We have been doing attribution a certain way for a while and we are worried that we are starting to have a narrow vision when it comes to attribution. So I wanted to get some feedback about how you are handling attribution and ROI reporting in your org when leads are converting in the same place, but are originating from different channels.
For example, let's say you have a gated whitepaper on a non-marketo landing page that you are pushing traffic to via multiple channels like Social, PPC, Display, etc. How do you appropriately give credit to those different channels? Do you create a different program for each channel-asset combination(ugly but effective)? Do you use UTM parameters and lead source information in place of program specific fields like Acquisition Program? Like I said, we have our way of doing things right now, but curious to hear how others are thinking about it.
We are looking for the cleanest way to handle attribution without sacrificing important depth in reporting. Is there any good (and recent) content on this subject? Any and all help is appreciated.