From UTM to Revenue: Attribution Basics for Small Teams
Trakkify Team 6 min read
Attribution does not require a data team. It requires discipline in naming and a place to store every touch a contact makes.
Standardise your UTMs once
Lowercase everything, use one separator, and never invent a new source name mid-campaign. Inconsistent tagging is the number one cause of unattributable revenue.
- utm_source = platform, utm_medium = channel type
- utm_campaign = objective + month
- Use a builder so nobody hand-types parameters
Store every touch, report on two models
Keep first-touch and last-touch side by side. First-touch shows what creates demand, last-touch shows what closes it — budget decisions need both.
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