Can I use this for quarterly marketing audits?

Yes, it includes a specific QA runbook designed for both new campaign launches and quarterly audits to catch recurring tagging errors.

Which attribution models are covered in this playbook?

The playbook includes guidance on first-touch, last-touch, linear, position-based, and data-driven attribution models, outlining the pros and cons of each.

How does it help with data integrity?

It uses data contracts and QA checklists to verify required fields, deduplication logic, and cross-tool data reconciliation between marketing tools and CRMs.

Does this skill automate UTM generation?

It provides the framework, taxonomy rules, and templates for building and validating UTMs to ensure team-wide consistency across all campaigns.

Marketing Attribution Playbook

Name: Marketing Attribution Playbook
Author: gtmagents

bygtmagents

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Marketing Automation

Standardizes marketing attribution and campaign tagging to ensure accurate ROI tracking and data governance.

About

The Marketing Attribution Playbook skill provides a comprehensive framework for managing complex marketing attribution models and campaign tracking within Claude Code. It offers structured guidance on UTM taxonomy, comparative analysis of attribution models—such as first-touch, linear, or data-driven—and data contract enforcement to ensure consistency across systems of record. Ideal for Revenue Operations and Marketing teams, this skill includes templates for campaign audits and QA checklists that facilitate cross-tool reconciliation and change management, helping organizations move from fragmented data to decision-ready narratives.

Key Features

Data contract templates for cross-system synchronization
29 GitHub stars
Standardized UTM taxonomy rules for channels, campaigns, and creatives
Change management frameworks for approving attribution model shifts
Comprehensive catalog of attribution models with selection criteria
QA checklists for campaign launches and quarterly audits

Use Cases

Establishing a governed UTM strategy for cross-functional marketing teams
Comparing and selecting attribution models to align marketing spend with finance ROI
Performing post-launch QA to reconcile data between ad platforms and CRMs

About

Key Features

Data contract templates for cross-system synchronization
29 GitHub stars
Standardized UTM taxonomy rules for channels, campaigns, and creatives
Change management frameworks for approving attribution model shifts
Comprehensive catalog of attribution models with selection criteria
QA checklists for campaign launches and quarterly audits

Use Cases

Establishing a governed UTM strategy for cross-functional marketing teams
Comparing and selecting attribution models to align marketing spend with finance ROI
Performing post-launch QA to reconcile data between ad platforms and CRMs