Attribution · The unobservable · Element
The proxy
What can be measured instead.
The part
What it is
Asking how buyers heard of you, tracking branded search volume, or measuring unprompted awareness. None is precise and all beat assuming zero.
A self-reported source question on a form is crude, cheap and consistently more informative than the analytics it contradicts.
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.