Attribution

A buyer might see a LinkedIn post, read your article from Google, then sign up after an email. Tools use rules like "last click" to give the credit. Each rule tells a different story, and no tool sees everything, like a friend's tip.

With few customers, keep it simple. Tag every link with UTM parameters, and ask each new customer how they found you. That second part is self-reported attribution. Write both in your CRM and track which channel brought each deal.