50% of marketing budgets are wasted on channels that don't drive results
Understanding
Marketing Attribution
Stop guessing which marketing channels work. Learn how to track what actually drives conversions.
Your Attribution Journey
What is Marketing Attribution?
Marketing attribution is the process of identifying which marketing channels and touchpoints led to a conversion (signup, purchase, etc.). It answers the question: "Where did this customer come from?"
Why Attribution Matters
Without attribution, you're flying blind
Without Attribution:
"We're spending $50k/month on ads, but I have no idea which channels actually drive paying customers. Google Analytics shows clicks, but not revenue."
With Attribution:
"Friend referrals drive 40% of our paying users at $0 CAC. TikTok ads get clicks but 60% churn. Let's reallocate $20k from TikTok to a referral program."
Why Traditional Attribution Fails
Last-Click Attribution is Broken
Google Analytics gives credit to the last thing a user clicked before converting—even if they discovered you months ago through a friend.
Example: User hears about you from a friend → tries your product → converts via Google ad weeks later. Google gets credit, not the friend.
UTM Parameters Miss the Real Story
UTM tracking only works if users click trackable links. It misses word-of-mouth, organic discovery, and influencer mentions.
Example: User sees your product mentioned in a YouTube video → searches Google → signs up. You attribute to "Google search," not YouTube.
You Optimize for Clicks, Not Quality
Paid ads platforms optimize for clicks and conversions, not for LTV or retention—so you waste money on low-quality users.
FitFlow example: TikTok drove 2,400 signups but 58% churned in 30 days. Friend referrals drove 800 signups with 12% churn.
Multi-Touch Attribution is Too Complex
Fancy attribution models require expensive tools, tracking pixels, and data science teams—overkill for most startups.
Reality: You just need to know: "Where did you first hear about us?" Simple, effective, and actionable.
The Solution: Just Ask Your Users
Survey-Based Attribution
Instead of relying on UTM parameters or last-click tracking, ask users directly: "How did you first hear about us?"
This simple question, asked at the right time (after signup, after first value, after purchase), gives you accurate, multi-touch attribution without complex tracking.
Why This Works:
- ✓Captures the full journey: Users remember how they discovered you, even if it wasn't clickable
- ✓Works for word-of-mouth: "Friend recommendation" shows up in surveys, not analytics
- ✓Quality over quantity: Segment responses by LTV, churn, or revenue to find high-value channels
- ✓No tracking required: Works even with ad blockers, privacy tools, and iOS restrictions
Attribution Models: A Comparison
| Model | How It Works | Pros | Cons |
|---|---|---|---|
| Last-Click (Google Analytics) | Credits the last touchpoint before conversion | ✓ Easy to set up ✓ Built into analytics | ✗ Ignores discovery ✗ Overvalues retargeting |
| UTM Tracking | Tracks clicks from specific campaigns | ✓ Campaign-specific data ✓ Works with ads | ✗ Misses non-clickable channels ✗ Can't track word-of-mouth |
| Multi-Touch Attribution | Distributes credit across multiple touchpoints | ✓ Comprehensive view ✓ Accounts for multiple touches | ✗ Expensive tools required ✗ Complex to implement |
| Survey-Based Attribution | Ask users: "How did you hear about us?" | ✓ Captures everything ✓ Segments by quality ✓ Works for all channels ✓ No tracking needed | ✗ Requires user response ✗ Self-reported (but accurate) |
What You Can Measure with Attribution Surveys
Channel Performance
See which channels drive the most conversions:
- • Friend referrals
- • Google search
- • Social media ads
- • Content marketing
- • Influencer mentions
Customer Quality by Channel
Segment by value metrics:
- • LTV by acquisition source
- • Churn rate by channel
- • Activation rate by source
- • Revenue per channel
- • Engagement by acquisition
Campaign ROI
Calculate true ROI:
- • CAC by marketing channel
- • ROAS (return on ad spend)
- • Payback period per channel
- • Best channels for expansion
- • Worst channels to cut
Real Example: FitFlow's Attribution Discovery
The Setup
FitFlow (web-based fitness platform) added one survey question after users completed their first workout: "How did you first hear about FitFlow?"
The Discovery
After collecting 3,200 responses over 8 weeks, they discovered:
- • 27% from friend referrals (paid subscribers with 2.4x higher LTV)
- • 15% from YouTube organic (strong engagement, low CAC)
- • 32% from TikTok influencer ads (high signups, but 58% churned in 30 days)
The Impact
They reallocated $180k from TikTok to a friend referral program and YouTube creators. Result: 52% CAC reduction and 2.4x LTV increase.
Read Full Case Study →Your Attribution Journey
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