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.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
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
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
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.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
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 the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. 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 the audit ranks first, 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.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
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.
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Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.