GUIDE
At low volume most attribution models tell you nothing. This guide covers what a lean team should actually connect, which models are worth running, and how to avoid reporting noise as insight.
01 · THE SAMPLE PROBLEM
With a handful of conversions a month, any model that splits fractional credit across six touchpoints produces numbers that move on randomness. One extra deal swings the whole picture. Small samples need simpler questions, asked consistently, rather than cleverer maths.
02 · THE RECORD
The asset, the campaign, the account, the contact, the opportunity, and the revenue event have to stay linked to each other. Break the chain at any point and no model can repair it downstream. Most attribution disappointment is really a joining problem wearing a modelling costume.
03 · START SIMPLE
First touch answers what found them. Last touch answers what closed them. Both are simple, both are explainable to a founder in one sentence, and between them they cover most of the decisions a lean team actually makes about what to publish next.
04 · THE MIDDLE
Influenced pipeline counts every asset an account touched before an opportunity opened. It over-credits by design, so read it as a way to find which content keeps appearing in deals that close, not as a way to allocate budget to the decimal.
05 · THE RULES
An attribution number with no stated rule behind it is an opinion. Record the window, what counts as a touch, and how you treat direct traffic. Then keep it stable, because changing the rule changes the trend, and a trend you have quietly redefined is worse than no trend.
06 · THE POINT
The purpose is to change what you publish, where you distribute it, and who you contact next. If a report has never changed one of those, stop producing it and spend the time on the work it was supposed to inform.
QUESTIONS
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