AttributionPractical guides on attribution, customer journey analytics, and conversion tracking — for marketers and founders who already know what converted and want to know why.
Someone hears about you on a podcast, forgets the name, googles your category three weeks later, and converts from "organic search." That's the dark funnel.
First-touch tells you what got their attention. Last-touch tells you what closed the deal. Neither tells you the whole story — here's why that gap matters.
Most attribution software demos look identical. Here's what to actually check before buying — the questions that separate a real journey view from a repackaged dashboard.
Attribution assumes every touchpoint you can see mattered. Incrementality testing checks that assumption — by seeing what happens when you turn a channel off.
You already know who converted. Attribution is how you find out what actually got them there — not just which platform claimed the last click.
Every attribution model tells a slightly different story about the same data. Here's what each one actually optimizes for, and a simple way to choose.
One measures channels from 30,000 feet using no personal data at all. The other follows individual customers touch by touch. Most mature marketers eventually need both.
One touchpoint rarely closes a sale. Here's how multi-touch attribution spreads the credit across the whole journey — and how to choose a model that fits your business.