you keep the stack.
