Marketing Measurement & Attribution Checklist

Measurement Strategy

Define business objectives Measurement should begin with the decisions the business needs to make. Define primary KPIs Separate important outcome metrics from supporting diagnostic metrics. Map the conversion funnel Document the stages from discovery through meaningful business outcomes. Assign metric ownership Know who is responsible for data quality and reporting.

Analytics Foundation

Install analytics correctly Important websites and applications should have reliable analytics coverage. Define meaningful events Track actions that correspond to real user behavior. Check duplicate firing Avoid inflated events and conversions caused by implementation errors. Review consent requirements Measurement should respect applicable privacy and consent obligations.

Campaign Tracking

Standardize campaign parameters Use consistent source, medium and campaign naming. Verify platform conversion tags Advertising platforms should receive correctly configured events. Review cross-domain journeys Users moving between domains should not break measurement unnecessarily. Identify offline conversions Calls, qualified leads or sales may need CRM-based measurement.

CRM & Revenue Connection

Connect CRM lead sources Retain original campaign and source information where possible. Standardize lead stages Use consistent qualification and progression statuses. Connect revenue outcomes where appropriate Evaluate marketing beyond top-of-funnel activity. Return quality feedback to campaigns Optimization improves when platforms receive meaningful outcome signals.

Attribution

Understand attribution limitations No single attribution model perfectly represents every customer journey. Compare multiple perspectives Review first-touch, last-touch and other useful views when appropriate. Separate attribution from causality Attributed conversions do not automatically prove incremental impact. Document attribution windows Different platforms may report the same journey differently.

Reporting & Data Quality

Build decision-focused dashboards Reports should help teams act rather than display every available metric. Validate important numbers Compare analytics, advertising and CRM data for unexpected discrepancies. Record major campaign changes Launches and budget changes help explain movements in reports. Schedule recurring measurement reviews Tracking quality should be checked continuously, not only after problems appear.

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