Attribution · The unobservable · Element
The misassignment
Where the credit currently lands instead.
The part
What it is
Usually the branded search or the direct visit that follows the untracked influence, which makes those channels look extraordinarily efficient.
A channel whose reported performance is implausibly good is usually receiving credit for something else.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the unobservable
The influences
What affects the decision and cannot be tracked.
LearnThe proxy
What can be measured instead.
Learn