The mix · The interactions · Element
The net effect
What the mix produces together rather than separately.
The part
What it is
The sum of individually attributed performance across channels routinely exceeds total demand, which is proof that the individual figures are wrong.
Comparing attributed conversions against actual conversions is a thirty-second check that most organisations have never run.
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.