Tractn attribution describes how recorded purchase events and available touchpoints relate within a reporting period. It helps you inspect recorded journeys and missing evidence. Assigned credit is a descriptive model, not proof that a channel caused a sale or that the recorded value matches accounting revenue.
Start with the right evidence
Choose the company and a complete date range. Purchase events need an amount and currency, and touchpoints need a usable connection to the recorded lead or journey. Check capture dates, excluded records and missing paths before interpreting the totals.
CRM enquiries and purchase events represent different things. Marking a lead Won is useful for managing a pipeline, but it should not be silently substituted for a verified purchase record. Multiple recorded events can also describe one purchase; do not assume transaction deduplication or unique-customer counts unless that has been established for your integration.
How to review the report
- Confirm which company and period the report covers.
- Read the included and excluded event counts and currency coverage.
- Inspect the available touchpoints behind an assigned channel credit.
- Keep unattributed events visible as unknown rather than allocating them to a convenient channel.
- Record any missing tracking work before using the report in a budget discussion.
The tracking setup guide explains why installing the page-view snippet is only the beginning. Business events and identity linkage require separate configuration and verification.
Illustration: new lead records beside a marketer. Product screens may differ.
Attribution is not a causal experiment
Imagine a visitor arrives from a social post, later reads an email and then purchases. A model can distribute credit between the recorded touches. It cannot tell you whether the same person would have purchased without the post or email. Unobserved interactions, consent choices and cross-device journeys can leave gaps.
Similarly, a campaign tag records a label or mapping. It does not independently verify that a provider delivered the attributed sale. Keep recorded campaign linkage separate from causal attribution in your client reports.
Can I calculate CAC or ROAS from this?
Only when the underlying records support the calculation. Customer acquisition cost needs an appropriate customer count and comparable acquisition costs. Return on ad spend needs revenue joined to the relevant spend, period and currency. The attribution report does not establish that verified join simply because both numbers exist somewhere in the workspace.
Use Analytics and Report Builder to show coverage and limitations alongside results. For decisions about changing creative, design a separate marketing experiment with a defined metric and comparable exposure.
Frequently asked questions
Does attribution prove which channel caused a sale?
No. Attribution assigns credit across recorded touchpoints. Missing interactions, consent choices and cross-device activity can leave gaps, and assigned credit does not establish what would have happened without the channel.
Is a Won lead the same as a purchase event?
No. Won describes a pipeline outcome. A purchase event needs its own suitable evidence, amount and currency; do not substitute a stage change for a verified transaction.
What do I need before reporting ROAS?
You need revenue linked to the relevant advertising spend using comparable periods and currencies. Keep incomplete attribution and unmatched records visible instead of dividing unrelated totals.
Sources
Tractn documentation
Related first-party guides for the Tractn workflows discussed here; these are product documentation, not independent research.