Marketing attribution demo · sample
Which marketing view should guide the next dollar?
A focused comparison of first-touch, last-touch and position-based attribution—showing what each view can support and where only an experiment can answer the question.
Sample figures were created solely to demonstrate the measurement workflow; they are not client results.
01 · The business question
Three tools. Three answers.
The ad platform reports strong returns. The website shows fewer conversions. The CRM tells a different customer story again.
Leadership needs to know which numbers reconcile, what each attribution view can support, and where an experiment is still required.
02 · The investment baseline
Start with measures everyone can reproduce.
Sample figures for demonstration only.
03 · Before interpretation
Check the information first.
Each source covers the same seven-day window.
Platform totals match the approved finance export.
Repeat transaction IDs and refunds are handled once.
04 · Attribution comparison
Show the difference instead of hiding it.
| Channel | First touch | Last touch | Position based |
|---|---|---|---|
| Paid social | $42,600 | $31,900 | $38,200 |
| Paid search | $28,400 | $39,700 | $33,800 |
| $16,900 | $25,100 | $22,400 | |
| Affiliate | $12,300 | $8,500 | $10,700 |
The views answer different questions. None proves that a channel caused the sale.
05 · The leadership brief
Turn the numbers into decisions.
Efficiency softened
Spend rose faster than revenue, increasing blended acquisition cost.
Search is closing demand
Its last-touch share is high. Check assisted paths before increasing budget.
Test before reallocating
Keep budgets stable and design a controlled lift test for paid social.
What stays human