Field notes
Reading channel contribution tables in a live campaign review
How to narrate attribution charts so budget decisions stay grounded and the room stays focused.
Open with the conversion definition and model, then show contribution shares. Jumping straight to “cut display” invites arguments about methodology instead of spend.
Call out sample size. A channel with twelve conversions cannot carry the same confidence as one with twelve hundred, even if its percentage looks dramatic.
Separate observed contribution from recommended action. Contribution says how credit was assigned under a model; action requires cost, capacity, and creative constraints.
Invite one mild challenge from the room. Campaign managers who surface reservations early produce stronger final decisions than teams that nod through every chart.
Close with three numbered next steps and owners. Attribution reports earn their keep when the meeting ends with calendar commitments, not more slides.