Methodology
How we build attribution reports campaign managers can defend
Before charts leave our desk, conversion definitions, lookback windows, and model labels are written in plain language.
1. Conversion glossary
We lock what counts as a lead, purchase, or qualified application with your campaign lead. Disagreement between sales and marketing is resolved before models run.
2. Lookback selection
Short windows favor close-to-conversion channels; longer windows surface discovery assists. We document the choice on page one of every report.
3. Model comparison
Last-click, position-based, and data-driven views sit side by side when path data allows. Mixing unlabeled scores in one column is refused.
4. Contribution tables
Channel and, where useful, creative-level contribution shares appear with sample-size notes so thin data is not oversold.
5. Budget notes
Recommendations separate observed credit from spend action. Cost, capacity, and creative constraints stay in the narrative.
6. Live readout
A facilitated session turns the pack into owned next steps. Follow-up notes list decisions, not extra slides.
What we need from you
- Aligned date ranges across ad and analytics exports
- UTM or campaign naming that maps channels consistently
- At least sixty days of conversion history for multi-touch engagements
- A campaign manager who can approve definitions mid-project
See the flagship engagement for inclusions, or request a scoped brief.
Bring your conversion definition
We will tell you whether a full engagement or a shorter channel brief fits.
Request a report