Attribution & Analytics

Deterministic attribution reads the link from an id that exists; probabilistic infers it from similar signals. What each gets wrong and what to ask a vendor.

Multi-touch attribution splits credit for a sale across every touch in the journey. How it works, what data it needs, where it breaks, and how to compare tools.

SEO ROI is organic revenue minus SEO cost, divided by cost. Learn why the revenue half is hard and how to estimate it by landing page and date range.

A touchpoint is one interaction between a person and your business. Definition, examples before and after purchase, and how touchpoints feed attribution.

What gclid, fbclid, msclkid, ttclid and li_fat_id are, who adds them, what drops them, and how to check you still have one at conversion time.

Closed-loop attribution links an ad click to a lead, a CRM stage and revenue, then sends that back to the ad platform. See where it breaks and how to test it.

Four ways to get a lead's source into a CRM record: hidden fields, a script, a webhook flow or a connector. Trade-offs, property names and a check.

Track where each lead came from: tag links, capture UTMs on landing, keep them to the form, attach them to the lead. Compare methods and run a 10-minute test.

Seven attribution models applied to one $1,000 sale, with the arithmetic, a which-model-for-which-question table, and what each model cannot see.

Meta counts a click when it happens. Analytics counts a session after your page loads. See where the visits go and how to check.

GA4 labels a session Direct when it has no usable source. Learn the real causes, how to shrink it with tagging, and how to judge what is left.

Google Ads counts clicks and GA4 counts sessions, with different dates, windows and filters. Find your gap in 20 minutes.

Classify visits from ChatGPT, Claude, Gemini and Perplexity, tie them to leads and revenue, and know what no tool can see.