/dm:attribution-report

Purpose

Generate multi-touch attribution analysis showing how different marketing channels and campaigns contribute to conversions. Compare multiple attribution models side-by-side, allocate revenue across touchpoints, and provide actionable budget reallocation recommendations based on true channel contribution. This command moves beyond simplistic last-click attribution to reveal the full customer journey — identifying which channels drive awareness, which nurture consideration, and which close conversions — so marketing budgets can be allocated based on actual contribution rather than positional bias.

Input Required

The user must provide (or will be prompted for):

• Attribution models to compare: Two or more models to run side-by-side — first-touch (100% credit to the first interaction that initiated the journey), last-touch (100% credit to the final interaction before conversion), linear (equal credit distributed across all touchpoints), time-decay (exponentially more credit to touchpoints closer to conversion, with configurable half-life — default 7 days), position-based (40% to first touch, 40% to last touch, 20% distributed across middle interactions), or data-driven (algorithmic allocation based on conversion path patterns and counterfactual analysis). At least two models should be compared to reveal attribution bias
• Conversion events to attribute: The conversion actions to analyze — purchases (completed transactions with revenue), signups (account or trial creation), leads (form submissions, demo requests, contact inquiries), or custom events (user-defined conversion points with optional revenue values). Multiple conversion events can be analyzed simultaneously with separate attribution for each
• Time period: The analysis window — specific date range, relative period (last 30 days, last quarter), or year-over-year comparison. Longer periods provide more conversion paths for reliable model comparison but may include seasonal distortions
• Conversion window: The lookback window for attributing touchpoints to a conversion — 7 days (short-cycle purchases, impulse buys), 14 days (standard eCommerce), 30 days (B2B lead gen, considered purchases), or 90 days (enterprise B2B, high-value purchases with long sales cycles). Touchpoints outside the conversion window are excluded from attribution
• Channels to include: Which marketing channels to attribute across — paid search, paid social, organic search, direct, email, referral, display, video, affiliate, or specific campaign groups. All channels are included by default unless the user restricts scope

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply business model context (SaaS, eCommerce, B2B) to set appropriate default conversion window and model recommendations. Check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.