Document attribution limits in the report

A practical sequence

1. Name the reporting system, conversion event and attribution window. Explain whether the date reflects interaction or conversion.
2. List observable gaps: missing consent, offline activity, cross-device paths and unrecorded sources. Do not fill them with invented precision.
3. Separate attributed outcomes from incremental outcomes. A controlled comparison asks a different question from a channel attribution report.
4. Keep a limitations note beside each affected metric and record methodology changes with dates.

The decision to take away

An explicit limit makes a report more useful: readers can decide which conclusions the data can support.

Sources and review date

Sources read on: 2026-09-11. A source review is not an audit of the agency’s systems.

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