A practical guide to reading attribution reports

Attribution data can be confusing without context. How to read it without over-interpreting a single week of noise.

No attribution model is fully correct

Last-click, linear, and data-driven attribution all tell a different, partial story. Reading a report well means understanding which story that particular model is built to tell.

Watch for over-crediting the last touch

Last-click attribution routinely over-credits bottom-funnel channels like branded search, making them look more effective than they are at actually generating new demand.

Look at trends, not single weeks

A single week of attribution data is usually noise. Trends across four to six weeks are far more reliable for making budget decisions.