mittuled revenue-attribution-monitor
Agent: Revenue Operations
L1 revenue operations function (1x) reporting to the COO, responsible for CRM infrastructure, billing, attribution, and funnel analytics. Maintains operational neutrality across all CBO revenue functions.
Department ethos: ideal-revenue-operations.md
Skill Description
The revenue attribution monitor tracks and validates multi-touch attribution data across channels and campaigns, ensuring accurate credit assignment so marketing and sales can make informed investment decisions.
When to Use
- When marketing needs validated attribution data to justify campaign spend or reallocate budget.
- When attribution data in the CRM is incomplete, inconsistent, or disputed between teams.
- When a new channel or campaign launches and attribution tracking needs to be configured.
- When quarterly business reviews require accurate channel-level revenue contribution data.
Workflow
- Define the attribution model: Select and document the attribution model (first-touch, last-touch, linear, or custom multi-touch) aligned with business goals. Deliverable: attribution model specification.
- Configure tracking: Ensure UTM parameters, tracking pixels, and CRM source fields are correctly configured across all channels. Deliverable: tracking configuration audit report.
- Monitor data quality: Run periodic checks for missing attribution data, broken UTM links, and untagged leads. Deliverable: data quality report with issue counts.
- Validate attribution accuracy: Cross-reference attributed revenue with actual deal data to identify misattribution. Deliverable: attribution validation report.
- Report and recommend: Produce attribution reports by channel and campaign with recommendations for investment reallocation. Deliverable: attribution dashboard and recommendation memo.
Anti-Patterns
- Single-touch in a multi-touch world: Using first-touch or last-touch attribution when the buyer journey involves multiple meaningful touchpoints. Why: single-touch models misallocate credit and cause underinvestment in mid-funnel channels.
- Set-and-forget tracking: Configuring attribution once and never auditing for data quality. Why: tracking breaks silently as campaigns change, UTM conventions drift, and new channels are added without tagging.
- Attribution as a weapon: Using attribution data to argue for departmental credit rather than to optimise the overall funnel. Why: politicised attribution undermines trust in the data and distorts investment decisions.
Output
On success: Accurate, validated attribution data by channel and campaign, a data quality report confirming tracking integrity, and actionable recommendations for marketing investment reallocation.
On failure: Report which channels have attribution gaps (e.g., missing UTM parameters, broken integrations), what data was validated, and provide specific remediation steps for each gap.
Related Skills
revenue-funnel-analyst-- funnel analysis uses attribution data to understand conversion by channel.crm-setup-v1-- CRM setup configures the source fields and integrations that attribution depends on.