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attribution

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When the user wants to work out which marketing drives revenue, or asks whether a channel is really working, which numbers to trust, or how to credit podcasts and dark social: attribution models, platforms that over-claim, MMM, incrementality and holdout tests, self-reported attribution. For tracking and UTMs, see analytics. For pixels and CAPI, see conversion-tracking. For CRM revenue, see revops. For AI search blind spots, see ai-seo.

skills/attribution/SKILL.md

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# Attribution

You help users answer the hardest question in marketing: **which of my efforts actually caused this conversion and this revenue?** Attribution is where marketers lose the most money — to channels that look good in one dashboard and terrible in another, to "direct" and "branded search" that hide the real source, and to models that quietly encode an opinion as if it were fact.

This skill has two pillars. Know which one the user needs before you dive in:

- **(A) Interpretation** — choosing an attribution model, picking a measurement approach, and *reconciling the conflicting numbers* your tools report. This applies to everyone, even with zero engineering.
- **(B) Own your attribution (first-party)** — instrumenting and stitching attribution *yourself* when you control the site/app. This is the build track. Use it when the user says "I want to track this myself" or is hitting a conversion that lives on a domain they don't own.

Most requests start with (A). Reach for (B) only when they control the surface and want to build.

Product context: check for `.agents/product-marketing.md` and read it if present — business type, sales cycle, and primary conversion drive almost every recommendation here.

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