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Attribution is probably going to be messy for a while. I’d treat it less like a normal paid channel at first and more like dark social or influencer traffic, where you need clean UTMs where possible, dedicated landing pages, promo codes or offer variants, and a before/after read on branded search and direct conversions.
The hard part is proving incrementality. A spike in demo requests is nice, but without a holdout or some kind of geo/time split, it’s easy to over-credit the shiny new channel.
