How did you hear about us: the question that beats your attribution software
Core Premise: Attribution is imperfect by design. Multi-layer measurement provides the closest approximation to truth.
The Attribution Problem
No attribution model is perfectly accurate. B2B buying involves multiple touchpoints over months or years.
The Dark Funnel
40-60% of B2B influence happens outside trackable touchpoints: podcasts, word of mouth, social browsing, community discussions.
Multi-Layer Measurement
Layer 1: Platform Reporting - Useful but inflated
Layer 2: CRM Attribution - Source tracking with caveats
Layer 3: Self-Reported Attribution - "How did you hear about us?"
Layer 4: Incrementality Testing - Holdout experiments
Layer 5: Aggregate Analysis - Trend correlation
The Attribution Stance
Accept imperfection. Layer multiple methods. Make directionally correct decisions.
Perfect attribution is impossible. Good-enough attribution enables progress.
Reading about the problem is one thing. Locating yours is another.
The PACED Diagnostic asks fifteen questions and returns your estimated PACED Yield and the gate costing you most. About ten minutes.