Attribution sucks.

Here is why everyone hates it.

Problem #1:

Outbound and offline lead generation is invisible

Outbound conversations, events, dinners, conferences, referrals, and word of mouth drive real revenue. Most of those moments never touch a browser. Once a deal closes, attribution tools try to reverse engineer what happened instead of acknowledging what they cannot see.

Problem #2:

Ad blockers remove critical signal

A growing percentage of buyers block scripts, cookies, and pixels entirely. This is not edge behavior anymore. It means large parts of the funnel never get tracked, even when marketing influenced the outcome.

Problem #3:

Direct traffic hides real influence from ads

Someone sees an ad on Instagram, talks about it internally, then types the company name directly into their browser days later. The conversion gets credited to Direct. The influence disappears. The channel that actually created demand gets zero credit.

Problem #4:

CRMs do not capture enough attribution info

Channel level attribution is where most CRMs stop. Paid Social, Organic Search, Direct. The detail that actually explains why a lead converted never makes it into the CRM.

Problem #5:

First or last click does not tell the whole story

Attribution often credits the first click or the last click because it is simple. But B2B decisions rarely happen in one moment. Buyers touch multiple channels, return weeks later, and convert long after the original influence.

Problem #6:

LLMs are fragmenting search traffic and breaking attribution

Traffic is fragmented across AI search and companies are confused as to what prompts are being entered to find your company.

At Source, we are working on solving all of these problems as the state of attribution continues to evolve.

Join us on this journey

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