How do I report attribution when jobs close weeks after the click?
Report by cohort rather than by calendar month. Group leads by the month they were created, then let revenue accumulate against that cohort as jobs close.…
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Attribution & Measurement
Lead sources, correlation and what the numbers can honestly say.
How do I choose a click lookback window that isn't just an arbitrary default?
Measure your own click-to-book delay and set the window where the curve flattens. Pull a few hundred closed jobs, compute the days between first tracked c…
What happens to attribution when a job is cancelled or refunded?
The revenue has to be reversed in the same place it was credited, against the original lead and the original source. Most reporting pipelines only ever ad…
How does a phone call get attributed to a marketing source?
By the number the caller dialed. Call tracking assigns different phone numbers to different sources and swaps the number shown on your website based on ho…
How can I tell whether brand search is producing revenue or just taking credit for it?
Brand search sits at the end of a journey other things created, so last-click reporting will always flatter it. The honest test is a restriction test: red…
How long should our attribution lookback window be?
Long enough to cover the real gap between first contact and the sale, and no longer. Measure the actual distribution of days from lead creation to booked …
What can attribution honestly not tell you?
It cannot tell you what would have happened without the ad. Attribution observes paths; it never runs the counterfactual. It also cannot see untracked tou…
What is an attribution model, and which one should a service business use?
An attribution model is a rule for splitting credit for one sale among the marketing touches that came before it. It is an accounting convention, not a me…
Why does branded search always look like our best channel?
Because it sits closest to the sale. Someone hears a radio spot, sees a truck, or gets a referral, then searches your name, and last-touch attribution han…
Why does the channel ranking change when you attribute revenue instead of leads?
Because channels differ in what kind of work they bring, not just how much. A channel with cheap leads can rank first on cost per lead and last on cost pe…
Why doesn't the sum of attributed revenue equal total revenue on the profit and loss?
Because attributed revenue is a subset by construction. It excludes jobs whose lead was never tracked, repeat customers who called a technician directly, …
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