Operations Engine · plain-English guide
How to read Attribution
Attribution revenue attribution analyst. This guide explains what it produces, what each part means, and how it stays honest — so you can act on the output with confidence.
Takes
Closed deals + touch history
Gives
Revenue by engine + spend signal
The data it uses: Closed deals with their touch history, and the attribution model to apply.
Watch how it works
How to read the output
By engine
Revenue split by engine — which part of the journey actually carried the deal.
By touch
Revenue split by individual touch and channel.
Spend signal
Where the next dollar earns most, grounded in the attribution.
The terms it uses
- Attribution model
- The lens for splitting credit: first touch, last touch, linear across all touches. It is a lens, not a truth.
- Data gate
- Fires when there is no touch history. Attribution without touch data is a guess, so it is reported as absent.
How it stays honest
Every agent separates what it measured from your data from what it inferred. You always know which is which.
Measured
- ✓Closed deals + touch history (as provided)
- ✓Touch-data presence (computed)
Inferred
- ~Revenue split
- ~Engine attribution
- ~Spend signal
Questions people ask
What if I have no touch data?+
The data gate fires and it attributes only what it can, without inventing a channel mix. Add the touch per deal first.
Now read the real thing.
Run Attribution on your own data and compare the output to this guide. If it matches, you can trust it.