Guidance for navigating attribution trade-offs without losing sight of the commercial question.
Different clocks, identities and credit rules can all be correct within their own systems. A useful reconciliation begins by defining the business decision.
Discuss this challenge →A model is a decision aid, not historical truth. Compare its assumptions against your purchase cycle and test where allocations are sensitive.
Cross-channel journeys need explicit identity rules and honest unknowns—not automatic credit assigned to whichever system reported last.
Check the revenue definition, refund treatment, event quality, attribution window and who owns unexplained variance.