Multi-Channel Attribution Analysis

Channel Performance Summary

Key Insights

The Attribution Crisis: 76% Invisible

• 65 out of 85 signups (76.5%) have completely unknown sources
• You’re making decisions with less than 25% visibility
• This is like driving with 76% of your windshield covered

What those 65 “unknown” signups likely include:

• Word-of-mouth referrals (friends telling friends)
• Direct brand searches (Google → yoursite.com)
• Social shares without tracking (someone shared your link)
• Bookmark/return visits (discovered you elsewhere, came back directly)
• Email forwards (someone forwarded your newsletter)

Email: Your Only Visible Winner (5.67%)

• 20 signups from ~353 email-driven visitors
• Converts at 2.3x your overall average
• Reality check: This is your warm audience who already knows you
• If you knew where the other 65 came from, email might not be #1

You’re Operating Blind

Without source tracking:

• Can’t optimize: Don’t know what’s working
• Can’t scale: Don’t know what to double down on
• Can’t cut waste: Don’t know what to stop doing
• Can’t budget: Don’t know where to invest

Data Quality Assessment

Attribution Completeness: 24% (20 known / 85 total)
Confidence Level: Very Low—not enough data for optimization decisions
Revenue Data: None—can’t calculate ROI or LTV
Time Tracking: None—can’t calculate efficiency or cost-per-acquisition

Critical gaps:

• No source tracking for 76% of conversions
• No revenue/monetization data
• No time investment tracking
• No multi-touch journey data

What You Can’t Answer (But Need To)

1. Which channels actually drive signups? Current answer: “No idea for 76% of them”
2. What’s your CAC by channel? Current answer: “Can’t calculate without time/cost data”
3. What’s your ROI by channel? Current answer: “Can’t calculate without revenue data”
4. Where should you invest more time? Current answer: “Guessing blindly”
5. What should you stop doing? Current answer: “Don’t know what’s failing”

Recommendations

This Week (Emergency Attribution Fix)

1. Add “How did you hear about us?” to signup flow

Immediately capture attribution for all future signups. Add a required dropdown:

How did you hear about us?
- Google/Search
- Twitter
- LinkedIn
- Reddit
- Hacker News
- Friend/Referral
- Newsletter/Email
- Podcast
- Blog Post
- Other

Impact: Will give you 90%+ attribution completeness starting immediately.

2. UTM tracking for every link you share

Every URL you post anywhere needs tracking:

• Twitter: ?utm_source=twitter&utm_medium=social
• Newsletter: ?utm_source=newsletter&utm_medium=email
• LinkedIn: ?utm_source=linkedin&utm_medium=social

3. Track your time this week

Log hours spent per channel in a simple spreadsheet. You need this to calculate true ROI.

This Month (Foundation Building)

1. Survey your current 85 users: “Quick question: How did you first hear about us?”
2. Install basic analytics properly: Ensure GA tracks all pages, captures UTMs, links to conversions
3. Add source tracking to payment system (if monetizing)

Next 30 Days (Data Collection)

Don’t change your marketing strategy yet. You need clean data first.

Do:

• ✅ Keep doing what you’re doing (same time allocation)
• ✅ Implement all tracking (survey, UTMs, time logging)
• ✅ Collect 30 days of clean attribution data

Don’t:

• ❌ Make big channel decisions yet (not enough data)
• ❌ Kill any channels (you don’t know what’s working)
• ❌ Scale any channels aggressively (can’t confirm ROI)

Month 2 (Rerun Analysis with Real Data)

After 30 days with proper tracking:

• Rerun this analysis
• You’ll have attribution for 90%+ of signups
• You’ll have time investment data
• Then you can actually optimize

Bottom Line

You have a product getting signups (85/month!) but you’re flying completely blind on attribution.

The good news:

• Email works (5.67% conversion is solid)
• You’re getting signups (something is working)
• This is fixable in 1 week of implementation

The bad news:

• 76% of your signups have unknown sources
• You can’t optimize what you can’t measure
• Every day without tracking is lost insight

Next action: Implement the “How did you hear about us?” dropdown this week. It’s a 30-minute fix that will transform your decision-making within 30 days.

Re-run this analysis in 30 days with real attribution data.