Your launch dashboard shows 10,000 website visits, 500 sales, and $50K revenue.
Success, right?
Maybe. But without proper attribution, you have no idea which efforts drove results and which were just expensive noise.
The Attribution Blind Spot
Most brands measure launch success like a single-channel campaign. They see total revenue and call it a win.
But launches are omnichannel events. Customer journeys zigzag across email, social, paid ads, influencers, and word-of-mouth before converting.
Understanding the path to purchase is what separates one-hit launches from repeatable launch machines.
A graphic with various marketing attribution channels.
The Launch Attribution Framework
🎯 Direct Attribution (Easy to Track)
Email campaign clicks and conversions
Paid ad performance by platform
Social media link clicks
Influencer trackable codes
🎯 Indirect Attribution (Harder but Critical)
Branded search lift during launch period
Social media mention volume and sentiment
Customer survey responses: "How did you hear about us?"
Organic traffic spikes to product pages
🎯 Long-term Attribution (Most Important)
Customer lifetime value by acquisition channel
Return customer rates from launch buyers
Word-of-mouth referrals from launch customers
Brand awareness metrics in target market
The Post-Launch Attribution Audit
Within 30 days of your launch, analyze:
Channel Performance: Which channels drove the highest-quality customers (not just the most customers)?
Customer Journey Mapping: What was the average number of touchpoints before conversion?
Content Performance: Which pieces of launch content had the longest lifespan and engagement?
Influencer ROI: Beyond immediate sales, which partnerships drove ongoing brand awareness?
An example customer journey mapping.
The Launch Learning Loop
The goal isn't just to measure this launch—it's to improve the next one.
Document what worked, what didn't, and what surprised you. This intelligence compounds into launch expertise that can't be replicated.
The million-dollar question: Which channel surprised you most during your last launch?
