Editorial draft available to read. Factual and language review is pending. Examples are illustrative.
Decision and method
Explain which interaction may receive credit, for how long and from which starting date. Distinguish contact date from conversion date. Attribution organizes an interpretation of recorded activity; it does not by itself establish that a campaign caused the purchase or that every interaction was observed.
Illustrative example
Illustrative example: someone visits a campaign on day 1 and sends an enquiry on day 12. A seven-day rule excludes that credit; a thirty-day rule may include it. These are not two different sales, but two interpretations of the same journey under different assumptions.
Acceptance check
Keep one test journey inside the window and another outside it. Results must change according to the documented rule without duplicating conversions. Include the model, window, time zone and change date in the report; comparisons across different rules require a visible explanatory note for readers.
Key takeaways
- Document attribution rules before interpreting differences between campaigns, channels or reporting periods.