The playbook
The DTC Attribution Playbook
600 entries in six parts: the objections to attribution and how to answer them, the problems it solves, the jobs marketers hire it for, and the strategic, tactical and executional decisions of a multi-channel ecommerce brand.
Three platforms, three answers, one budget to defend. Your GA4 export already holds the answer, and the first finding is free and never leaves your browser. Get your first finding free
By Joris van Huët, Founder & CEOUpdated
- Part 1100 Attribution Objections & CountersEvery objection a prospect raises about attribution, and how to answer it.
- Part 2100 Problems Attribution SolvesSpecific, measurable problems DTC brands face when attribution is broken.
- Part 3100 Jobs to Be DoneWhat DTC marketers hire attribution to do, written as job stories.
- Part 4100 Strategic ConsiderationsHigh-level decisions for marketing leaders building a measurement stack.
- Part 5100 Tactical ConsiderationsDay-to-day decisions for running multi-channel campaigns with confidence.
- Part 6100 Executional ConsiderationsGround-level execution for media buyers, analysts, and operators.
New to attribution? Start with Shopify Attribution: The Complete 2026 Guide, which covers the models, the platforms, the setup and the common mistakes.
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