Working notes on marketing attribution reporting across paid and organic channels. These are not product announcements.
A conversion that ends on a paid search click is not proof that organic pages were idle. This note covers how we write both facts in the same table without pretending we saw the full path.
If ‘spring’ is the campaign name for a clearance email, a paid social burst, and an organic blog cluster, the monthly briefing cannot separate them. Here is how we mark the collision.
Brand queries often move after people have seen paid placements. We do not convert that pattern into a guaranteed multiplier. We date it, chart it, and leave the unproven remainder in notes.
Direct is not a channel you bought. After a large send, some of it is almost certainly the email. The honest report says so, then keeps a share unassigned instead of moving every visit into email.
We do not forecast next quarter’s return, bless a media mix as optimal, or treat a Binance-related campaign as an investment product. The report is a record of what the files show.