Attribution Playbook Skill
When to Use
- Standing up or refreshing attribution models across teams.
- Training campaign owners on UTMs, tracking, and governance.
- Running QA before/after changing attribution weights or tooling.
Framework
- Taxonomy Rules – channel, campaign, creative, and experiment naming standards.
- Model Catalog – when to use first/last/linear/position/data-driven with pros/cons.
- Data Contracts – required fields, systems of record, sync cadence.
- QA Checklist – sample records, dedupe logic, cross-tool reconciliation.
- Change Management – approval workflow, communications, and measurement of impact.
Templates
- UTM builder + validation sheet.
- Attribution model comparison matrix.
- QA runbook for campaign launches and quarterly audits.
Tips
- Keep a shared "gotchas" log for recurring tagging errors.
- Align with finance on ROI/CAC definitions before rolling out model changes.
- Pair with
evaluate-attribution-modelsfor decision-ready narratives.