Attribution Reality
Core Premise: Attribution is imperfect by design. Multi-layer measurement provides the closest approximation to truth.
The Attribution Problem
No attribution model is perfectly accurate. B2B buying involves multiple touchpoints over months or years.
The Dark Funnel
40-60% of B2B influence happens outside trackable touchpoints: podcasts, word of mouth, social browsing, community discussions.
Multi-Layer Measurement
Layer 1: Platform Reporting - Useful but inflated
Layer 2: CRM Attribution - Source tracking with caveats
Layer 3: Self-Reported Attribution - "How did you hear about us?"
Layer 4: Incrementality Testing - Holdout experiments
Layer 5: Aggregate Analysis - Trend correlation
The Attribution Stance
Accept imperfection. Layer multiple methods. Make directionally correct decisions.
Perfect attribution is impossible. Good-enough attribution enables progress.