Layer multiple attribution methods to triangulate conversion sources on platforms with poor tracking
When platforms have weak native attribution (like YouTube), combine multiple tracking methods to triangulate true conversion sources: passive tracking (UTMs), active user verification (unique coupon codes via support), and onboarding surveys. This provides data confidence for optimization decisions despite platform limitations.
When to use
When using distribution channels with poor native attribution and you need conversion data to decide which content to amplify or creators to invest in
Don't do this
Relying on single tracking method (e.g., only UTMs) that captures <5% of conversions, or making amplification decisions without attribution data
1 Founder Who Did This
Implemented three-layer tracking: (1) UTMs in video descriptions (~1% click-through), (2) video-specific coupon codes retrieved by asking support chat to mention the video, (3) onboarding questionnaire showing creator faces when user selects 'came from YouTube'