The marketing attribution checklist: 25 things to have in place
A single-page checklist to audit whether your marketing attribution setup is production-grade or a science project.
Use this as a pre-flight before you commit spend to marketing attribution. Each item takes minutes to check and hours to fix later.
List, trigger, message. If any of the three is generic, stop and fix the generic one before you touch the other two. Generic list plus sharp message beats sharp list plus generic message, but only for a week.
Owner, cadence, metric. One named human owns the model. The cadence is written down. Attribution model reconciled to closed-won is the number in every review.
Data, tooling, workflow. Data flows to one place. Tooling is minimal. Workflow survives the owner going on holiday.
Quality gate, kill criteria, learning loop. Nothing ships without a human eyeballing it. Anything below the bar dies inside a week. What you learn feeds Monday.
Ethics, brand, deliverability. You will not do anything on this list you would not want on the front page. Brand is protected. Sending infrastructure is separated from the primary domain.
Governance, budget, escalation path. Someone above the owner cares. Budget is finite and defended. Bad news travels up in hours, not weeks.
If more than three of these are missing, marketing attribution is not going to produce a durable attribution model reconciled to closed-won. Fix them in order and re-run the checklist in a month.
Frequently asked questions
Measurement — answered
- How often should I run this checklist?
- Quarterly, plus any time you change ownership, tooling, or budget for marketing attribution.
- What is the single most important item?
- A named owner. Every other item is meaningless without one.
- What if I fail more than three items?
- Pause the spend, fix them in order, and restart at low volume rather than push through.
- Does this checklist apply at enterprise scale?
- Yes — the items are the same. Governance and escalation matter more at scale.
Growth Broker editorial
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