Define the records before counting
Record what the system actually observed and what the customer voluntarily reports. Keep timestamps and scope limitations. Browser storage, cross-device activity and incomplete records can leave gaps. Do not fill every missing source with organic search or assume the last click deserves all the credit.
A worked example
Fictional journey: a customer sees an educational video, later searches the business name, then calls from a saved number. The website records the search visit, while the customer mentions the video. A report can retain first observed website source and self-reported influence separately. It cannot establish the entire causal journey from those two facts.
Resolve the gap in evidence
Choose a consistent reporting model for the decision and state its limits. Avoid adding revenue multiple times across several source rows when reporting a single total. If using a multi-touch view, label that view so totals are not confused with unique jobs or collected money. Keep customer details out of campaign parameters.
Check whether it worked
Review source coverage and unknowns before comparing channels. Ask whether a shift reflects a changed attribution rule rather than changed business performance. Use controlled experiments only when appropriate to investigate incremental effects; ordinary observational labels are not a substitute. Preserve the original evidence when revising a model.
Put it to work
A record you can use
- Observed source and timestamp
- Later observed touches
- Self-reported source
- Chosen reporting model
- Unknown coverage and double-count check
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.