Attribution 101: Where Your Leads Actually Come From
Where marketing attribution tends to quietly cost businesses money.
Where This Actually Shows Up
We get asked about marketing attribution more than almost any other topic, and the honest answer is rarely the one people expect. It's less about a single clever tactic and more about consistency over time.
What Actually Moves It
A useful way to think about it: first-touch versus last-touch tracking sets the ceiling, and call tracking accuracy determines how close you actually get to it. Both matter, but in that order.
The Takeaway
marketing attribution isn't glamorous work, but it's consistently one of the better returns on effort we see across client accounts.