CRM MARKETING CAMPAIGN ATTRIBUTION CHECKLIST 2026

Created by ChecklistGuro (https://checklistguro.com)


--- PRE-CAMPAIGN TRACKING SETUP ---
[ ] Campaign Name
[ ] Campaign Start Date
[ ] Primary Marketing Channel (Email, Paid Search (PPC), Social Media, Organic Search (SEO), Display Advertising)
[ ] Required Tracking Parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content)
[ ] UTM Naming Convention Documentation
[ ] Tracking URL Configuration Template

--- DATA SOURCE & INTEGRATION AUDIT ---
[ ] Integrated Marketing Channels (Google Ads, Facebook/Meta Ads, LinkedIn Ads, Email Marketing (HubSpot/Mailchimp), Organic Search (SEO), Webinars/Events)
[ ] API Connection Status
[ ] Integration Health Status (Operational, Degraded Performance, Critical Failure, Needs Re-authentication)
[ ] Last Integration Sync Date
[ ] Identified Data Discrepancies
[ ] Integration Log Export

--- ATTRIBUTION MODEL SELECTION ---
[ ] Primary Attribution Model (First-Touch Attribution, Last-Touch Attribution, Multi-Touch Attribution, Linear Attribution, Time Decay Attribution, U-Shaped Attribution)
[ ] Key Touchpoints to Track (Paid Search (PPC), Organic Search (SEO), Social Media Ads, Email Marketing, Content Downloads, Webinars/Events)
[ ] Justification for Model Choice
[ ] Model Implementation Date
[ ] Marketing Manager Approval

--- LEAD CONVERSION MAPPING ---
[ ] Initial Lead Source Identifier
[ ] Lead Status Transition Path (New -> Marketing Qualified (MQL), MQL -> Sales Qualified (SQL), SQL -> Opportunity, Opportunity -> Closed Won)
[ ] Touchpoint Channels Involved (Email Marketing, Paid Search (PPC), Social Media Ads, Organic Search, Webinar/Event)
[ ] Conversion Date Validation
[ ] Mapping Discrepancy Notes

--- UTM & PARAMETER STANDARDIZATION ---
[ ] Standardized UTM Naming Convention
[ ] Campaign Source Type (Email, Social Media, Paid Search, Organic Search, Referral)
[ ] Required UTM Parameters to Validate (utm_source, utm_medium, utm_campaign, utm_term, utm_content)
[ ] Master UTM Naming Template
[ ] Standardization Audit Date

--- REVENUE & ROI ATTRIBUTION VERIFICATION ---
[ ] Attribution Model Used (First-Touch, Last-Touch, Multi-Touch, U-Shaped, Linear)
[ ] Total Campaign Spend ($)
[ ] Attributed Revenue Recognized ($)
[ ] Calculated ROI Percentage
[ ] Audit Completion Date
[ ] Revenue Reconciliation Report
[ ] Marketing Manager Approval

--- DATA INTEGRITY & DUPLICATE PREVENTION ---
[ ] Duplicate Detection Rule Applied (Email Address Match, Company Domain Match, Phone Number Match, Full Name & Email Match)
[ ] Data Cleansing Steps Completed (Removed Duplicate Leads, Standardized Industry Fields, Normalized Country/Region Names, Validated Email Formats)
[ ] Duplicate Matching Logic Summary
[ ] Total Duplicate Records Merged
[ ] Last Data Scrubbing Date
[ ] Data Steward Approval

--- DASHBOARD & REPORTING VALIDATION ---
[ ] Report Accuracy Status (Verified, Discrepancies Found, Requires Re-configuration)
[ ] Identified Data Discrepancies
[ ] Last Validation Date
[ ] Verified Report Modules (Campaign ROI Dashboard, Lead Source Distribution, Conversion Rate by Channel, Cost Per Acquisition (CPA) Report)
[ ] Validation Screenshot/Evidence
[ ] Auditor Approval

--- POST-CAMPAIGN PERFORMANCE REVIEW ---
[ ] Review Completion Date
[ ] Total Campaign Leads Generated
[ ] Total Attributed Revenue ($)
[ ] Campaign Success Rating (Exceeded Targets, Met Targets, Below Targets, Failed)
[ ] Key Learnings and Optimization Insights
[ ] Identified Tracking Issues (Broken UTM Links, Missing Lead Source Data, Inaccurate Conversion Attribution, Duplicate Contact Creation)
[ ] Final Campaign Performance Report
[ ] Marketing Manager Approval

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