Lead Source Attribution Audit(Free Download)
40-criteria attribution audit to validate lead source tracking, attribution models, and channel ROI across your RevOps + marketing stack.
Template preview
Lead source attribution audit
What's included
Overview, scoring guide, 40-criteria audit table, attribution model comparison section, channel ROI table (CPL/CAC/LTV:CAC/ROI), health dashboard, recommendations, and action plan.
Automation rules
- Flags low-score areas and generates targeted recommendations
- Highlights ROI-negative channels for investigation
Dashboards & views
- Health scorecards
- Category performance
- Channel ROI comparison
- Attribution model notes
Template specs
Updated 2026-04-09
No credit card · Free forever
Structured framework for RevOps, Marketing Ops, and Growth teams to audit attribution end-to-end: Tracking Accuracy, Attribution Modeling, Data Integration & Consistency, and Channel ROI & Performance (10 criteria each, scored 0-5). Includes scoring guide, category/overall health scores (0-100), attribution model comparison notes, channel ROI table with CPL/CAC/LTV:CAC/ROI formulas, and auto recommendations for UTM gaps, conflicting reports, weak models, and poor ROI visibility. Built for downloadable CSV workflows compatible with Excel, Google Sheets, Notion, and PDF.
The Problem This Solves
Teams cannot trust channel performance when source fields are incomplete, model assumptions are unclear, and CRM/analytics/ad-platform reports conflict.
Who It's For
RevOps, Marketing Ops, demand generation, growth analytics, and leadership teams allocating budget by attributable revenue.
Use Cases
- Audit UTM/source tracking quality and identify data loss points
- Compare first-touch, last-touch, and multi-touch model confidence
- Reconcile CRM, marketing automation, analytics, and ad platform reports
- Quantify channel ROI with CPL, CAC, and LTV:CAC to guide spend allocation
How to Use This Template
- 1
Score all 40 criteria and capture evidence notes for each item
- 2
Populate the channel ROI table with cost, leads, customers, and revenue
- 3
Review health scorecards and compare attribution models
- 4
Use auto recommendations to prioritize fixes and assign owners
- 5
Export CSV for stakeholder reviews and quarterly governance
Inside the template: sample data
The exact rows that ship with the Lead Source Attribution Audit download — replace them with your own records after import.
| Category | Sample metric | Example score |
|---|---|---|
| Tracking Accuracy | UTM completeness | 3 |
| Attribution Modeling | Multi-touch governance | 2 |
| Data Integration | CRM vs analytics parity | 3 |
| Channel ROI | CAC by channel | 4 |
Frequently Asked Questions
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