# Marketing attribution audit checklist > Check whether attribution reports preserve useful evidence without overstating causality. Work through 10 checks, record evidence and owners, and save an editable copy. Source: https://saas-marketing.net/checklists/attribution-audit-checklist/ Topic: SaaS Demand Generation Type: checklist Published: 2026-09-17 Last updated: 2026-09-17 Publisher: SaaS Marketing (saas-marketing.net) License: CC BY 4.0. Quote or republish with attribution and a link to https://saas-marketing.net/checklists/attribution-audit-checklist/ ## Short answer Marketing attribution audit checklist helps a SaaS team check whether attribution reports preserve useful evidence without overstating causality. Mark each check only after reviewing the evidence. Record unresolved items with an owner and next action; a completed checklist records the review, not a guarantee of business results. ## Key takeaways - Check whether attribution reports preserve useful evidence without overstating causality. - Do not force unknown traffic into a channel to make the dashboard total look complete. - Record evidence and an accountable owner for each unresolved check. - The editable download includes status, owner and evidence columns. --- Check whether attribution reports preserve useful evidence without overstating causality. For the wider context, see the [saas demand generation hub](/saas-demand-generation/). ## Work through the checks **Marketing attribution audit checklist** ## Save the evidence | Check | Status | Owner | Evidence and next action | | --- | --- | --- | --- | | First-touch and conversion definitions are documented | Not reviewed | | | | Campaign parameters follow a shared taxonomy | Not reviewed | | | | Click identifiers are retained only where appropriate | Not reviewed | | | | Cross-domain transitions have been tested | Not reviewed | | | | Offline outcomes use stable account identifiers | Not reviewed | | | | Duplicate conversions are excluded | Not reviewed | | | | Direct and unknown traffic remain visible | Not reviewed | | | | Self-reported discovery is stored separately | Not reviewed | | | | Model changes are versioned | Not reviewed | | | | Pipeline totals reconcile with the CRM | Not reviewed | | | ## A situation to test Compare one closed opportunity's raw touchpoints with its reported attribution. Explain every transformation before trusting the aggregate. Use this example as a review prompt. Ask the owner to demonstrate the real behavior or show the underlying record. A screenshot of settings can help, but it does not replace testing the outcome the customer experiences. ## When to stop and fix the issue Do not force unknown traffic into a channel to make the dashboard total look complete. Prioritize failures that mislead customers, lose data, break the promised action or make measurement unreliable. Cosmetic improvements can be scheduled separately when they do not prevent the task from being completed. Record the reason for any accepted exception so the next reviewer does not mistake it for an overlooked problem. ## How to close the review Assign every unresolved item to a named person and a date. Keep the evidence close to the checklist, using links with appropriate access rather than copying sensitive records into a public document. After the fix, repeat the relevant check and record what changed. The final review should answer three questions: what passed, what remains uncertain, and what action follows. If a requirement does not apply, state why. A blanket tick against every row provides less value than a shorter list with specific evidence and a clear next step. ## Related resources - [Demand creation vs demand capture](/guides/demand-creation-vs-demand-capture/) - [B2B SaaS demand generation strategy](/guides/b2b-saas-demand-generation-strategy/) - [Demand generation for SaaS startups](/guides/demand-generation-for-saas-startups/) - [The 90 day demand generation plan](/playbooks/saas-demand-generation-90-day-plan/) - [Demand generation playbooks by ACV band](/playbooks/demand-generation-by-acv-band/) Browse more [checklists](/checklists/) or save the [resource index](/resources/). {/* expanded-practice-2026-09 */} ## Apply marketing attribution audit checklist in a working review Treat each check as a request for evidence, not a box to tick from memory. Inspect the actual behavior or record, note the result and assign an owner to any failure. Distinguish a blocking issue from a deferred improvement. Keep the reason for an exception so a later reviewer can understand why the work proceeded. For this topic, involve the campaign owner and the team receiving requested follow-up and work from the audience hypothesis, offer and campaign handoff. The relevant unit is an eligible participant or buying account. State the question the review should resolve before choosing a chart, an asset or a tool. If participants disagree about the unit or scope, resolve that disagreement before combining their evidence. ### Evidence to prepare Keep education, engagement and purchase intent separate. A useful campaign can help someone understand a problem without creating an immediate opportunity. Define the learning objective and the commercial next step independently so the program can be evaluated without inflating either. | Review field | What to record | | --- | --- | | Topic | Marketing attribution audit checklist | | Decision | The specific action this explanation should help you choose | | Working evidence | the audience hypothesis, offer and campaign handoff | | Unit and scope | an eligible participant or buying account | | Responsible people | campaign owner and the team receiving requested follow-up | | Remaining uncertainty | The missing fact that could change the decision | ### Two situations that can change the interpretation #### When webinar registrations do not become conversations An attendee who uses a worksheet may have received value without being ready to buy; the event should not label every participant purchase-ready. Use this check: Separate registrants, attendees, useful participation and explicit requests for help. Attendance alone is not permission for an unrelated sales sequence. The [focused diagnostic guide](/guides/webinar-registrations-do-not-become-conversations/) provides the correction process and a working evidence sheet. #### When demand campaigns reach sales without context Someone attending a pricing workshop may want research guidance rather than a demo of every product feature. Use this check: Inspect the handoff record for the campaign topic, participant action and stated question. Do not turn inferred interest into a fabricated statement from the prospect. The [focused diagnostic guide](/guides/demand-campaign-has-no-sales-context/) provides the correction process and a working evidence sheet. ### Record the decision and the limit A workshop attendee who completes an exercise has received a useful outcome. An attendee who asks for a tailored evaluation has taken a different step. The handoff should preserve that distinction instead of sending the same aggressive follow-up to everyone. Keep the conclusion beside the evidence that supports it. Record what the team will do, who owns the next action and which event or date will trigger a review. If the underlying definition, audience or product behavior changes, revisit the conclusion rather than assuming the old result still applies. A clear limit is useful information; it tells the next reader where additional investigation is required. Use the [complete topic collection](/topics/saas-demand-generation/) for related methods and the [category field guides](/industries/) when the product's buying situation or implementation requirements change how the method should be applied. ## Frequently asked questions ### How should I use this checklist? Choose one campaign, page, process or account group. Review each check against actual evidence, record exceptions and assign follow-up work before marking the review complete. ### What should stop the work from proceeding? Do not force unknown traffic into a channel to make the dashboard total look complete. ### Does a completed checklist guarantee success? No. It records a structured review of known risks and requirements. Customer behavior, market conditions and facts outside the review can still change the outcome. ### Can I save the checklist? Use the download form for an editable CSV copy. Browser checkmarks are saved on this device where local storage is available; they are not shared with your team.