The employer wants to see if you have hands-on experience building attribution frameworks, not just reading pre-made reports. This shows you can create the infrastructure if it doesn't exist.
Use a specific past scenario (even if from a class project or volunteer work) to walk through a step-by-step process: define campaign goals, design tracking (UTM, promo codes), build a dashboard, and establish a reporting cadence. Emphasize simplicity and consistency.
Situation
In my previous role at an e-commerce startup, we had no UTM discipline; all social traffic was lumped into 'direct' in Google Analytics, so we couldn't tell which influencer or ad drove sales.
Task
My task was to implement a basic tracking system that allowed us to attribute orders to specific social posts and influencers for our upcoming mega sale.
Action
I created a standardized UTM template in a shared Google Sheet with naming conventions for source, medium, and campaign. I trained the whole marketing team and our agency partners on using it. For influencers, I generated unique discount codes per creator and had them use tagged links in their bio and swipe-ups. I then built a weekly dashboard in Google Looker Studio that pulled from Shopify and native platform insights, showing cost per sale by channel and by creator. I also set up automated alerts if an influencer's link broke or if a campaign's spend exceeded 80% of budget without hitting target ROAS.
Result
By the next campaign, we could confidently report that our Instagram influencer program had a 4.2x ROAS and reallocated budget from underperformers to top creators, boosting overall campaign efficiency by 35%.
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