Self-reported attribution

Measuring where buyers actually came from by asking them directly — “how did you come across us?” — instead of trusting a software dashboard. It exists because the moments that most influence B2B buyers happen in places analytics can’t see: a podcast, a forwarded post, a comment thread, a DM, a conversation at a dinner. If you only measure what’s trackable, you’ll credit the last-click form-fill and quietly defund the founder content and word-of-mouth that actually did the warming. For WPH, the prospect’s spoken answer is the truest signal that founder visibility is working.

Source: Chris Walker (Refine Labs) — Walker argued that software attribution systematically misses “dark social,” so he built a business measuring demand by asking buyers directly, treating the self-reported answer as more reliable than any tracked attribution model.

First used in: 2.1 · Founder visibility for a named audience