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Our attribution is broken

By
Mukund Kabra

Attribution breaks when tracking misses steps, platforms each claim the same sale and offline conversions are never counted. Fix the tracking, feed real sales back to the platforms, and use tests for the questions attribution cannot answer.

Category:
Measurement
Reading time:
2
min read
Published on:
October 24, 2026
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Measurement
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Our attribution is broken

Our attribution is broken

Problem

You cannot say which marketing drives sales.

Every platform claims credit, your analytics tool tells a different story, and sales that close by phone or in person never get counted. Budget decisions are based on whichever report someone trusts that week.

Good channels get cut and weak ones get funded.

Insight

Attribution is a combination of clean data and honest limits.

Good attribution starts with complete tracking, including offline sales tied back to the original click. Even then, no model is perfect, so the biggest questions are best answered with simple on and off tests.

Together they give a view you can make decisions on.

How we approach it

We rebuild attribution you can act on.

  1. We fix tracking gaps so every customer journey is captured.
  2. We connect offline sales back to the campaigns that started them.
  3. We pair the attribution model with on and off tests for your biggest channels.

Budget decisions rest on evidence, not on whichever platform shouts loudest.

Tags:  
Growth Attribution Framework; Initiative Measurement; Project Roi; Impact Attribution; Data Governance; Performance Analysis
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