Attribution Playbook Skill

When to Use

• Standing up or refreshing attribution models across teams.

• Training campaign owners on UTMs, tracking, and governance.

• Running QA before/after changing attribution weights or tooling.

Framework

• Taxonomy Rules – channel, campaign, creative, and experiment naming standards.

• Model Catalog – when to use first/last/linear/position/data-driven with pros/cons.

• Data Contracts – required fields, systems of record, sync cadence.

• QA Checklist – sample records, dedupe logic, cross-tool reconciliation.

• Change Management – approval workflow, communications, and measurement of impact.

Templates

• UTM builder + validation sheet.

• Attribution model comparison matrix.

• QA runbook for campaign launches and quarterly audits.

Tips

• Keep a shared "gotchas" log for recurring tagging errors.

• Align with finance on ROI/CAC definitions before rolling out model changes.

• Pair with evaluate-attribution-models for decision-ready narratives.