Marketing attribution for B2B SaaS, tying ad spend to closed-won ARR
Why consider it
- Draws the line to closed-won revenue rather than stopping at a lead
- Sending conversions back to ad platforms improves bidding, not just reporting
- Publishes an example showing models disagreeing, which is unusually candid
- Connecting Stripe grounds attribution in the one fact nobody disputes
Worth knowing
Trade-offs: Attribution remains a modelling choice, and different models will rank channels differently · Signal lag equals your sales cycle, so bidding improvements are slow to arrive