A Growth Marketer’s 2024
Guide to Attribution and CAC Modelling
Download our free step-by-step strategic and technical roadmap to building a model you can rely on.
Trust Your Tracking
Feel confident in your tracking setup with a checklist any marketer can implement.
Master Attribution Models
Learn how to create a model that matches your business—without a data scientist.
Confidently Calculate CAC
Understand the complete picture when calculating acquisition costs.
Benchmark Your Performance
Access our proprietary, industry- segmented metrics to see where you stand.
Attribution has never been more important
Great marketing starts with buy-in. When you have buy-in from your leadership, you can test more, take big swings, and scale faster.
But to get buy-in for your marketing, you need to know your attribution,to point to the numbers and say, with certainty, “This marketing investment drove $XXX,XXX sales.” When you can do that, leadership stops micro-managing and starts adding 0s to bonuses.
But attribution can feel harder than ever. Between privacy changes, new ad platforms, server-side tracking, and the sunset of third-party cookies, the game has changed.
Our guide will help you master attribution in 2024.
We offer clear, actionable ways to build trust (and buy-in) on your attribution. So you can stop trying to prove that your campaigns are working and focus on iterating and scaling.
What’s Inside the Guide?
Attribution
in 2024
A summary of key changes in marketing analytics over the last 5 years and what they mean for you.
Building Your
Attribution Framework
Step-by-step instructions to create a robust attribution model tailored to your needs.
Paid Drill-Down: CAC,
LTV, and Benchmarking
A deep-dive into CAC modeling, lifetime value calculations, and industry benchmarks for digital ad campaigns.
Conversion/Attribution
Tracking Checklist
Everything you need to ensure your client-side and server-side tracking is airtight.
Industry
Perspective
Quotes from marketing leaders on how they think about attribution for their business.
Hear from marketers who have put it into practice
This doc is amazing–lots of great info that marketers can really benefit from. As a numbers nerd, you know I’m all about the metrics! This is a solid collection of the tools and tactics marketers need to bring their attribution models to life.
Packed with actionable tactics! This guide helped me understand what we’re doing right and what we’re missing. Whether it’s communication with leadership or working through the execution with my team – this guide connects the dots.
One of the most engaging pieces of content about attribution I’ve ever read. Flywheel has made a complicated topic very approachable, with the right mix of humor and technical know-how.
About
Flywheel Digital
We help marketers at top digital consumer brands build measurable, meaningful growth engines.
From SEO to paid ads and marketing analytics, our data-obsessed team integrates seamlessly with yours, delivering insights and results that fuel your growth.
We made this Guide because attribution is the number one pain point we hear about from our clients.
FAQs
Our Guide is designed for growth marketers, digital marketing professionals, and marketing leaders at consumer brands who want to gain a deeper understanding of their channel performance.
This isn’t Google Analytics 101. It’s for marketers who understand the basics of marketing analytics but are seeking greater clarity on their performance.
You will learn:
- How to build and implement various attribution models, including single-channel, sales/CRM record, and multi-channel attribution.
- How to calculate and optimize your CAC, understand lifetime value (LTV), and
- Paid CAC benchmarks for home goods, consumables, apparel, digital products, online courses, and creator-led businesses.
- How to set up reliable conversion tracking systems–client-side and server-side.
Today’s marketers are like travelers 100 years ago.
We’re lamenting the lagging effectiveness of the horse-drawn carriage, but not yet appreciating the power of the new horseless carriages hitting the road.
Privacy rules have made cookies less reliable. But a suite of new technologies have made proper attribution more reliable, and more important, than ever. Our Guide shows you how.
We cover three main types of attribution models: single-channel attribution, sales/CRM record attribution, and multi-channel attribution. We provide several options for each type, including Marketing Mix Modeling for enterprise-scale brands and simple incremental assumptions for small businesses.
Each model is explained in detail, with step-by-step instructions on implementing and using them effectively to measure your marketing performance.
This guide includes a comprehensive checklist for conversion and attribution tracking. This checklist ensures that your tracking setup is accurate and reliable, covering both client-side and server-side tracking. By following the best practices outlined in the Guide, you can be confident that your conversion data is precise and actionable.
About the authors
Be Confident In Your Marketing Data
Set you and your team up for success. Download Flywheel’s Channel Attribution Guide and transform how you measure and optimize your marketing efforts.
