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Playbooks for teams who measure what matters.

Guides, teardowns, and honest takes on attribution, GTM, and growth, from the people building Source and the operators who use it.

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How view-through attribution goes wrong in B2B, and how to fix it

View-through attribution mistakes header: scattered SEEN impression nodes fade out while one viewed node bridges across a gap to a glowing path that ends at a bright PIPELINE node

The six most common view-through attribution mistakes in B2B, from crediting every impression to trusting platform totals, and the simple rule set that keeps paid social credit honest.

Mitch Wainer

Oct 28, 2026

How view-through attribution goes wrong in B2B, and how to fix it

The six most common view-through attribution mistakes in B2B, from crediting every impression to trusting platform totals, and the simple rule set that keeps paid social credit honest.

Mitch Wainer

Outbound attribution for B2B header: scattered OUTREACH nodes fade out, two connect to a glowing path that runs to a bright DEAL node

Oct 27, 2026

Why outbound belongs in your B2B attribution reports

An opinion on why cold email, SDR calls and LinkedIn outreach belong in B2B attribution, what to log for every outbound touch, and how to credit outbound without a special rule.

Mitch Wainer

Referral attribution for B2B header: a faint dashed arc carries an INTRO node to a buyer, then a glowing tracked path runs on to a bright DEAL node

Oct 26, 2026

Referral attribution for B2B: credit for the intros that close deals

How to track B2B referrals and partner intros from the first conversation to closed revenue, with four capture points, sourced and influenced pipeline, and what a monthly partner report should show.

Mitch Wainer

B2B attribution glossary header: a glowing path runs from a TOUCH node to a bright REVENUE node, with short branches off the path like entries in an index

Oct 25, 2026

B2B attribution glossary: the terms your team will hear

Plain-English definitions of the B2B attribution terms your team will hear, from touchpoints and attribution windows to W-shaped models, identity resolution, sourced pipeline, real CAC and LLM attribution.

Mitch Wainer

Marketing attribution playbook for the first 90 days header: scattered dashed paths around an AUDIT node join one glowing thread that ends at a bright, fully connected REPORT node

Oct 24, 2026

A marketing attribution playbook for your first 90 days

New to a B2B marketing role and asked which channels work? Audit tracking in month one, connect visits to CRM deals in month two, and report pipeline and real CAC by channel at day 90.

Mitch Wainer

Oct 23, 2026

Who gets credit when a B2B buyer searches your brand name?

Branded search looks like your best channel because it sits at the end of the path. Six questions B2B teams ask about crediting brand clicks, plus checks to run before changing brand spend.

Mitch Wainer

Oct 22, 2026

PLG attribution, worked through one account from signup to paid

A worked example of PLG attribution: one account's path from first visit to first invoice, the four milestones to track, how three models credit the upgrade, and what to report.

Mitch Wainer

Oct 21, 2026

Source is now in Anthropic's Connectors Directory

Source MCP is now listed in Anthropic's Connectors Directory, so Claude users can connect their attribution data in a few clicks.

Mitch Wainer

Review site attribution B2B header: faint research paths converge on a glowing REVIEWS node ringed by small review nodes, then one bright path runs to a DEAL node

Oct 21, 2026

How to track G2 and Capterra reviews to B2B pipeline

A how-to guide to review site attribution: why G2 and Capterra look small in reports, where reviews sit on the buyer path, five setup steps, how to treat intent data, and what to report.

Mitch Wainer

Scattered data versus organized with Source: disconnected Google Ads, LinkedIn Ads, Salesforce, Stripe, website tracking, and calendar data flow through Source into one warehouse modeled around dim_contact

Oct 20, 2026

Stop Stitching, Start Answering

How Source captures data from your website, ad accounts, CRM, and Stripe, organizes it into one warehouse built around your contacts, and delivers it to your BI tool, chat, agents, and Slack.

Parris Varney

Organic social attribution B2B header: a glowing POST node sends one short path that breaks off into faint dashed gaps, then the buyer path resurfaces and runs bright to a DEAL node

Oct 20, 2026

Organic social attribution when B2B buyers never click the post

A channel deep dive on organic social attribution: why LinkedIn and X posts look empty in reports, the quiet path from post to deal, the tracking setup, founder post credit, and what to report.

Mitch Wainer

Marketing attribution budget planning header: one glowing SPEND node splits into branching buyer paths, two reach a bright PIPELINE node while one path stalls and fades

Oct 19, 2026

Building next year's B2B marketing budget from attribution data

A budget guide for B2B teams: the attribution numbers to pull per channel, how to rank channels into scale, keep, fix, or cut, how to protect early-touch channels, and how to set goals.

Mitch Wainer

Identity resolution B2B attribution header: three broken anonymous visit trails bend into one bright KNOWN node, then a single solid buyer path climbs to the upper right

Oct 18, 2026

How identity resolution connects anonymous visits to B2B pipeline

An explainer on identity resolution in B2B attribution: how anonymous visits join a known contact, what happens across devices, person or account paths, and how to check it.

Mitch Wainer

Cost per lead B2B paid ads header: many short buyer paths burst from one start node and stall near a crowded LEAD point while one glowing path keeps going to PIPELINE

Oct 17, 2026

Cost per lead is the wrong first number for B2B paid ads

An opinion on B2B paid ads: why cost per lead misleads marketing attribution, what to measure in the first 30 days instead, and how to feed ad platforms a deeper conversion.

Mitch Wainer

Direct traffic attribution myths header: many glowing buyer paths converge into one overloaded DIRECT node while one recovered PATH arcs past the bucket toward a deal

Oct 16, 2026

B2B attribution myths that inflate Direct traffic

Myth-busting guide to Direct traffic attribution in B2B: why Direct inflates, what dark social and UTM gaps hide, and how path, self-report, and CRM hygiene recover credit.

Mitch Wainer

CRM hygiene attribution header: scattered duplicate contact nodes merge into a glowing MERGE hub, then a clean path continues to ACCOUNT and DEAL while unresolved duplicates fade out

Oct 15, 2026

CRM hygiene that keeps B2B attribution trustworthy

A RevOps playbook for CRM hygiene that keeps B2B attribution usable: merge duplicates, protect first-touch fields, stamp real campaign dates, and map Contacts to Accounts.

Mitch Wainer

Event attribution header: a ring of booth contacts converges on a glowing EVENT node, earlier web visits lead in, and one bright follow-up path continues to a DEAL node while quieter contacts fade out

Oct 14, 2026

How to attribute B2B pipeline to events and trade shows

A practical guide to B2B event attribution: log event touches on their real date, split sourced from influenced pipeline, and report cost per opportunity.

Mitch Wainer

LinkedIn ads attribution header: scattered ad impression nodes converge into a glowing AD node, then a solid click path and dashed view-through path reconverge at a DEAL node

Oct 13, 2026

LinkedIn ads attribution for B2B pipeline

How to attribute LinkedIn Ads to B2B pipeline: platform reports and CRM paths, view-through and windows, CAC and pipeline quality, plus a reconciliation checklist.

Mitch Wainer

Self-reported attribution header: scattered faint dashed paths from untracked dark social touches converge into one bright ASK node, and a single clean glowing path runs from ASK to a DEAL node

Oct 12, 2026

Self-reported attribution checklist for B2B teams

A six-step checklist for collecting self-reported attribution, spotting dark social in the answers, and reporting it next to your tracked marketing attribution.

Mitch Wainer

Marketing-sourced pipeline header: tangled glowing paths from sales and marketing braid together and converge into one bright DEAL node, with a single clean line continuing to the right

Oct 11, 2026

When sales and marketing both claim the same deal

One B2B deal that sales and marketing both claim, how to define sourced and influenced pipeline, and a standing process for settling credit disputes.

Mitch Wainer

Attribution window header: a long glowing B2B buyer path runs from a bright FIRST touch node to a final node, with a faint dashed arch labeled WINDOW covering only the last stretch of the path

Oct 10, 2026

The attribution window, explained for long B2B sales cycles

An attribution window decides which touches count before any model splits credit. The platform defaults, why they cut off B2B deals, and how to size your own.

Mitch Wainer

UTM mistakes header: a glowing B2B buyer path leaves a CLICK node, breaks at two gaps where faint fragments drift off toward a muted DIRECT node, and continues to a bright final node

Oct 9, 2026

UTM mistakes that send B2B deals to Direct

Inconsistent naming, internal UTMs, redirects, untagged links, and overwritten CRM fields move real Deals into Direct. Where each one happens and how to audit it.

Mitch Wainer

Content attribution header: scattered reading nodes pull in on faint threads toward one glowing buyer path that runs from a READ node to a bright DEAL node

Oct 8, 2026

Content attribution in five steps, from first read to closed deal

Blog posts rarely get the last click, so they rarely get credit. Five steps to follow readers across visits, tie them to CRM Deals, and report pipeline per post.

Mitch Wainer

AI search attribution header: a glowing ANSWER node ringed by muted source nodes on dashed spokes, with one curved buyer path running to a bright DEAL node

Oct 7, 2026

Your AI search attribution questions, answered

Where ChatGPT, Perplexity, Gemini, and AI Overviews visits land in your reports, why many look like Direct, and how to tie each one to the Deal it started.

Mitch Wainer

Podcast attribution for B2B header: a glowing buyer path from an episode node breaks into a gap, then resumes and converges on a demo node

Oct 6, 2026

Podcast attribution for B2B: tracing pipeline back to the episode

Most podcast listeners never click. How to collect show URLs, form answers, air dates, and branded search lift, then tie each one to the Deal it helped start.

Mitch Wainer

CAC by channel in B2B attribution: one glowing SPEND node branching into several channel paths, with only some reaching a bright CUSTOMER node on a dark background

Oct 5, 2026

How to read CAC by channel when B2B deals take months

CAC by channel divides each channel's spend by the customers it started. How to set the cost, credit rule, and cohort window when B2B deals take months to close.

Mitch Wainer

Cookie consent gap on glowing marketing attribution path from CONSENT to PATH

Oct 4, 2026

How cookie consent changes marketing attribution

Cookie consent refusal creates a tracking gap that inflates Direct and breaks joins. How marketing attribution stays usable with first-party, self-reported, and CRM data.

Mitch Wainer

Oct 3, 2026

How to put marketing attribution on the board slide

A one-page board playbook for marketing attribution: Visit to Deal, real CAC, and pipeline by channel with Direct and dark social kept honest.

Mitch Wainer

Oct 1, 2026

What happens before someone books a demo

Demo attribution credits booked Meetings by the channel. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 30, 2026

Which channel actually won the deal?

Closed-won attribution credits won Deals by the channel on the Deal. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 29, 2026

How to trace SQLs back to the channel that started them

SQL attribution credits sales-qualified leads by channel. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 28, 2026

Are MQLs the right thing to attribute?

MQL attribution credits marketing-qualified leads by channel. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 27, 2026

Assisted conversions: credit for the touches before the click

Assisted conversions credit helper clicks before the last click. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 26, 2026

What to measure before an Opportunity closes

Opportunity attribution credits CRM Opportunity stages. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 25, 2026

Why your Lead Source field is misleading you

Lead source stamps one CRM owner on a Contact. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 24, 2026

Revenue attribution: from first visit to closed-won dollars

Revenue attribution credits closed-won dollars to channels. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Agent chat: build a campaign to improve Meeting to Deal conversion from Source attribution

Sep 23, 2026

Source MCP is live: drive more growth with attribution-fed agents

Source MCP is live. Connect Claude, Cursor, or Grok to read Visit to Deal attribution and drive more growth with attribution-fed agents.

Mitch Wainer

Sep 23, 2026

ABM attribution without losing the buyer's path

Account-based attribution scores company engagement. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 22, 2026

How to find the deals hiding in Direct traffic

Dark social attribution recovers Slack, SMS, and email shares that land as Direct. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC stays honest.

Mitch Wainer

Sep 21, 2026

What closed-loop attribution really requires

Closed-loop attribution ties spend back to revenue. B2B attribution keeps Visit, Pages, Meeting, and Deal together so CAC stays honest.

Mitch Wainer

Sep 20, 2026

How to tie pipeline back to the first visit

Pipeline attribution credits CRM stages. B2B attribution keeps Visit, Pages, Meeting, and Deal together so CAC stays honest.

Mitch Wainer

Sep 19, 2026

How to run an incrementality test without losing the deal path

Incrementality testing estimates causal lift with holdouts. B2B attribution keeps Visit, Pages, Meeting, and Deal together so CAC stays honest.

Mitch Wainer

Sep 18, 2026

Where marketing mix modeling fits in a B2B stack

Marketing mix modeling estimates how spend and controls relate to outcomes. B2B attribution keeps Visit, Pages, Meeting, and Deal together so CAC stays honest.

Mitch Wainer

Sep 17, 2026

A practical checklist for multi-touch attribution

Multi-touch attribution spreads credit across the touches it can see. B2B attribution keeps Visit, Pages, Meeting, and Deal together so CAC and channel quality stay honest.

Mitch Wainer

Sep 16, 2026

What data-driven attribution can and can't see

Data-driven attribution uses algorithmic or ML credit across tracked touches. B2B attribution still has to keep Visit, Pages, Meeting, and Deal on one path before that credit can support honest CAC.

Mitch Wainer

Sep 13, 2026

W-shaped attribution, step by step

W-shaped attribution puts heavy credit on the first touch, a middle conversion milestone, and the last touch. B2B attribution still has to keep Visit, Pages, Meeting, and Deal on one path before that weighting can support honest CAC.

Mitch Wainer

Sep 12, 2026

A guide to position-based (U-shaped) attribution

Position-based (U-shaped) attribution weights the first and last touches at 40% each and splits 20% across the middle. B2B attribution still has to keep Visit, Pages, Meeting, and Deal on one path before that weighting can support honest CAC.

Mitch Wainer

Sep 11, 2026

How time-decay attribution weights your touchpoints

Time-decay attribution gives later tracked touches more credit. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest when recency math is not the revenue ledger.

Mitch Wainer

Sep 9, 2026

Linear attribution: when equal credit helps and when it hurts

Linear attribution gives every tracked touch the same share of credit. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest when equal math is not the revenue ledger.

Mitch Wainer

Sep 8, 2026

First-touch attribution explained for B2B marketers

First-touch attribution credits the first tracked Visit. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest when the first click is only one step.

Mitch Wainer

Sep 7, 2026

Is Meta Ads actually driving your B2B pipeline?

Meta Ads attribution credits conversions the platform claims. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest when paid social is only one step.

Mitch Wainer

Sep 6, 2026

The hidden cost of last-click attribution

Last-click attribution assigns the whole deal to the final click. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest when earlier touches and returns still matter.

Mitch Wainer

Sep 5, 2026

Should you trust "How did you hear about us?"

Self-reported attribution stores what a buyer picks on a form. B2B attribution still has to keep the visit-to-deal path, including returns that never match the survey.

Mitch Wainer

Sep 4, 2026

The LinkedIn Ads attribution playbook for B2B teams

LinkedIn Ads attribution credits claimed leads inside the ad platform. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest.

Mitch Wainer

Sep 3, 2026

How to check Google Ads conversions against real pipeline

Google Ads attribution credits claimed conversions inside the ad platform. B2B attribution keeps Visit, Pages, Meeting, and Deal on one path so CAC and channel quality stay honest.

Mitch Wainer

Sep 2, 2026

What your CRM attribution report leaves out

CRM attribution credits contacts and deals. B2B attribution keeps Visit through Deal on one path.

Mitch Wainer

Sep 1, 2026

UTM tags are a label, not an attribution model

UTM tags label a click. B2B attribution keeps Visit through Deal on one path.

Mitch Wainer

Aug 31, 2026

Why GA4 can't tell you which channel closed the deal

GA4 owns the site. B2B attribution keeps meetings and deals on the same path as the visit.

Mitch Wainer

Aug 30, 2026

What offline attribution means in B2B

Offline attribution keeps meetings, CRM deals, and calendar events on the same path as website visits, so revenue reports do not start after the call.

Mitch Wainer