Reporting
Attribution in Paid Advertising Explained
By Adedon · Updated 2026-08-14
How does attribution work in paid advertising?
Attribution is the set of rules for which ads get credit when a conversion happens. Meta and Google each use their own windows, click and view rules, and models. Last-click in analytics often favors branded Search. View-through in Meta can favor social. None of these is ‘the truth.’ Use each platform’s model to operate that platform, and use a blended or CRM view to run the business. Incrementality tests are how you get closer to truth when the spend is large enough to justify them.
Every tool has a self-interest
Ad platforms are not neutral referees. They will credit themselves within their rules. That is expected. Fighting to make Meta equal Google last-click is a category error.
Windows and views
A 7-day click and 1-day view story is different from 1-day click only. Changing windows to win a meeting is not analysis. Pick a default and disclose it.
The branded Search problem
People see a Meta ad, later search the brand, click a Google ad. Last-click gives Google the sale. Both ads may have mattered. Killing Meta because last-click dipped is a classic own-goal.
What to do in practice
Report platform numbers as platform numbers. Report CRM or store as business. When they diverge, list likely causes (window, view-through, offline conversions) instead of picking a villain. Adedon labels inference when we talk about cross-channel credit.
Frequently asked questions
Is data-driven attribution the answer?+−
It can be better than last-click inside Google when volume exists. It still is not a full-funnel truth across Meta and offline.
Should I use UTM last-click in a spreadsheet as truth?+−
It is a consistent operational view, still last-click biased. Consistency is useful. Do not confuse it with incrementality.
When do we run incrementality tests?+−
When spend is large enough that a geo holdout or similar design is worth the opportunity cost. Small accounts should not pretend they ran one.
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