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A Startup's Guide to Attribution - Firebrand

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A Startup’s Guide to Attribution

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Marketing attribution helps to understand the contribution marketing actions make towards a goal, to optimize the marketing mix and to make better decisions – like lowering the cost of acquisition for increased efficiency.

This guide will give you an introduction to attribution and walk you through the process. In this guide you will learn:

  • What marketing attribution is and how to measure it
  • How to understand attribution frameworks and models
  • See how to interpret result to adjust the marketing mix and budgets

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    What’s inside

    [](https://www.firebrand.marketing/wp-content/uploads/2024/08/Attribution-ebook-cover.webp "Attribution-ebook-cover")

    [](https://www.firebrand.marketing/wp-content/uploads/2024/08/Firebrand-Startup-Guide-to-Attribution_Page_03.jpg "Firebrand - Startup Guide to Attribution_Page_03")

    [](https://www.firebrand.marketing/wp-content/uploads/2024/08/Firebrand-Startup-Guide-to-Attribution_Page_07.jpg "Firebrand - Startup Guide to Attribution_Page_07")

    [](https://www.firebrand.marketing/wp-content/uploads/2024/08/Firebrand-Startup-Guide-to-Attribution_Page_15.jpg "Firebrand - Startup Guide to Attribution_Page_15")

    Startup marketers want to make data-driven decisions about how their programs are performing.

    But attribution is complex – and unless you have it set up correctly, you run the risk of making the wrong decisions. That’s why we’ve put together this primer on attribution.

    About the Author

    Morgan McLintic, CEO

    Morgan McLintic is the founder of Firebrand. With over 25 years’ experience in the tech sector, he advises clients about their marketing and PR strategy. Prior to Firebrand, he was the founder of digital communications agency, LEWIS in the US, growing it to 250 staff and $35m revenue.

    © 2025 Firebrand Communications LLC

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