Attribution Data Contract Negotiation (Onboarding)

Attribution Data Contract Negotiation (Onboarding)

1. 01

   Map every revenue event the client wants attributed before selecting a measurement method

   List closed-won deals, renewals, expansion revenue, and refunds separately. A DTC brand on Shopify and a B2B account on HubSpot pipeline stages need different event definitions, and the contract has to name which one governs.

2. 02

   Confirm the CRM is the source of truth for revenue, not the ad platform

   Platform-reported conversions and CRM-closed revenue routinely diverge by 20 to 40 percent. Write the reconciliation rule into the contract so the first monthly report does not become a dispute about whose number is correct.

3. 03

   Document which touchpoints get tracked and which are explicitly out of scope

   Offline events, dark social, and partner referrals are the usual gaps. Naming them as out of scope up front is cheaper than defending an incomplete model in month three.

4. 04

   Set the lookback window and state it in the client's own language

   A 90-day window suits a considered B2B purchase; a 7-day window suits repeat e-commerce. Put the number in the contract and repeat it in the dashboard header so nobody re-litigates it.

5. 05

   Agree on the minimum data the client must supply each month

   Spell out CRM exports, spend files, and any offline conversion uploads with a named owner on the client side. Attribution models fail on missing inputs far more often than on bad math.

6. 06

   Name the person who signs off on methodology changes

   One approver, documented by role. When a client's marketing lead changes, the contract still tells the agency who can authorize a model switch.

7. 07

   Record the baseline metrics the engagement will be judged against

   Capture current blended CAC, channel-level ROAS, and last-click revenue share before any model goes live. Without a frozen baseline, the agency cannot demonstrate movement later.