attribution-playbook

name	attribution-playbook
description	Standard operating guide for campaign tagging, attribution models, and QA.

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

1. Taxonomy Rules – channel, campaign, creative, and experiment naming standards.
2. Model Catalog – when to use first/last/linear/position/data-driven with pros/cons.
3. Data Contracts – required fields, systems of record, sync cadence.
4. QA Checklist – sample records, dedupe logic, cross-tool reconciliation.
5. 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.

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