# Analytics Attribution

> Marketing attribution modeling to understand channel contribution and optimize spend. Use when measuring marketing effectiveness or allocating budget.

- **Type:** Skill
- **Install:** `agentstack add skill-brainbytes-dev-everything-claude-marketing-analytics-attribution`
- **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior
- **Seller:** [brainbytes-dev](https://agentstack.voostack.com/s/brainbytes-dev)
- **Installs:** 0
- **Category:** [Data & Analytics](https://agentstack.voostack.com/c/data-and-analytics)
- **Latest version:** 0.1.0
- **License:** MIT
- **Upstream author:** [brainbytes-dev](https://github.com/brainbytes-dev)
- **Source:** https://github.com/brainbytes-dev/everything-claude-marketing/tree/main/skills/analytics/analytics-attribution

## Install

```sh
agentstack add skill-brainbytes-dev-everything-claude-marketing-analytics-attribution
```

Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent.

## About

# Marketing Attribution Modeling

## When to Activate

- Allocating or reallocating marketing budget across channels
- Evaluating which campaigns or channels drive conversions
- Building or improving marketing measurement infrastructure
- Assessing impact of iOS/privacy changes on tracking
- Setting up UTM tracking and attribution tooling
- Debating "what's working" with stakeholders who disagree
- Running incrementality tests to validate attribution data

## First Questions

1. What is your current attribution model and tooling? (GA4, platform pixels, MTA vendor, MMM?)
2. What does your conversion funnel look like? (Awareness -> consideration -> purchase -> retention)
3. How long is your typical customer journey? (Same-day impulse vs. 90-day B2B sales cycle)
4. What channels are you running? (Paid search, paid social, organic, email, direct, referral, affiliate)
5. What is your primary conversion event? (Purchase, sign-up, demo request, app install)
6. How much of your traffic is mobile vs. desktop? (Privacy impact assessment)
7. Do you have a CRM or CDP connecting touchpoints to customers?

## Core Attribution Models

### Last-Click Attribution
- **How it works:** 100% credit to the final touchpoint before conversion.
- **Best for:** Direct-response campaigns, short purchase cycles, bottom-of-funnel optimization.
- **Limitation:** Ignores all awareness and consideration touchpoints. Massively over-credits branded search and retargeting.
- **When to use:** As a baseline only. Never as your sole model.

### First-Click Attribution
- **How it works:** 100% credit to the first touchpoint in the journey.
- **Best for:** Understanding top-of-funnel channel effectiveness, awareness campaigns.
- **Limitation:** Ignores everything that happens after initial discovery.
- **When to use:** When evaluating demand generation and awareness investments.

### Linear Attribution
- **How it works:** Equal credit distributed across all touchpoints.
- **Best for:** When you genuinely believe every touchpoint matters equally.
- **Limitation:** Treats a random display impression the same as a high-intent search click.
- **When to use:** Early-stage attribution when you lack data for more sophisticated models.

### Time-Decay Attribution
- **How it works:** More credit to touchpoints closer to conversion, decaying backward.
- **Best for:** Longer sales cycles where recent interactions are more influential.
- **Limitation:** Under-credits awareness touchpoints that may have been essential.
- **When to use:** B2B with 30-90 day sales cycles. E-commerce with multi-session journeys.

### Position-Based (U-Shaped) Attribution
- **How it works:** 40% to first touch, 40% to last touch, 20% distributed across middle.
- **Best for:** Balanced view that values both discovery and closing channels.
- **Limitation:** Arbitrary weighting. Middle touches may matter more than 20%.
- **When to use:** Good default for most businesses. Balances awareness and conversion.

### Data-Driven Attribution (DDA)
- **How it works:** Uses machine learning to assign credit based on actual conversion patterns.
- **Best for:** High-volume businesses with sufficient conversion data.
- **Limitation:** Requires significant data volume (GA4 needs 600+ conversions in 28 days). Black box — hard to explain.
- **When to use:** When you have the data volume. GA4 DDA is now default and accessible.

## Model Selection Framework

| Factor | Recommended Model |
|--------|-------------------|
| Short sales cycle (20% of channel spend).
- When entering a new channel and need to validate early results.
- Quarterly on your top 2-3 spend channels.

## Quality Gate

Before finalizing attribution analysis or recommendations:
- [ ] Have you compared at least two attribution models side by side?
- [ ] Have you accounted for cross-device and cross-platform journeys?
- [ ] Have you noted known tracking gaps (consent rates, iOS impact, ad blockers)?
- [ ] Are UTM parameters consistent and properly deployed?
- [ ] Have you checked for duplicate conversion counting across platforms?
- [ ] Have you complemented or planned to complement with incrementality testing?
- [ ] Are budget recommendations presented as directional, not falsely precise?
- [ ] Have you documented model assumptions and limitations for stakeholders?

## Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

- **Author:** [brainbytes-dev](https://github.com/brainbytes-dev)
- **Source:** [brainbytes-dev/everything-claude-marketing](https://github.com/brainbytes-dev/everything-claude-marketing)
- **License:** MIT

Install and usage instructions live in the source repository linked above.

## Pricing

- **Free** — Free

## Security capabilities

Automated source analysis of v0.1.0 — what this tool can access:

- **Network access:** no
- **Filesystem access:** no
- **Shell / process execution:** no
- **Environment & secrets:** no
- **Dynamic code execution:** no

*"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.*


## Versions

- **0.1.0** — security scan: passed — Imported from the upstream source.

## Links

- Listing page: https://agentstack.voostack.com/l/skill-brainbytes-dev-everything-claude-marketing-analytics-attribution
- Seller: https://agentstack.voostack.com/s/brainbytes-dev
- Browse the marketplace: https://agentstack.voostack.com/browse

---
Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.