Methodology
Attribution is a comparison rule, not proof of causation
State the conversion record, identity rule, attribution method, lookback window, reporting period, and known gaps. A model assigns credit under those assumptions; it does not prove what caused a sale.
Framework
How the methodology works.
01
Choose the conversion record
Start from the business transaction or outcome the report is intended to explain.
02
Apply identity rules
Link activity only when reliable identifiers and documented rules support the match.
03
Apply one attribution model
Use configurable first-click, last-click, linear, or participation logic.
04
Reuse and label the rule
Use the definition where supported and show it in the report or recommendation.
Core principles
Use business transaction data as the conversion record and treat platform-reported credit as a separate measurement.
Make attribution settings explicit: model type, lookback window, and conversion definitions.
Reuse one attribution definition in the product areas that support it.
Keep inputs and assumptions visible so teams can explain the result and its limits.
Common mistakes
Comparing channels using each platform’s self-reported attribution.
Changing lookback windows or conversion definitions between reports.
Treating attribution as a dashboard setting instead of shared business logic.
Changing spend before validating source coverage and identity rules.