Co-marketing Attribution Playbook Skill When to Use - Planning measurement strategy for joint campaigns or events. - Reconciling attribution discrepancies between partner analytics stacks. - Preparing executive or partner reports on shared pipeline/revenue impact. Framework 1. Taxonomy Alignment – agree on UTM structure, campaign IDs, stages, and conversion definitions. 2. Data Exchange – determine cadence, format, security requirements, and normalization rules. 3. Attribution Models – select methods (first/last/multi-touch, split attribution, weighted models) and document assumptions. 4. Gov…