Marketing attribution · Marketing
Give credit to the channel that actually influenced the sale, not just the last click.
Most tracking tools default to giving all the credit to the last thing someone clicked before buying, which is rarely the whole truth. A buyer may have first found you through a blog post, seen a social ad weeks later, and only converted after a direct search for your business name.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Marketing attribution is the method used to decide which marketing touchpoint, or combination of touchpoints, gets credit for a sale when a buyer interacted with several before deciding. GullySales sets up an attribution approach suited to your sales cycle, rather than defaulting to whichever channel happened to get the last click.
We choose an attribution approach that fits how your buyers actually behave. A fast, single-touch purchase can use simple last-click tracking. A longer, considered decision needs a multi-touch model that credits several channels along the way.
This underpins channel performance analysis and campaign reporting. Without a sensible attribution method agreed first, any comparison between channels risks rewarding whichever one happens to close the deal rather than the one that actually created the interest.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The channel that started the interest never gets credit”
A blog post or social ad sparks the initial interest weeks before a purchase, but the tracking tool credits only the search click that happened right before the sale.
“Different tools claim credit for the same sale”
Google Analytics, the CRM and an ad platform each report the sale as coming from a different source, and nobody has reconciled the three.
“Budget is judged by the wrong measure”
A channel is defunded because it rarely shows as the final click, even though removing it would likely reduce sales driven by the channels that do get credit.
“A long B2B sales cycle is measured like a same-day purchase”
The attribution method used treats a six-month enterprise sale the same way as an impulse purchase, which misrepresents which channels actually mattered.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Attribution method selection
A model chosen to fit your sales cycle, from simple last-click to a multi-touch view across several channels.
Tracking alignment
Analytics, CRM and ad platform data reconciled so they agree on a consistent method rather than each claiming its own credit.
Touchpoint mapping
The channels a typical buyer interacts with before deciding, mapped from real data rather than assumption.
Attribution reporting
Regular reporting that credits contributing channels fairly, feeding into channel performance and budget decisions.
Model review
A periodic check that the chosen attribution method still fits, as your channel mix or sales cycle changes.
How the result is measured
- Contribution by channel under the agreed attribution model
- Consistency between tools reporting on the same sales
- Multi-touch journeys mapped and understood
- Budget decisions informed by attribution versus last-click alone
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses with a considered purchase where buyers interact with several channels before deciding
- Companies that suspect one channel is undervalued because it rarely gets the final click
- Owners setting a marketing budget who want to know what genuinely drives the result, not just what closes it
- Businesses running channel performance analysis or reporting who need a consistent method behind the numbers
- Teams using several tools, such as Google Analytics, a CRM and an ad platform, that each claim credit differently
Not for
It is not the right fit if.
- Very simple, single-channel businesses where there is only one touchpoint to attribute
- Businesses without enough tracking in place yet; attribution needs data to work with first
- Anyone wanting perfect certainty; attribution is always an approximation, not an exact science
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the marketing attribution work runs
- 1
Understand the buying journey
We map how many touchpoints a typical buyer has before converting, and over what timeframe.
- 2
Audit current tracking
We check what each tool currently claims credit for and where the numbers disagree.
- 3
Choose the attribution model
A method is selected that fits the complexity of your actual sales cycle, not the most sophisticated option available.
- 4
Implement and align
Tracking across tools is set up to reflect the chosen model consistently.
- 5
Measure and review
Attribution reporting feeds into channel decisions, and the model is reviewed periodically for continued fit.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
What attribution model should we use?
Do we need expensive software for this?
Is this the same as channel performance analysis?
How accurate can this realistically be?
How is this reported?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
By industry
Marketing attribution, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- How to improve lead quality before increasing your advertising budgetBefore you raise ad spend, check four numbers: cost per qualified lead, reply time, lead-to-order rate and the mix of sources. If they are weak, more budget buys more of the same problem.
- What an advertising report should containOne page at the front: what was spent, what came in, what each enquiry and order cost, what changed, and what changes next. The forty slides behind it are an appendix.
- UTM tracking for campaignsFive parameters decide whether your analytics can tell one campaign from another. The hard part is not the tags, it is four people tagging links four different ways.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.