ads-attribution

1# Attribution Audit
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31. Read the main `ads` contract and normalized account snapshots.
42. Declare the business conversion, value, data window, timezone, currency, and
5   decision the attribution analysis must support.
63. Inventory every browser, server, platform, analytics, MMP, offline, and app
7   attribution source with its identity, counting, deduplication, and privacy rules.
84. Reconcile comparable events and explain differences caused by eligibility,
9   view-through rules, consent, modeled data, conversion lag, thresholds, or scope.
105. Separate measurement quality from platform-reported performance.
116. Return findings, contradictions, confidence, missing evidence, and a measurement
12   improvement plan through the common JSON contract.
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14Do not assume one platform is ground truth, add incompatible reports together, or
15recommend an attribution model without the operator's decision context.
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17## Comparability gate
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19Reject aggregation until the sources share, or are explicitly normalized to, the
20same conversion event and value definition, attribution window, click/view scope,
21counting method, deduplication identity, timezone, currency, attribution model,
22and modeled-data treatment. Until then, report the values side by side with their
23definitions; do not compute a total.
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25Example: Meta seven-day conversions and Google thirty-day conversions are
26incompatible. Refuse to add them, reconcile windows and definitions first, and
27only aggregate a newly comparable dataset.