What this is
A scored self-audit covering click ID capture, consent, CRM fields, offline uploads, call tracking, GA4 parity and reporting. Each item is worth five points for a 100-point total.
Who it is for
Marketing leaders and ops owners before a media scale-up, CRM migration or agency handover.
How to use it
Score each item 0, 3 or 5. Sum the total. Use the band notes in the file to prioritise fixes. Re-run quarterly.
Mistake it prevents
Scaling budgets on dashboards that only measure form fills while revenue sits in calls and late CRM stages.
Scoring honesty
Have one person score independently, then review zeros with channel owners. Inflated scores hide the plumbing gaps that waste media.
Priority order
Fix click ID capture and consent zeros before debating multi-touch philosophy. Plumbing first, models second.
Cadence
Re-score quarterly and after CRM or website migrations. Attach the score PDF to the measurement runbook.
How teams actually adopt Attribution health check
Score 0, 3 or 5 per item for a 100-point total. Independent scoring then dispute review keeps honesty. Fix click ID and consent zeros before model debates. Re-run quarterly and after migrations. Attach the scored file to the measurement runbook so agency handovers inherit the gaps, not myths about thank-you page tags.
Quality bar for attribution-health-check
Quality bar for attribution-health-check: the download must be usable without a sales call. If a colleague cannot apply it in one sitting, the artefact is incomplete. Keep British English. Strip any client residue before publishing. Link the finished internal copy back to /resources/attribution-health-check/ so updates stay findable. Review the file when your CRM stages, GA4 events or account structure change, not only when someone asks for a refresh.
Prefer a guided build? See CRM implementation and conversion tracking and attribution.