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Blog

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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Featured post

W-shaped attribution vs B2B attribution

W-shaped attribution vs B2B attribution comparison graphic: W-shaped 30 30 30 bars versus B2B Visit Pages Meeting Deal path

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
W-shaped attribution vs B2B attribution comparison graphic: W-shaped 30 30 30 bars versus B2B Visit Pages Meeting Deal path
Sep 13, 2026

W-shaped attribution vs B2B attribution

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
Position-based attribution vs B2B attribution: Position-based 40 20 40 bars versus B2B Visit Pages Meeting Deal path
Sep 12, 2026

Position-based attribution vs B2B 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

Time-decay attribution vs B2B attribution

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
Linear attribution vs B2B attribution: Linear equal 25 percent bars versus B2B Visit Pages Meeting Deal path
Sep 9, 2026

Linear attribution vs B2B attribution

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
First-touch attribution vs B2B attribution: First-touch column versus B2B Visit Pages Meeting Deal path
Sep 8, 2026

First-touch attribution vs B2B attribution

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
Meta Ads attribution vs B2B attribution: platform credit versus Visit Pages Meeting Deal path
Sep 7, 2026

Meta Ads attribution vs B2B attribution

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

Last-click attribution vs B2B 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
Self-reported attribution vs B2B attribution: survey answer versus Visit Pages Meeting Deal path
Sep 5, 2026

Self-reported attribution vs B2B attribution

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
LinkedIn Ads attribution vs B2B attribution: LinkedIn Ads platform credit versus Visit Pages Meeting Deal path
Sep 4, 2026

LinkedIn Ads attribution vs B2B attribution

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
Google Ads attribution vs B2B attribution: Google Ads claimed conversion path versus Visit Pages Meeting Deal
Sep 3, 2026

Google Ads attribution vs B2B attribution

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
CRM credits Contact Company Deal. B2B attribution credits Visit Pages Meeting Deal.
Sep 2, 2026

CRM attribution vs B2B attribution

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

Mitch Wainer
UTM tracks utm_source utm_medium last-tagged. B2B attribution credits Visit Pages Meeting Deal.
Sep 1, 2026

UTM tracking vs B2B attribution

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

Mitch Wainer
GA4 vs B2B attribution: session stack on the left versus Visit Pages Meeting Deal path on the right
Aug 31, 2026

GA4 vs B2B attribution

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

Mitch Wainer
Offline attribution in B2B: website-only path stops before the meeting, while Visit, Pages, Meeting, and Deal stay on one path.
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
Aug 29, 2026

Multi-touch vs single-touch attribution in B2B

Multi-touch spreads credit across every step on the path. Single-touch gives 100% to one event. Both need the same visit-to-deal data.

Mitch Wainer
First-touch vs last-touch attribution in B2B: a glowing path from START to END across dark network nodes
Aug 28, 2026

First-touch vs last-touch attribution in B2B

First-touch credits the first visit. Last-touch credits the last click before the meeting or closed deal. Both need the same path.

Mitch Wainer
What view-through attribution means in B2B: an ad seen with no click, then a later visit, meeting, and deal
Aug 27, 2026

What view-through attribution means in B2B

View-through attribution credits an ad that was seen, not clicked, when a later meeting or deal happens.

Mitch Wainer
LLM attribution for ChatGPT traffic, a glowing path through a dark network of nodes
Aug 26, 2026

How to attribute ChatGPT and other LLM traffic

LLM attribution credits ChatGPT, Claude, Perplexity, and Gemini visits through the meeting to the closed deal, instead of dumping them in Direct.

Mitch Wainer
B2B attribution vs marketing attribution, a short click path beside a longer visit-to-deal path
Aug 25, 2026

B2B attribution vs marketing attribution

Marketing attribution scores campaign clicks. B2B attribution has to keep the visit, the meeting, and the closed deal on one path.

Mitch Wainer
Four connected steps: visit, page, meeting, closed deal
Aug 24, 2026

What B2B attribution actually has to connect

B2B attribution only works when the visit, page, meeting, and closed deal live on the same journey.

Mitch Wainer
Source v2 product demo
Aug 20, 2026

Source v2 is live

We rebuilt Source. v2 is live, and you can start free.

Mitch Wainer
Apr 2, 2026

Episode 3: The Developer GTM Playbook (From GitHub, GitLab, Twilio… to AI)

Ashley Smith on developer GTM after GitHub, GitLab, and Twilio, and why attribution fights waste time.

Mitch Wainer
Feb 8, 2026

How we are building our data attributioin warehouse

How we moved Source off one events table so attribution stays fast as the data grows.

Mitch Wainer
Feb 6, 2026

Episode 2: Bill Macaitis on B2B Brand, Freemium Growth, Product-Led Sales, and Why Attribution Still Breaks

Bill Macaitis on Slack's freemium, product-led sales, and why B2B attribution is still a mess.

Mitch Wainer
Jan 27, 2026

Episode 1: David Dorman on PLG, open source monetization, and why attribution still sucks

David Dorman on PLG, open source monetization, and why attribution still sucks.

Mitch Wainer
Dec 15, 2025

Introducing Multi Touch Attribution in Source: First Touch, Position Based, and Time Decay Models

How Source calculates first-touch, last-touch, position-based, and time-decay on the same journey.

Mitch Wainer
Aug 5, 2025

🚀 Source Is Now in Public Beta

Attribution is broken. Marketers know it. Founders feel it. Growth teams live it.

Mitch Wainer
Apr 25, 2025

Source is now a verified app in the HubSpot Marketplace

Source is now a verified HubSpot Marketplace app. Connect attribution to the CRM you already run.

Mitch Wainer
Dec 11, 2024

Launching the Private Beta

Why we built Source, and how to join the private beta.

Mitch Wainer