Marketing Analytics Attribution

Core Workflow

1. Define business questions before dashboards.
2. Map the funnel and data sources: website, product, CRM, ad platforms, email, events, sales, billing, and support.
3. Define events, properties, identities, UTMs, conversion goals, lifecycle stages, and revenue joins.
4. Separate source-of-truth reporting from exploratory reporting.
5. Validate tracking with test events, debug tools, CRM reconciliation, and known conversion paths.
6. Report decisions, not vanity metrics.

Freshness Rule

Verify current GA4, Google Ads, and ad-platform documentation before prescribing event setup, conversion import, attribution windows, consent mode, enhanced conversions, or bidding optimization. Terminology changes: GA4 refers to important analytics events as key events, while Google Ads uses conversion actions and conversion goals for optimization/reporting.

Measurement Priorities