FORMWEFTApplicable issues
For scenarios where ad platform conversions, on-site visits, UTM, CRM leads, and order revenue cannot be reconciled with each other.
FIELD GUIDE / ATTRIBUTION
First explain the differences, then choose the attribution methodology.
Ad platforms, analytics tools, and order systems answer different questions. Keeping their respective time windows, identity, and event definitions intact is the only way to know why the numbers differ.
Six-item attribution reconciliation
Reconciliation is not about forcing all numbers to match, but making differences explainable and verifiable.
What to prepare
Platform attribution window and timezone, UTM rules, on-site session identifiers, order numbers, refund status, currency, and export time.
Verification method
Fix the time range, and trace back from orders to touchpoints, platform conversions, and on-site sources; list cases without UTM, cross-device, delayed callbacks, refunds, and duplicate reports separately.
Common misconceptions
Treat platform self-reported conversions as the only truth; mix click date and order date; ignore differences in timezone, currency, refunds, and attribution windows.
Reference sources
Use the ad platform's current attribution settings and exports, on-site visit records, order and refund records, and the team's written metric definitions as the source of truth.
Last review
2026-09-03. Must re-verify after platform field and attribution rule changes; historical definitions cannot be applied automatically.
Let the methodology serve decisions
The same data set can retain multiple perspectives, but each conclusion must state which one it uses.
Campaign optimization methodology
Can use platform attribution to observe relative changes within channels, while retaining window and model limitations.
Business accounting methodology
Based on orders, refunds, taxes, and recognized revenue; do not derive legal financial conclusions from ad platform numbers.
Issue troubleshooting methodology
Trace source chains and event times at the order level, and record missing, conflicting, and undetermined parts.
Bring a set of numbers that do not match
Explain the platform, time range, order system, and differences; first check the methodology; no need to submit accounts or customer details.