Co-marketing Attribution Playbook Skill

When to Use

• Planning measurement strategy for joint campaigns or events.

• Reconciling attribution discrepancies between partner analytics stacks.

• Preparing executive or partner reports on shared pipeline/revenue impact.

Framework

• Taxonomy Alignment – agree on UTM structure, campaign IDs, stages, and conversion definitions.

• Data Exchange – determine cadence, format, security requirements, and normalization rules.

• Attribution Models – select methods (first/last/multi-touch, split attribution, weighted models) and document assumptions.

• Governance – define owners for metric updates, dispute resolution, and audit trails.

• Storytelling – package dashboards and narratives for stakeholders, highlighting joint impact and next steps.

Templates

• Attribution worksheet (source → partner → funnel stage → revenue).

• Data sharing checklist (fields, format, frequency, security).

• Reporting deck outline (KPIs, insights, actions).

Tips

• Run attribution dry-runs before launch to catch data gaps.

• Include qualitative context (partner reach, brand lift) alongside quantitative metrics.

• Pair with track-source command to keep reports consistent across cycles.