Level 2 - Attribution Fundamentals

Goal: Understand how attribution works (simple facts, then light practice).

Sales aren’t mysterious. You’ll see why.

Overview

This level teaches you how sales trace back to their original traffic sources.

You’ll learn:

The 3-stage funnel (Landing → Lead → Sale)
UTM parameters and platform-specific IDs
The attribution chain (how it all connects)

By the end, you’ll understand: “This $499 sale came from Facebook campaign X, ad Y, landing page Z.”

Modules

Module 2.1 - Sales Are Not Mysterious (3-Stage Funnel)

Lessons:

Lesson 2.1.1: The 3-Stage Funnel Explained
Lesson 2.1.2: Why This Is Easy to Implement

Based on: Encyclopedia - Attribution & Tracking (3-Stage Model, Funnel Stages)

Key exercise: Build a 3-stage funnel in your tool and trace one sale back to its original UTM parameters.

💡 See Real Example: Our production multi-step funnel with breakdown →

Module 2.2 - UTM & Basic Parameters

Lessons:

Lesson 2.2.1: Definitions of utm_source, utm_medium, utm_campaign, utm_term, utm_content
Lesson 2.2.2: Why campaign_id / ad_id / affid exist
Lesson 2.2.3: Exercise - Read the footprint from 3 actual events

Based on: Encyclopedia - Event Schema (Standard UTM Parameters, Platform-Specific IDs)

Key exercise: Pull 3 events from your system and identify all UTM and platform parameters.

Module 2.3 - The Attribution Chain in Practice

Lessons:

Lesson 2.3.1: The simple chain (Capture UTM → connect to email → match sale on email)
Lesson 2.3.2: Exercise - Map your own system

Based on: Encyclopedia - Attribution & Tracking (Attribution Chain, Implementation Checklist)

Key exercise: Document how attribution flows in your system. Identify any gaps.

Key Concepts You’ll Learn

The 3-Stage Funnel:

Stage 1 (Landing): Anonymous visitor, UTM parameters only
Stage 2 (Lead): Identified visitor, UTM + email/phone
Stage 3 (Sale): Customer, UTM + email + transaction

The Connection:

Sale (email: john@example.com)
  ↓ match on email
Lead (email: john@example.com, created 3 days ago)
  ↓ has original UTM data
Landing (utm_source: fb, campaign_id: 120236...)

Why It’s Trivial:

1 day of dev work
10 lines of JavaScript to capture UTMs
One database field per UTM parameter
Match on email—done

Level 2 Complete

After this level, you’ll understand:

How every sale traces back to original UTM parameters
What UTM and platform parameters mean
Why email/phone is the bridge connecting everything
That implementing this is 1 day of work (no excuses)

Next Steps

👉 Continue to Level 3: Level 3 - Reading Event Footprints

Now you’ll learn to read raw event data like a “good hunter”.