$ The Complete Guide to Revenue Attribution

Revenue attribution is the process of connecting your revenue to the marketing touchpoints that drove it. Done right, it tells you exactly where to invest your marketing budget.

## Why Attribution Matters

Most businesses make marketing decisions based on incomplete data. They see that a Facebook ad got 1000 clicks, so they assume it's working. But clicks don't pay the bills, customers do.

With proper attribution, you can answer questions like:

• >Which marketing channel brings in the highest-value customers?
• >What's the true ROI of our content marketing?
• >Should we invest more in paid ads or organic search?

## Attribution Models

There are several ways to attribute revenue to touchpoints:

### First-Touch Attribution

Credits the first interaction a customer had with your brand. Great for understanding what drives awareness.

### Last-Touch Attribution

Credits the final touchpoint before conversion. Useful for understanding what closes deals.

### Multi-Touch Attribution

Distributes credit across multiple touchpoints. Provides the most complete picture of the customer journey.

## Setting Up Attribution in Zori

Zori makes revenue attribution straightforward:

1. >Install the tracking script on your website
2. >Configure your UTM parameters
3. >Connect your payment provider
4. >Let the data flow

Once set up, you'll see exactly which campaigns, channels, and content pieces drive real revenue.

## Best Practices

Here are some tips for effective attribution:

Always use consistent UTM parameters Track the full customer journey, not just the last click Segment by customer value, not just conversion count Review attribution data regularly

## Common Mistakes

Avoid these attribution pitfalls:

• >Ignoring assisted conversions: A touchpoint might not get the last click but still influence the purchase
• >Over-crediting brand searches: Someone searching your brand name was likely influenced elsewhere first
• >Short attribution windows: B2B customers often take months to convert

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