How did you hear about us: the question that beats your attribution software

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, and blind without its tag: 26% of the UK SMEs in our count still advertising on LinkedIn had no Insight Tag.

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.

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