One identity · The matching · Element
The coverage
What proportion of interactions can be attributed.
The part
What it is
Usually lower than assumed, particularly early in the journey and across devices.
The unmatched portion is not a small residual; in most organisations it is the majority of pre-purchase activity.
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.