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Attribution

Attribution is the key to growth

Two companies. Same product, same budget, same market. One knows which $1 came back as $6. The other is guessing. Six months later only one of them is still investing in growth.

Founder note · 2 min

“I managed millions in ad spend before I built this. The reporting was always the lie.”
Justin Wood, founder of Trakt — previously running paid media at produktiv.agency
Eight years, agency side

Paid media for clients who asked one question every month: what worked?

The stack was $4k a month

Only the accounts big enough to afford it ever got a straight answer.

So we built it in

Same attribution, one tool, priced for the company doing $50k a month.

The argument

You don't have a lead problem, you have a measurement problem

Nobody goes out of business because a channel didn't work. They go out of business because they couldn't tell which one did, so they cut the winner and fed the loser for another quarter. Attribution isn't a report. It's the steering wheel.

Without it

Every budget meeting is a debate

  • Spend goes to whatever the loudest person believes.
  • Sales says the leads are bad. Marketing says the follow-up is bad. Nobody can prove either.
  • The channel that quietly closes the biggest deals gets cut because it looks expensive per click.
  • You scale the thing that generated volume, and your CAC doubles.
  • Growth stalls, and you never find out why in time to fix it.

With it

Every budget meeting is arithmetic

  • You know the cost of a closed deal per channel, not per click.
  • The loser gets cut in week two instead of quarter three.
  • You double the winner while it is still working, not after the season ends.
  • Sales and marketing argue about the same table, so the argument ends.
  • You can raise spend with a straight face, because the return is on the record.

The thread

Attribution is a workflow, and the tracking link is the thread through it

Attribution is not a report you run at the end of the quarter. It is six ordinary steps, tied together by one small thing: a URL with five extra words on the end. That string is the only object that touches the ad, the page, the form, the lead, the deal and the report. Keep it intact and the chain holds.

  1. 01
    Plan

    Name the campaign and decide its taxonomy once.

    the link is written
  2. 02
    Tag

    Source, medium, campaign, content, id — picked, not typed.

    the link is written
  3. 03
    Publish

    Ad, post, email, printed QR. One link per placement.

    the link travels
  4. 04
    Capture

    The form stores all six fields on the lead record.

    the link is stored
  5. 05
    Qualify

    Stages, owners, months. The tag does not move.

    the link is carried
  6. 06
    Report

    Revenue by source, read rather than reconciled.

    the link is counted

The thread itself

trakt.pro/pricing?utm_source=reddit&utm_medium=cpc&utm_campaign=cyber-monday-2026&utm_content=promoted-01&utm_id=cm26-1130
utm_source
Who sent them

The platform or place — reddit, google, a booth, a partner.

utm_medium
How it was paid for

cpc, social, email, qr-code. This is the line on the budget.

utm_campaign
Which push

The named effort, so a quarter can be compared to a quarter.

utm_content
Which creative

Reel 01 versus the story. This is where the real learning hides.

utm_id
Which exact link

The join key that survives into the CRM and the ledger.

Where the thread snaps

  • Someone rebuilds the link by hand and drops the tags.
  • The form doesn't store them, so the lead arrives blank.
  • The CRM drops them when the deal is created.
  • Six people spell one channel six ways.
  • Anything printed or spoken never had a link at all.

What an unbroken thread gets you

  • One spelling per channel.
  • All six fields stored on the lead, automatically.
  • A QR on every link, so offline joins the same table.
  • Tags carried through to won and lost.
  • Revenue by source, no export needed.

How this product happened

We sold this as a service before we built it as a product

At Produktiv, attribution was the thing enterprises paid us to install. A tagging taxonomy the whole marketing team could follow, capture wired into every form, the source carried through to closed revenue. Big budgets, long engagements, and it worked.

So we started installing the same thing for the startups we worked with, the ones who could never have afforded it as a project. Same taxonomy, same capture, same discipline.

Then it compounded in both directions. The startups grew, because they finally knew which channel to feed. The enterprises kept investing with us, because we could show them where their money went. The same workflow was doing all of it, and every install was us rebuilding it by hand.

Enterprise

Paid us to install it, then kept renewing on the strength of the reporting.

Startups

Got the same setup for free, and grew because they stopped guessing.

Us

Rebuilt the same workflow by hand on every account. That is what became Trakt.

  • Built by the people who had to answer for the spend, not report on it.
  • Priced for the company doing five figures a month, not seven.
  • Working in an afternoon, because attribution you postpone is attribution you never get.

The rest of the tour

Where the thread runs

Five pages, one per step of the workflow above. Take whichever part of it you are trying to fix.

Stop guessing this quarter.

Install the snippet, tag your links, and watch first click, form and closed deal reconcile into revenue by campaign.

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