Attribution, Performance & Data Lineage
Multi-touch attribution modelling, cross-channel conversion weighting, data origin verification, and jurisdictional reconciliation. Explains discrepancies between Marketing handoffs and Sales intake without claiming CRM deal progression.
Multi-Channel Attribution & Weighting Breakdown
| Channel / Model Branch | Primary Origin | Weight | Attributed | Blended CAC | Consensus | Actions |
|---|---|---|---|---|---|---|
|
Paid Social (LinkedIn + Meta)
b2b.growth.q4 // audience_id:99201
| ads.meta.graph/li.api | 38.0% | 5,640 MQLs Verified | €184.20 | Verified | |
|
Search & Intent (Google + Bing)
intent.brand.exact // kw:enterprise_ops
| googleads.v18.grpc | 32.0% | 4,750 MQLs Verified | €192.50 | Verified | |
|
Creator & Industry Summits
event.frankfurt.2026 // speaker_code
| affiliate.event.trk | 18.0% | 2,672 MQLs Verified | €210.00 | Verified | |
|
Direct & Partner Referral
fintech.consortium // partner_ie01
| fin.partner.webhook | 8.0% | 1,188 MQLs Verified | €120.40 | Verified | |
|
Local Country SMS & Radio
telco.shortcode.za // missing_gclid
| telco.aggregator.ie/za | 4.0% | 592 48 Pend Reconciliation | €145.00 | Degraded |
Attribution Model Comparison Matrix
Side-by-side variance analysis comparing alternative weighting frameworks against 14,890 Total Leads
Jurisdictional Lineage Boundary
Marketing attribution claims terminate upon ingest acceptance into downstream CRM/ERP systems.
Marketing lineage does not claim opportunity size, closing velocity, or closed-won revenue.
Unverified leads are isolated in the reconciliation register and never statistically estimated or interpolated.
Active Discrepancies
Missing GCLID/FBCLID parameter from Vodacom/MTN proxy redirection. Leads held in quarantine.
Offline badge scan records awaiting Hubspot deduplication against existing customer hashes.