---
title: "Tracking and attribution, Marketing & Customer Acquisition"
url: https://poolroutemarketplace.com/learn/marketing-and-customer-acquisition/tracking-and-attribution
description: "If you don't know which channels generate which customers, you'll over-invest in the worst ones. Attribution doesn't have to be sophisticated, it has to exist."
lang: en
---

# Tracking and attribution

Lesson 8 of 8 · 7 min read

If you don't know which channels generate which customers, you'll over-invest in the worst ones. Attribution doesn't have to be sophisticated, it has to exist.

**The minimum viable system.** A single field on every new customer record: "How did you hear about us?" Filled in by whoever takes the call or processes the signup. Simple values: Google search, GBP, referral (from whom), door hanger (which neighborhood), Facebook, Nextdoor, drive-by, other.

**Better: source-tagged phone numbers.** Use a call-tracking service (CallRail, etc.) to assign distinct phone numbers to each major channel (your GBP, your website, your door hangers). Calls automatically attribute to source. Cost: $30–$100/month, easily worth it past 3 trucks.

**Better still: UTM parameters and Google Analytics.** For digital channels, every link should carry UTM parameters identifying campaign source. Combined with conversion tracking on your website's signup form, this gives you channel-level CAC and LTV.

**What to compute monthly.**

\- New accounts by source (count and % of total)
\- Spend by source (where you can attribute)
\- CAC by source (spend / accounts)
\- Average ticket by source
\- Estimated LTV by source (average ticket × estimated tenure)

**Decisions this drives.**

\- Channels with CAC over 12 months of revenue: reduce or kill
\- Channels with CAC under 6 months of revenue: scale aggressively
\- Channels with CAC between: hold steady, optimize

**Common mistakes.**

\- Asking "how did you hear about us?" but never aggregating the answers
\- Confusing first-touch (saw a billboard) with last-touch (Googled and clicked), most customers have multiple touches; pick a model and stick with it
\- Stopping channels prematurely without enough data (need 30+ acquired customers from a channel before judging it)
\- Ignoring referrals because they "happen automatically", the channel does have a CAC (your service quality and review investment) and a measurable LTV

Attribution doesn't have to be perfect. Directionally right and consistently tracked beats "we'll figure it out later" forever.

## Quick check

\1. Minimum viable attribution system?

\2. When to scale a channel aggressively?

\3. How many acquired customers from a channel before judging it?

\4. Minimum viable attribution system?

\5. When to scale a channel aggressively?

\6. The minimum viable attribution field on your new-customer form is: 'How did you ____ about us?'

\7. Match acquisition channels to their typical CAC profile.

Earn 50 points

Mark this lesson complete

← Previous lesson: https://poolroutemarketplace.com/learn/marketing-and-customer-acquisition/neighborhood-marketing

## Structured data

```json
[
  {
    "@context": "https://schema.org",
    "@type": "Organization",
    "name": "Pool Route Marketplace",
    "url": "https://poolroutemarketplace.com",
    "logo": "https://poolroutemarketplace.com/favicon.png"
  },
  {
    "@context": "https://schema.org",
    "@type": "WebSite",
    "name": "Pool Route Marketplace",
    "url": "https://poolroutemarketplace.com",
    "potentialAction": {
      "@type": "SearchAction",
      "target": "https://poolroutemarketplace.com/browse?q={search_term_string}",
      "query-input": "required name=search_term_string"
    }
  }
]
```