marketing-attribution
Marketing attribution
Attribution answers which efforts caused a conversion and its revenue, and every answer is a model built from incomplete data: platforms claim the same sale, "direct" and branded search hide where demand was created, and each model encodes an opinion. The work has two pillars: (A) interpretation, choosing a model or measurement approach and reconciling conflicting numbers, which applies to everyone with no engineering; and (B) owning first-party attribution, instrumenting and stitching it yourself when you control the site or app. Most requests start with A. Sources: [coreyhaines31/marketingskills, attribution] v1.1.5 (MIT, (c) 2025 Corey Haines, copied with its notice); its first-party method is adapted from Tessa Kriesel's PostHog attribution approach, and her production refinements are credited where they appear. Errors the source carries are corrected against the official pages and say what the source said.
Product context: read .agents/product-context.md first if it exists (defined in anti-slop-copy CONTEXT.md); business type, sales cycle and primary conversion drive almost every recommendation here. The source names this file .agents/product-marketing.md.
Apply only the routes and checks for the selected job. Read a linked skill's named file from its installed folder when available, or from the linked source. Report an unavailable required reference instead of inventing it. [skill-authoring, DISTRIBUTION.md#composing-skills]
| The job | Read |
|---|---|
| The seven models and how each lies, Google's retired models and DDA volume, one $12,000 journey scored six ways, Shapley in plain words, choosing a model | ATTRIBUTION-MODELS.md |
| MTA vs MMM vs incrementality, test designs (geo holdout, PSA, ghost ads, intent-to-treat, on-off, holdout audiences), reading a test, the mature stack, triangulated overrides | MEASUREMENT-PARADIGMS.md |
| The B2B SaaS, ecommerce and DTC, and PLG-with-sales playbooks and their traps | BY-BUSINESS-TYPE.md |
| First-party build: audit, identify at conversion, the third-party-domain stitch with code, guards, referrer exclusions, cross-subdomain, reporting, the CRM last mile, other stacks | FIRST-PARTY-STITCH.md |
Boundaries
[coreyhaines31/marketingskills, attribution] Attribution assumes tracking exists. The line: analytics is "what events and how to fire them"; attribution is "how touches join to conversions and survive to revenue."