Marketing attribution consultant

It is the method for deciding which channels and touchpoints get credit for a sign-up or sale, so a team knows where to put the next pound or dollar. Every model is a simplification, so I state its limits and check it against other views before anyone moves budget.

Each platform counts its own conversions, often with different windows and no view of other channels, so the totals overlap. I define one conversion, check tags and UTMs, and reconcile the numbers with source data such as sales or deposits. Any gap that remains is reported with its size.

I follow the customer past the click to the action that signals value. At Ecobank, the customer attribution pipeline I built ran from acquisition to activation and reduced funnel drop-offs by 18%. For a SaaS product, the same approach ties each source to the key action, not the registration.

When spend is large enough that a wrong call is costly, or when a channel claims more credit than it seems to earn. A holdout or lift test shows what would have happened without the spend. For small budgets, a consistent model and clean tracking cost less and are usually enough.

It shows which sources bring in customers, not only traffic. Organic search accounted for 51% of JerseyGram sales and 56% of Topship sign-ups. A figure like that exists only when each source is tracked to the outcome, and it lets a team weigh more pages against more ads.