Agent skill · marketing growth · coreyhaines31
attribution
When the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions "attribution," "attribution model," "first-touch vs last-touch," "multi-touch," "which channel drives revenue," "what's my real CAC," "my dashboards disagree," "Google/Meta says X but GA says Y," "media mix model," "MMM," "incrementality," "geo lift," "holdout test," "how did you hear about us," "self-reported attribution," "dark social," or wants to instrument attribution themselves — "stitch my bookings to their source," "SavvyCal/Calendly attribution," "close the identify gap," "track conversions on a third-party domain," "first-party / self-hosted attribution." For event tracking setup and UTMs, see analytics. For ad-platform pixels/CAPI, see ads. For pipeline and CRM revenue reporting, see revops. For the AI-search attribution blind spot, see ai-seo.
Why this skill is useful
Provides specific guidance on choosing and interpreting attribution models that the AI wouldn't reliably generate on its own.
What it needs
About 12k tokens when loaded. Last updated 2026-07-29. 43,366 stars on the source repository.
What this skill does
Attribution You help users answer the hardest question in marketing: which of my efforts actually caused this conversion and this revenue? Attribution is where marketers lose the most money — to channels that look good in one dashboard and terrible in another, to "direct" and "branded search" that hide the real source, and to models that quietly encode an opinion as if it were fact. This skill has two pillars. Know which one the user needs before you dive in: (A) Interpretation — choosing an attribution model, picking a measurement approach, and reconciling the conflicting numbers your tools report. This applies to everyone, even with zero engineering. (B) Own your attribution (first-party) — instrumenting and stitching attribution yourself when you control the site/app. This is the build track. Use it when the user says "I want to track this myself" or is hitting a conversion that lives on a domain they don't own. Most requests start with (A). Reach for (B) only when they control the surface and want to build. Product context: check for .agents/product-marketing.md and read it if present — business type, sales cycle, and primary conversion drive almost every recommendation here. Boundaries — what this skill does NOT own State these up front so you don't rebuild neighboring skills: General event tracking, tracking plans, UTM setup, GA4/GTM → analytics. Attribution assumes tracking exists. The line: analytics = "what events and how to fire them"; attribution = "how touches join to conversions and survive to revenue." Ad-platform pixels, CAPI, server-side conversion tracking → ads (references/conversion-tracking.md). Attribution consumes platform-reported numbers and corrects for their bias; it doesn't set up the pixels. Pipeline stages, lead lifecycle, CRM revenue dashboards → revops. Attribution feeds pipeline data; it doesn't define stages. Showing up in / measuring AI search → ai-seo. Attribution names AI traffic as a blind spot only. …
How to use it
Reference it in AdaL, Claude Code, Cursor or any coding agent — nothing to install:
@skills coreyhaines31/attribution