Campaign Goals & Attribution Practices Audit

Welcome to the Campaign Goals & Attribution Audit. This survey asks about your experience with campaign planning, measurement, and attribution over the last 90 days. Your responses will help us identify gaps and improve our processes. • There are no right or wrong answers — we want your honest perspective. • Your responses are confidential and will be reported in aggregate only. • Participation is voluntary and you may stop at any time. • Estimated completion time: 8–10 minutes. Please proceed when ready.

In the last 90 days, have you been directly involved in planning or executing any customer-facing campaigns?

• Yes
• No
• Not sure

Over the last 90 days, how clear have the company's campaign goals been to you?

How confident were you in attributing your most recent campaign's impact across channels?

Which tools do you personally use to measure or report campaign performance? Select all that apply.

• Google Analytics 4
• Adobe Analytics
• Facebook Ads Manager
• Google Ads
• TikTok Ads
• Email platform analytics (e.g., Klaviyo)
• CDP (Customer Data Platform)
• BI tool (e.g., Looker, Power BI)
• Mobile MMP (e.g., AppsFlyer, Adjust)
• Attribution SaaS (e.g., Northbeam, Triple Whale)
• Spreadsheets
• In-house dashboards
• Other (please specify)

In the last 90 days, how often were campaign briefs shared with all relevant stakeholders before launch?

Thinking about the last 90 days, what are the biggest gaps or pain points in measuring or attributing campaign impact?

What is your current seniority level?

• Individual contributor
• Manager
• Director
• VP or above
• Prefer not to say

Thank you for completing this survey. Your input will directly inform improvements to our campaign goals, attribution practices, and tooling in the coming quarter. Results will be shared in aggregate to protect individual confidentiality.

Which areas best describe your current role? Select all that apply.

• Marketing/Brand
• CRM/Email
• Performance/Acquisition
• Merchandising/Category
• Product/UX
• Data/Analytics
• Engineering
• Operations/Logistics
• Customer Support
• Finance
• Other (please specify)

For your most recent campaign, goals were defined with specific, measurable KPIs before launch.

Which primary attribution approach did you use most for your most recent campaign?

• Last-click
• First-click
• Position-based (U-shaped)
• Linear
• Time decay
• Data-driven model (platform-provided)
• MMM/Media mix modeling
• Incrementality testing (geo/A-B)
• Don't know

In the last 90 days, how easy has it been for you to view cross-channel touchpoints for active campaigns?

In the last 90 days, how often were campaign results reviewed collaboratively across teams?

We'd like to explore your experience with campaign measurement in more depth. An AI moderator will ask a couple of follow-up questions.

What is your primary region?

• North America
• EMEA
• APAC
• LATAM
• Other
• Prefer not to say

Do you have decision-making responsibility for campaign budgets?

• Yes
• No
• Shared responsibility
• Not sure

For your most recent campaign, all stakeholders were aligned on the primary success metric before launch.

How frequently does your team run incrementality tests or media mix modeling (MMM) for campaigns?

• Ongoing/weekly
• Monthly
• Quarterly
• Ad-hoc
• Not currently

How would you rate the overall data quality for campaign reporting in the last 90 days?

In the last 90 days, how often were learnings from past campaigns applied to new campaign planning?

Based on your responses, what single change would most improve our campaign goals, attribution, or tooling next quarter?

How long have you worked at this company?

• Less than 1 year
• 1–2 years
• 3–5 years
• 6–10 years
• More than 10 years
• Prefer not to say

How many people do you typically collaborate with on campaigns?

• 1–3
• 4–7
• 8–15
• 16–30
• 31+
• Not sure

For your most recent campaign, a post-campaign review was conducted to assess goal attainment.

Typically, how many business days do you need to get a reliable read on campaign performance?

• Less than 1 day
• 1–2 days
• 3–5 days
• 6–10 days
• 11–20 days
• More than 20 days
• Not sure

Which goal types did your most recent campaign target? Select all that apply.

• Revenue/Conversions
• New customers
• Customer acquisition cost (CAC)
• ROAS
• Average order value (AOV)
• Retention/Repeat rate
• Engagement (e.g., site visits, CTR)
• Lead capture
• App installs
• Other (please specify)

Please rank the following goal types in order of priority for your most recent campaign (most important first). Only rank those that applied.

1. Revenue/Conversions
2. New customers
3. Customer acquisition cost (CAC)
4. ROAS
5. Average order value (AOV)
6. Retention/Repeat rate
7. Engagement (e.g., site visits, CTR)
8. Lead capture
9. App installs