So you don’t waste time or budget.
Proper attribution is the backbone of any strong marketing strategy. Intuition can only take you so far. To make smart decisions and scale what’s working, you need accurate data that reflects the real path to purchase.
But choosing the right attribution tool? That’s where it gets tricky. There are a lot of options out there, and not every one of them fits every business. Whether you’re just starting to explore or reevaluating what you’re using now, here are a few key questions to ask before you make a decision.
1. Does it support multi-touch attribution?
Many customer journeys don’t happen with a click on only one ad. Someone clicks a Meta ad on Monday, searches on Google Tuesday, and buys on Friday. If your attribution tool only credits the last click, you’re not seeing the full picture. Look for a platform that supports multi-touch attribution and reflects how people shop today. Multi-touch attribution is the gold standard!
2. How does it collect and combine data?
Some tools rely only on pixel tracking. Others use post-purchase surveys. The best platforms do both.
3. Is the reporting useful?
You shouldn’t need a data science degree to figure out what’s working. Choose a tool that gives you clear, easy-to-understand insights so you can confidently shift your spend and strategy without the noise.
4. Can it grow with your brand?
What works for a brand spending $1,000 a month might not hold up at $100,000 a month. Make sure the tool can scale with you, whether that means supporting more channels, syncing with new platforms, or offering flexible attribution models as your business evolves.
5. What does onboarding look like?
Even the best attribution tool won’t be helpful unless you’re up and running. Ask what onboarding looks like. Is there a learning curve? Will someone walk you through setup, or are you on your own with a help doc?
6. What does technical support look like?
When your numbers feel off or a pixel isn’t firing, you’ll need help, and you’ll need to chat with a human. Look for a platform that offers responsive support from people who understand performance marketing.
Keep Asking the Right Questions
Asking the right questions before choosing a tool can save you time, money, and unnecessary guesswork. We dive into topics like this every month in The Thought Loop, our monthly newsletter for marketers who care about what’s driving results, with practical insights on strategy, attribution, and everything in between.
