Rethinking Marketing Attribution: A Faster Way to Understand the Customer Journey

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You're tracking every touchpoint, running reports, and optimizing campaigns, but something still feels off. You're thinking about attribution wrong—and it's holding back your growth. Today, I’m going to show you a better, faster way to understand the customer journey and where to focus your marketing resources for real results.

If you’re already using attribution or considering it, you might be wondering: What could I possibly be doing wrong? You know what attribution is, you’ve invested time, money, and resources into it, and yet, it’s not delivering as expected. Here’s the truth: attribution alone isn’t enough. Let’s break this down and dive into a smarter, more actionable approach.

Why Should You Rethink Attribution?

There are three main reasons why it’s time to take a different approach to attribution:

1. Attribution Isn’t Driving Real Results

You’ve implemented attribution systems, but for some reason, it’s not increasing revenue or improving marketing efficiency. You’re tracking everything—and yet you can’t connect those efforts to meaningful outcomes.

2. Attribution Projects Have Poor ROI

Attribution is expensive. Maybe you hired a consultant, purchased new tools, or even dedicated internal resources to set it up. But when you compare the cost to the revenue generated, the ROI doesn’t look good. You’re left frustrated, wondering if it was worth the effort.

3. You Need a Reliable System That Drives Decisions

You need something actionable—a system that helps you predict which marketing efforts will drive revenue. You want confidence that the data you’re analyzing will lead to smarter decisions and real, measurable growth.

The Problem with Traditional Attribution

Before we introduce a better method, let’s acknowledge what we know about attribution:

1. Attribution Is Hard to Get Right

Attribution requires tools, talent, and a lot of time. You need to implement tracking systems, interpret complex data, and then turn it into strategic decisions. And despite all of that, you still don’t have the full picture.

2. Attribution Is Never 100% Accurate

Let’s face it: Attribution data is flawed. Whether it’s leadership questioning its accuracy or teams trying to prove it’s “good enough,” we all know the data has gaps. Certain touchpoints, like dark attribution channels (influences we can’t directly measure), are impossible to track fully.

3. Attribution Alone Can Drive Limited Success

Attribution can work sometimes. You might get lucky, or the sample size is large enough to draw conclusions. But relying solely on attribution is like using a broken clock—you’re bound to be right occasionally, but it’s not reliable for long-term growth.

A Better Approach: Introducing “Signals”

So what’s the solution? Instead of focusing only on attribution, we introduce Signals.

Signals combine attribution data with other key metrics to create a more holistic understanding of what drives results. Here’s what makes signals so powerful:

1. Signals Are Active, Not Passive

Traditional attribution is passive—it tracks actions after they happen. Signals, on the other hand, look for data points that predict future success. You’re not just observing; you’re identifying opportunities to act.

2. Signals Use Imperfect but Critical Data

Even though attribution isn’t perfect, it still provides useful insights. By combining attribution data with other metrics—like unit economics, dimensional data, and conversion optimization—you create a more accurate picture.

3. Signals Are Cross-Referenced for Better Insights

The magic happens when you layer attribution with other data points. Think about cohort analysis: You group data into buckets, cross-reference it with performance metrics, and analyze outcomes. Signals use the same approach—bringing together multiple sources of data to reveal trends and opportunities.

Why Signals Work: A Holistic View of Success

Signals are about correlating data with outcomes. Instead of obsessing over every touchpoint, you focus on:

• Constructed cohorts: Grouping customers based on behavior and performance.
• Results-driven analysis: Identifying what data points lead to revenue, profit, and retention.
• Actionable insights: Understanding which signals predict success so you can act on them.

Real Results: Signals in Action

Here’s an example of how signals uncover opportunities that attribution misses:

A client implemented signals to analyze customer behavior beyond what attribution could track. By cross-referencing behavior data with financial performance, they discovered expansion opportunities that attribution alone would never have revealed.

The Results?

• $75,000 in monthly recurring revenue.
• Smarter account management decisions.
• New opportunities proactively surfaced.

These signals weren’t just passive observations; they were actionable data points that led to real growth.

Why Signals Beat Attribution

Signals go beyond traditional attribution by:

1. Combining multiple data points: Attribution + unit economics + behavior data = actionable insights.
2. Focusing on action, not observation: Signals predict opportunities so you can act.
3. Providing a holistic view of success: By cross-referencing data, you see the bigger picture.

Take Action: Automate Your Signals

To get the most out of signals, you need to automate them. Even small companies miss significant opportunities without automated signal tracking. Start simple, but make sure you’re consistently monitoring and analyzing the right data points.

By doing this, you’ll:

• Identify opportunities faster.
• Make smarter marketing decisions.
• Drive predictable, measurable growth.

Rethink Your Approach to Attribution

Attribution isn’t enough on its own. It’s passive, incomplete, and limited. Signals are the smarter way to understand your customer journey, prioritize your marketing resources, and drive real results.

Stop obsessing over every touchpoint. Start focusing on signals that lead to outcomes. When you do, you’ll unlock new opportunities, optimize your campaigns, and take your growth to the next level.

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