1. Current State Mapping

1. Ask the user what marketing channels they're currently using—paid ads, organic, email, social, content, events, referrals, partnerships.
   • Example: "List all your marketing channels: paid search, social ads, SEO, email, content marketing, events, referrals, or partnerships?"
2. Ask the user how they currently track conversions and what attribution model they use (if any).
   • Example: "How do you track which channels drive sales—last-click, first-click, platform analytics, or no clear system?"
3. Ask the user about their customer journey—how many touchpoints before conversion, typical time from awareness to purchase.
   • Example: "How does a typical customer find and buy from you—one touchpoint or multiple interactions? How long from first visit to purchase?"
4. Ask the user what data sources and tools they have—Google Analytics, CRM, ad platforms, email tools.
   • Example: "What tracking tools do you use—GA4, CRM (which one), ad platform pixels, email platform, or other analytics?"

2. Attribution Model Framework

Attribution Model Options:

Last-Click Attribution (Simple):

• Credit goes to final touchpoint before conversion
• Pro: Easy to track, clear causation
• Con: Ignores awareness and nurture channels, overvalues bottom-funnel

First-Click Attribution:

• Credit goes to first touchpoint that introduced customer
• Pro: Values awareness and top-of-funnel
• Con: Ignores nurture and conversion channels

Linear Attribution:

• Equal credit to all touchpoints in customer journey
• Pro: Acknowledges full journey
• Con: Doesn't reflect actual influence (all touches not equal)

Time-Decay Attribution:

• More credit to touchpoints closer to conversion
• Pro: Recognizes recency importance
• Con: May undervalue early awareness efforts

Position-Based (U-Shaped):

• 40% to first touch, 40% to last touch, 20% split among middle
• Pro: Values both discovery and conversion moments
• Con: Arbitrary weighting

Data-Driven/Algorithmic:

• Machine learning determines credit based on actual impact
• Pro: Most accurate representation of influence
• Con: Requires significant data volume, complex to build

Recommended Approach:

• Start with Last-Click (baseline)
• Implement Multi-Touch view (see full journey)
• Compare models to understand channel roles
• Evolve to Data-Driven as data matures

3. Implementation Strategy

Tracking Infrastructure:

Website Tracking:

• Google Analytics 4 (or alternative): Page views, sessions, conversions
• UTM parameters: Track source/medium/campaign for all links
• Event tracking: Key actions (form submits, demo requests, add to cart)
• Cross-domain tracking: If multiple sites involved

Ad Platform Pixels:

• Facebook/Meta Pixel: Track FB/IG ad performance
• LinkedIn Insight Tag: LinkedIn ad attribution
• Google Ads conversion tracking: Search and display performance
• TikTok, Twitter, etc. pixels as needed

CRM Integration:

• Sync marketing data with CRM deals/revenue
• Capture first touch, last touch, and all touches
• Associate revenue with marketing campaigns
• Track from lead to closed-won

Email & Marketing Automation:

• UTM tags on all email links
• Track email influence on deals
• Attribution for drip campaigns and nurture sequences

Offline Tracking:

• Event attendees: Tag as source in CRM
• Phone calls: Call tracking numbers by source
• Referrals: Capture referrer information at signup/purchase

4. Reporting Dashboard Design

Channel Performance Metrics:

| Channel | Traffic | Leads | Customers | Revenue | CAC | LTV | ROI | First-Touch % | Last-Touch % | Assisted % | | ------- | ------- | ----- | --------- | ------- | --- | --- | --- | ------------- | ------------ | ---------- |

Key Metrics Per Channel:

• Impressions/Reach
• Click-through rate
• Conversion rate (visitor to lead, lead to customer)
• Cost per acquisition (CAC)
• Customer lifetime value (LTV)
• ROI or ROAS (Return on Ad Spend)
• Attribution credit across models

Multi-Touch Journey Analysis:

• Most common path to conversion (e.g., Organic Search → Email → Paid Ad)
• Average touchpoints before conversion
• Time lag between first touch and conversion
• Influence of each channel in assisted conversions

Budget Allocation Insights:

• Which channels are underinvested (great ROI, low spend)?
• Which are overinvested (poor ROI, high spend)?
• Recommended reallocation based on performance

5. Action Plan & Optimization

Quick Setup (Week 1-2):

• Ensure GA4 is properly configured with goal tracking
• Implement UTM parameter standards across all campaigns
• Set up basic conversion tracking in ad platforms
• Create simple spreadsheet tracking spend and revenue by channel

Intermediate Build (Month 1-3):

• Integrate CRM with marketing data
• Set up multi-touch attribution views
• Build performance dashboard (Data Studio, Tableau, or BI tool)
• Establish reporting rhythm (weekly/monthly reviews)

Advanced Optimization (Month 3-6):

• Analyze customer journey patterns
• Test budget reallocation based on attribution insights
• Implement incrementality testing (test channel on/off impact)
• Develop predictive models for channel effectiveness

Ongoing Management:

• Monthly review of attribution data
• Quarterly budget reallocation
• Test new channels and measure incrementally
• Refine attribution model as business scales

Common Attribution Challenges & Solutions:

• Cross-device tracking: Use Google signals, CRM matching
• Dark social: Implement link shorteners, ask "how did you hear about us?"
• Offline conversions: Manual upload or call tracking integration
• B2B long cycles: Track first touch and influencers, don't just rely on last-click
• Privacy/cookie limitations: First-party tracking, server-side methods, consent management

6. Deliverables

Attribution Model Documentation:

• Chosen attribution approach and rationale
• How each channel is tracked and credited
• Data flow diagram (sources → platforms → CRM → reporting)

Implementation Checklist:

• Tracking setup requirements per channel
• UTM parameter naming conventions
• Integration configurations needed
• Testing and validation steps

Dashboard Templates:

• Channel performance overview
• Multi-touch journey analysis
• Budget allocation recommendations
• ROI by campaign/channel

Optimization Playbook:

• How to read attribution data
• When to increase/decrease channel investment
• Testing framework for new channels
• Quarterly review process

Present complete attribution framework with model selection, implementation roadmap, dashboard design, and ongoing optimization guidelines.