Your attribution debate is performance theater

Your marketing team, retention agency, and finance department are all looking at the same numbers, but they're reaching completely different conclusions. Each side has to push down the nagging fear that the others are gaming the data. Finance thinks everyone's being silly.

And meanwhile, you're stuck in endless attribution debates that feel more like philosophical arguments than business strategy.

Here's the uncomfortable truth: your attribution debate is performance theater. You're arguing about the wrong thing entirely.

As CEO and founder of YOCTO, I've worked with 100+ health and wellness subscription brands, from one of Europe's fastest-growing companies to top UK scale-ups and some of the best retention operators, across in-house, consulting, and agency roles.

Again and again, I've watched teams burn time debating attribution instead of focusing on what moves revenue. Here's everything you need to know about the attribution conversation.

Attribution ≠ truth

Attribution, strictly speaking, has a clear definition: X caused Y. If a buyer would have purchased anyway, your campaign didn't cause the sale. If the purchase wouldn't have happened without your campaign, it did.

But most marketing attribution models don't prove causation. They only infer it from correlated signals. For example, you can't really prove that a specific action like a shopper opening an email, clicking a link, or seeing an ad drove a purchase. There are invisible factors everywhere: word-of-mouth recommendations, brand recall from previous touchpoints, competitive research, reviews, and social proof.

"The average adult makes around 35,000 decisions a day, according to the Harvard Business Review," shares Anna Sophie Fokdal Christensen, head of email and retention at FABO, a holistic growth partner for ecommerce brands working in the lifestyle and apparel industry. "It's almost impossible to conclude with certainty what ad, email, or offline campaign drove a sale. It could be all of them and none of them at the same time."

It's almost impossible to conclude with certainty what ad, email, or offline campaign drove a sale.Anna Sophie Fokdal Christensen, head of email and retention

Marketing also shapes memory, not just immediate actions. A prospect may not be actively shopping today, but your campaign can build a preference that helps them convert later when they're ready to buy. Every email that lands in someone's inbox serves as a brand impression that builds mental availability, meaning your brand becomes top of mind when customers develop a need for your type of solution.

Think about your own buying behavior. When you buy something, is it ever really because of one single touchpoint? Of course not. You might see an email, Google some reviews, ask a friend, check social media, and then finally buy.

A first-click attribution model might credit the email, but the real story is infinitely more complex.

Christensen recommends that brands look at attribution holistically, asking:

• What initiatives drove the sale altogether?
• Where did the lead initially come from?
• At what point did the intent to purchase actually tip over?

"You might not ever get the full truth," Christensen acknowledges. "But this approach will give you the nuances that allow you to make smarter, more strategic decisions. In other words: stop chasing the perfect attribution model and start chasing the perfect customer understanding."

Stop chasing the perfect attribution model and start chasing the perfect customer understanding.Anna Sophie Fokdal Christensen, head of email and retention

Time controls the clock, not the other way around

To be colorful about it, attribution is like having a clock on the wall. You can change the time on the clock-set it to Paris time, Singapore time, or Oklahoma time-but the actual time stays the same. The clock doesn't cause time to move faster or slower.

From Meta to Google, every technology's attribution settings are slightly biased in its own favor. But you're not ultimately changing the net impact of your marketing by looking at attribution on different platforms.

Similarly, every attribution model-from pure last-touch and first-touch to position-based, time decay, and linear multi-touch-measures marketing impact a little differently. Last-touch attribution, for example, gives 100% credit to the final interaction, completely ignoring discovery channels. First-touch attribution, meanwhile, makes your retention campaigns look worthless, since they're never the first interaction.

"Last-touch models aren't perfect either, as they make it so that certain models have unseen impact," says Ben Zettler, founder of Zettler Digital, a performance marketing and website development agency based in the NYC metropolitan area.

"The biggest mistake brands make is obsessing over what channels get credit," Zettler says. He's right: the truth is that all attribution models have their strengths and drawbacks.

The biggest mistake brands make is obsessing over what channels get credit.Ben Zettler, founder

Remember: you make the same amount of money regardless of which attribution model you choose.

"At FABO," Christensen shares, "we work with a "Total Impact" framework that lets us break down each order and attribute part of its value back to the UTM touchpoints that actually influenced it. Our model doesn't change the total revenue-just as changing a clock doesn't change the time-but it does change how we see which channels pulled their weight. That perspective helps us decide where to invest time, energy, and ad spend."

What first-touch attribution models miss

Here's something you can test right now: look at your Google Analytics during your next major marketing text send. You'll see a spike in sales attributed to "direct" channels on the same day.

What does this mean? People are taking what they see in your text, typing it into their search bar, entering your website on their own, and placing an order. The text you sent doesn't get the credit for the sale, but it's clearly influenced it.

I see this a lot with brands that do big sends. The bigger your list, the more obvious this pattern becomes.

And it's proof that attribution models miss much of what actually matters.

What Klaviyo's attribution gets right

Attribution is only useful if it reflects reality. That's why Klaviyo gives you more control than most platforms.

"The flexibility of attribution settings and the ability to compare models means Klaviyo doesn't force you to live with one version of reality," says Zettler. "You can define your own with what's best for your business."

Here are 5 ways Klaviyo helps you get attribution right:

1. Customizable attribution windows

By default, Klaviyo uses a 5-day attribution window that starts when a recipient opens or clicks an email. You can shorten or expand that window-from one hour up to 30 days-depending on your needs. Many platforms lock you into broad ranges, but Klaviyo lets you choose.

This 5-day default isn't inflated, despite what some critics claim. Research shows memory recall drops by 50% after 24 hours but stays consistent for up to 5 days, before dropping rapidly. In other words, the default reflects how memory and purchase timing actually work.

2. Flexibility to adjust settings retroactively and select success metrics

With Klaviyo, you can retroactively adjust attribution settings. They reprocess your entire Klaviyo history, so year-over-year and month-over-month comparisons remain valid even as you change models.

Christensen recommends exploring Klaviyo's Attribution Compare: "Switch it to 1 day, 10 days, and even 30 days, and look at how revenue shifts, how certain campaigns perform under each window, and where the drop-offs happen. This approach doesn't just give you numbers, it gives you context. And in attribution, context is the closest thing you'll ever get to the truth."

At YOCTO, our standard recommendation is to measure clicks only over 5-day windows, making sure to exclude bots (which I'll address in the next section).

This approach is ideal because:

• It tends to align closely with Google Analytics attribution.
• It doesn't create the problem of over-reporting.
• It gives you numbers that other teams within your company will actually trust.

3. Ability to exclude bot clicks and opens

Opens aren't always trustworthy, especially since Apple's Mail Privacy changes. That's why Klaviyo lets you switch from opens to click tracking for success metrics. They also let you filter Apple Privacy opens out.

But even authentic opens don't always signal purchase intent-they simply mean someone saw something interesting. Clicks, however, are a stronger indicator of intent. With Klaviyo, you can focus on click-based attribution and exclude bot clicks or opens, giving you cleaner data.

That said, your attribution should be click-based, not open-based. In our experience, opens don't signal real purchase intent-they just mean someone saw something interesting enough to explore. Click rate is a much stronger indicator of purchase intent.

This approach tends to align with Google Analytics, avoids over-reporting, and gives you numbers other teams in your company will trust.

4. Multiple channels under one roof

Klaviyo attribution works across all your Klaviyo channels, including email, text messaging, push, and Whatsapp. This prevents the double-counting that happens with many other platforms.

For example, if a subscriber opens an email on day 1, clicks a text on day 2, and then buys on day 4, the revenue is attributed to email-the last channel they engaged with before purchase. This system provides a fairer, clearer picture of channel performance.

Most competitors can't do this. SMS-only platforms, for instance, typically double-count sales, making true channel performance impossible to measure.

5. Omnichannel, linear multi-touch attribution

Soon, Klaviyo will extend attribution beyond email and text messaging. An "other channels" measurement will capture on-site activity and additional touchpoints, creating an even more complete picture of customer journeys.

Likewise, Klaviyo has something most competitors don't: omnichannel, linear multi-channel attribution. If you send both an email and a text message, and someone buys, both channels don't claim credit for the same sale.

Suppose a user receives an email on day 1, then clicks a text on day 2, clicks a TikTok ad on day 3, and then buys. Revenue will only be attributed to SMS if they purchase within 24 hours (which is the SMS channel's default attribution).

But if they purchase on day 4, the sale will be attributed to email. But with omnichannel, linear multi-touch attribution, conversion credit is distributed equally among all significant customer touchpoints.

This is a powerful, easy, and fair way to evaluate how your channels perform, and is miles ahead of the attribution you'd see in, say, an SMS-only platform.

This is not standard in the industry. Most technologies will double-count, making it impossible to understand true channel performance.

Klaviyo doesn't pretend to offer absolute truth-and that's what makes it useful

Klaviyo gives marketers the ability to switch between opens and clicks, adjust attribution windows, and separate Apple Privacy opens from legitimate engagement. This flexibility helps you build consistent models that reflect your actual strategy.

Here's what that looks like in practice:

• Get everyone in a room. Bring together your marketing team, agency partners, and finance.
• Pick your settings. Decide on attribution windows, click vs. open tracking, and channel priorities.
• Stick to your methodology. Don't change settings every month based on which numbers look better. If your organization insists on tracking email revenue off-platform, concede this point, but educate colleagues on why no attribution model is perfect.
• Make apple-to-apple comparisons. Track trends over time using the same measurement approach.
• Focus on incrementality. Test what actually drives additional revenue. Track unique email clicks as a robust indicator of growing customer interest, since this removes the noise of repeat interactions while showing genuine interest.

CRM marketers need to level up

This brings us to a bigger point: as a CRM marketer, you need to stop thinking of yourself as a sender of emails and texts. You're a business strategist who happens to use email and text message marketing as tools.

As a CRM marketer, you're a business strategist who happens to use email and text marketing as tools.

That means:

• Learning to speak in financial terms
• Understanding how to make business cases for testing
• Measuring true incremental impact, not just attributed revenue
• Communicating results in language that resonates with leadership

"The time spent debating which marketing channel drove a sale often veers into wasteful territory," says Zettler. "Spend your time running real tests and let your sales data settle the argument."

Klaviyo's attribution tools are already flexible enough to solve most measurement problems. The real work is using that flexibility strategically, by:

• Aligning your team on consistent methodology
• Focusing on incrementality over attribution
• Building the business case for proper testing

Stop debating attribution windows. Start testing what actually drives incremental revenue. Your bottom line will thank you.