The playbook
Marketing Attribution: Checklist
Use this marketing attribution checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect reconciled attributed outcomes. Check an actual campaign or conversion record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
State the model and window before comparing channel performance. The same sale can receive credit in several platforms. Attribution describes an allocation method; it does not by itself prove that the sale would not have occurred without the campaign.
Before you use the checklist
Name the exact item being checked and its purpose. Gather touchpoint, conversion, window, model. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Define identity events and conversion windows | A dated observation showing how touchpoint was verified | campaign lead |
| Document how credit is assigned across touchpoints | A dated observation showing how conversion was verified | creative or tracking owner |
| Compare model outputs with actual business outcomes | A dated observation showing how window was verified | budget owner |
Check the failure path
- Look specifically for this failure: treating attributed credit as proof of incremental causation.
- Explain the model's limitations and use experiments when feasible. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check model.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Define identity events and conversion windows,” a meeting about the subject is not the evidence itself. Retain the relevant touchpoint and conversion, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents assign credit to marketing interactions using an explicit reporting model deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow reconciled attributed outcomes using a consistent definition so later reviews can connect execution quality with useful results.
Check the destination and the resulting business record before increasing spend. A campaign can send relevant traffic to a form that fails, routes incorrectly, or records duplicates. Fixing that path may change the interpretation of campaign performance.
Skip the manual steps. Let AgentixFLO run this for every client.
Start now