Separate the event from the model
A key event is the action being evaluated. The attribution model defines how credit is assigned to interactions along the path, as explained in Google Analytics’ attribution documentation.
First confirm that the action is measured correctly. A duplicate purchase or a page view mistakenly counted as an inquiry will distort the report regardless of the model.
Understand what the report can see
Google Analytics documents models that apply different rules, including last-click and data-driven approaches, in its attribution guidance.
Treat the report as a view of recorded activity. Consent choices, disconnected devices, offline conversations, and missing customer records can leave parts of the buying process unobserved.
Explain differences before combining reports
Advertising systems, website analytics, and customer records can use different dates, windows, action definitions, and source rules.
Write down those definitions before comparing totals. Do not add credited conversions across separate systems as though they necessarily describe different customers.
Use attribution for specific decisions
Review which channels and pages appear in useful customer paths, then compare that evidence with costs, inquiry quality, and booked work.
Attribution helps organize observed activity. Use experiments, customer feedback, and business records alongside it when deciding whether a channel deserves more investment.