Attribution & Reporting
See the contribution. Understand the limits.
Bring marketing, sales, and customer information into a shared view. Use attribution to inform decisions while being honest about missing data, model choices, and the full buying journey.
Build around the questions behind the report.
Where does relevant interest begin?
Understand the sources and experiences associated with the right inquiries.
How does it progress?
Review movement, time, ownership, and drop-offs through agreed stages.
What needs attention?
Compare channel contribution and operational response without treating a single model as the whole truth.
A model is a lens, not a complete history.
Choose the lens that fits the decision and explain what it leaves out.
Observed events
Actions and relationships directly recorded in the available systems.
Attributed contribution
Credit assigned using a chosen set of rules, subject to coverage and assumptions.
Make the report easier to trust.
Document source systems, definitions, refresh timing, and known gaps. Reconcile important totals and investigate inconsistencies before using the view to make a major decision.
- 01
Shared definitions
Agree on what counts before comparing teams.
- 02
Visible uncertainty
Keep estimates and missing information distinguishable from verified data.
A few useful answers
Can attribution prove which channel caused a sale?
Usually it describes recorded associations using a model. Causal claims need a suitable evaluation design; a standard attribution report should not be presented as proof of cause.