A visitor can interact with several channels before contacting a business. A recorded referrer is useful but does not necessarily explain the entire buying journey.
The decision to make
Define what your attribution report actually measures. Separate known campaign tags, available referrers and unknown or direct traffic.
Practical checklist
- Use consistent campaign naming.
- Record consent and collection requirements.
- Keep unknown values instead of guessing a platform.
An illustrative example
A copied link may lose its original source context. It should not automatically be counted as proof that a particular campaign created the enquiry.
Your next step
Describe the attribution model and its limitations next to the report so comparisons remain honest.
AI-assisted planning guide published by Prime Pixels. Examples are illustrative, not customer case studies. Project scope and applicable requirements must be checked for your circumstances.