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Free maturity assessment

Measure whether attribution is governed—or merely available.

Score 12 observable practices across definitions, data foundation, analysis, and decision governance.

What the score measures

Maturity is the ability to produce a repeatable, explainable attribution answer and use it responsibly.

The score evaluates documented institutional practice. It does not claim that an attribution model proves causality.

0 of 12 answered
01DefinitionsPlatform conversions and CRM-confirmed outcomes are labeled separately.
02DefinitionsInquiry, application, deposit, start, and enrollment rules are documented.
03DefinitionsPaid, organic, direct, referral, and unknown sources use governed definitions.
04Data foundationCampaign identifiers and source evidence persist into the CRM.
05Data foundationDuplicate, repeat, overwritten, and unmatched records are measured.
06Data foundationAttribution coverage is published beside source-level performance.
07AnalysisPeriod and cohort reporting are used for their appropriate questions.
08AnalysisFirst-touch, last-touch, and platform attribution are treated as perspectives—not causality.
09AnalysisCost per enrolled student uses aligned investment and mature outcomes.
10GovernanceMaterial discrepancies have owners, thresholds, and an exception ledger.
11GovernanceAttribution definitions and model changes are reviewed across teams.
12GovernanceBudget decisions record the evidence, assumption, owner, and follow-up date.

Scoring methodology

Each condition receives 0 points when absent, 1 when handled ad hoc, 2 when repeatable, and 3 when governed with an owner and review process. Scores are planning indicators, not industry benchmarks.

Why governance matters

More tracking does not automatically produce a better decision. Mature attribution preserves source evidence, exposes coverage, distinguishes modeled platform activity from CRM outcomes, and records how evidence influenced budget.

Read the attribution methodology →