Field notes
Preparing ad and analytics exports for an attribution report
A field checklist campaign managers can use before handing files to an attribution analyst in Thailand.
Attribution quality starts with how cleanly your exports line up. Campaign names, UTM conventions, and conversion timestamps must speak the same language.
Export a consistent date range across platforms. Mixing a calendar month from search with a rolling thirty days from social creates artificial gaps that look like channel underperformance.
Include a conversion glossary: which events count as leads, purchases, or qualified applications. Campaign managers sometimes discover mid-project that sales and marketing disagree on the primary conversion.
Strip personally identifying fields before sharing. Aggregated campaign and path-level tables are usually enough for contribution analysis.
Label currency and timezone. Bangkok offices working with regional accounts often reconcile UTC platform clocks against local business days — note that once and avoid silent shifts.