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Topic

Attribution

A collection of 4 issues

A price-list download is not a lead: how to measure a channel whose revenue arrives in two years

The first fully traceable enquiry-to-quotation chain I have for a natural-stone supplier: a form fill in August, a phone call four weeks later, and a road surface due to be laid in 2028. Why quotation volume is the leading indicator and revenue is not.

I named the cookie the obvious thing. So had the script that was already there.

My attribution cookie collided with the one the site already had — and it overwrote it precisely on paid clicks. A postmortem on naming, namespacing, and being your own first suspect.

Every clinic counts new patients. Almost none can count the ones who booked.

In dental and aesthetic clinics the agenda and the transaction record rarely share a patient identifier. So marketing gets measured on bookings — and optimises for the wrong thing.

We cut the top-of-funnel and the marketplace 'grew.' It was harvesting demand we'd already built.

When a home & living brand trimmed brand spend, marketplace sales climbed. The obvious read was the wrong one — and the dashboard was quietly cheering it on.

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