mkt-attributionlisted

# Attribution — Measuring Channel Contribution **This skill judges which channels actually drive conversions and revenue.** Event install/tracking implementation (mkt-analytics) must come first — with broken measurement, an attribution model is decoration. ## Model Selection Criteria | Model | Use when | Trap | |---|---|---| | Last-click | Baseline, floor | Fully cannibalizes top-of-funnel (awareness) channels | | First-click | Judging acquisition expansion | Ignores retention | | Linear | Equal credit across the journey | Ignores real contribution | | Time-decay | Short purchase cycles | Unsuitable for long-cycle B2B | | Data-driven | Only with sufficient data (1000+ conversions/mo) | Overfits at small scale | - For budget reallocation decisions, review **at least 2 models in parallel** and mark channels whose ranking flips between models as "uncertain" - UTM rule: fix 4 elements per campaign — `source / medium / campaign / creative` — with identical notation across the whole team. Channel-name drift is a larger error source than the model choice. ## Judgment Criteria - **Incremental first**: correlation ≠ contribution. Verify with geo-holdouts or campaign pauses where possible - Watch out for brand-search double counting: brand keyword CPC is mostly clicks that would have gone organic — interpret brand-campaign ROAS conservatively - If offline/word-of-mouth conversions are large (20%+ of customer survey responses), state digital attribution's limits up front - For pla