“We ask people in onboarding where they came from and we found that to be actually the most reliable way of doing attribution. At the end of the day just asking people where they heard about us — if they say Facebook it's one thing, word of mouth something else.”

Simple Where-Did-You-Hear-About-Us Survey Beats Fancy Attribution Software

Opal tried multiple attribution platforms but found a direct onboarding survey question the most actionable signal. At seven people there's no bandwidth to act on granular campaign-level data anyway — knowing that most conversions come from Facebook vs. word of mouth is enough to allocate resources. The dumbest measurement is often the most reliable and the most actionable.