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Custom attribution model: How to build and validate one
Change the weights in an attribution model and a channel can move from supporting player to apparent winner without a single customer journey changing. That is the power and the risk of custom attribution. Standard models settle credit with predefined rules. A custom attribution model lets the business define its own logic, but those rules […]
HubSpot revenue attribution: Setup, models & limits
HubSpot can show which marketing interactions receive credit for Closed Won deal revenue, but the report is only as reliable as the contact, deal, tracking, and association data underneath it. That matters because HubSpot changed both its attribution terminology and model set in 2026. What many teams still call Revenue Attribution is now documented as […]
Headless WordPress analytics: Setup and tracking guide
Going headless changes more than how WordPress renders pages. WordPress may manage the content, but visitors interact with a separate Next.js, Nuxt, Astro, React, Vue, or other frontend. The customer-facing website analytics layer must follow that frontend. A traditional analytics plugin can be installed correctly inside WordPress and still never reach the browser. SPA navigation, […]
Self-reported attribution: What it is & how to use it
Analytics says a buyer came from branded Google search. On the demo form, the buyer writes that they first heard about the company on a podcast. Neither answer has to be wrong. One records an observable visit; the other records what the buyer remembers. Self-reported attribution is useful precisely because important discovery often happens where […]
Marketing campaign attribution: Measure campaign impact
Google says Campaign A drove 40 conversions. Meta says Campaign B drove 35. LinkedIn claims another 20, yet the backend records only 80 customers. Different platforms can be internally consistent while still claiming overlapping credit. Marketing campaign attribution solves a narrower problem than broad marketing attribution. It connects named campaigns with customer journeys and business […]
Understanding Goal Tracking in SaaS: Metrics & Examples
Signups can increase while fewer users reach their first meaningful product outcome. Without a clear activation goal, a SaaS team may celebrate acquisition growth while missing weaker onboarding, engagement, or retention. Understanding goal tracking in SaaS means defining the outcomes that matter, mapping them to measurable user or account actions, and monitoring the metrics that […]
SaaS marketing attribution: Models, metrics & setup
A SaaS company closes two $40,000 deals. One customer later expands to $95,000 in annual revenue. The other churns after four months. An attribution report that stops at Closed Won would call those customers equally valuable. That is the core SaaS attribution problem. Marketing does not create value only at the first conversion. Acquisition quality […]
Multi-channel attribution: How to measure channel impact
A prospect sees a paid social ad, finds an organic article a week later, returns through email, searches the brand on Google, and finally converts from a direct visit. A last-touch dashboard can make Direct look like the winner even though several channels helped create and develop the demand. Multi-channel attribution measures how different marketing […]
Multi-touch attribution: Models, examples & guide
Multi-touch attribution helps marketers understand how several interactions contribute before a customer converts instead of giving all the credit to one click. A strong marketing attribution software setup preserves those interactions long enough to evaluate how channels work together. But the model is only as reliable as the journey underneath it. Missing touchpoints, broken identity […]
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