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how to track marketing ROI

Як відстежувати ROI маркетингу по каналах: гайд з атрибуції

Without attribution, budget decisions are made by gut feeling. The loudest channel (usually social) gets more budget. The quietest channel (usually email or SEO) gets cut. Attribution fixes this.

Build a marketing attribution system that shows which channels generate revenue — not just traffic.

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Протокол вирішення

  1. 01

    Tag everything with UTM parameters

    Every link in every email, ad, or social post needs: utm_source (google, email, linkedin), utm_medium (cpc, newsletter, organic), utm_campaign (campaign name). This is the foundation of attribution. Without UTMs, 40–60% of your traffic shows as 'direct' — which means 'attribution unknown'.

  2. 02

    Choose an attribution model

    First-touch: credit to the first channel that brought the customer. Good for awareness measurement. Last-touch: credit to the channel before purchase. Good for conversion measurement. Linear: distribute credit across all touchpoints. Best for most SMBs. Time-decay: more credit to recent touchpoints. For long sales cycles. Pick one, apply consistently — don't switch between models.

  3. 03

    Build a channel ROI report

    Monthly report: each channel → leads generated → opportunities created → revenue closed → CAC. Compare CAC to LTV. Any channel where CAC > LTV / 3 is losing money at scale. Channels where CAC < LTV / 5 are candidates for increased investment.

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