Co-marketing Attribution Playbook Skill
When to Use
- Planning measurement strategy for joint campaigns or events.
- Reconciling attribution discrepancies between partner analytics stacks.
- Preparing executive or partner reports on shared pipeline/revenue impact.
Framework
- Taxonomy Alignment – agree on UTM structure, campaign IDs, stages, and conversion definitions.
- Data Exchange – determine cadence, format, security requirements, and normalization rules.
- Attribution Models – select methods (first/last/multi-touch, split attribution, weighted models) and document assumptions.
- Governance – define owners for metric updates, dispute resolution, and audit trails.
- Storytelling – package dashboards and narratives for stakeholders, highlighting joint impact and next steps.
Templates
- Attribution worksheet (source → partner → funnel stage → revenue).
- Data sharing checklist (fields, format, frequency, security).
- Reporting deck outline (KPIs, insights, actions).
Tips
- Run attribution dry-runs before launch to catch data gaps.
- Include qualitative context (partner reach, brand lift) alongside quantitative metrics.
- Pair with
track-sourcecommand to keep reports consistent across cycles.