Scope
This guide covers daily operation for Analytics & Attribution. Availability depends on your tenant package, role and configured providers.
Purpose
Read cross-channel performance through multiple contribution lenses.
Explore metrics, funnels, anomalies and attribution views.
Before you start
Correct tenant and project selected
Required source or provider is available
An accountable owner is identified
Test data can be separated from live activity
Procedure
- State the operating objective and the record, audience, campaign or project in scope.
- Explore metrics, funnels, anomalies and attribution views.
- Inspect the current status and supporting context before changing anything.
- Account for system behaviour: Refresh reports from connected campaign and customer sources.
- Resolve failures, missing data or approval requirements before continuing.
- Close the loop: Compare platform, multi-touch and Markov perspectives.
Verify the result
Compare platform, multi-touch and Markov perspectives. Confirm that the intended record, state, run or report is visible to another authorised operator and that its next owner is clear.
Completion checkpoint
The capability is in the intended state, evidence is current, exceptions are owned and the next action can be understood without a separate status message.
Controls and limitations
State coverage gaps and model assumptions alongside results. Predictive, attribution and recommendation outputs support operator judgement; provider and data limitations remain relevant.