Attribution Gap Audit Before Client Reporting (QA)

Attribution Gap Audit Before Client Reporting (QA)

1. 01

   Map every client data source to its corresponding platform metric

   List all ad platforms, analytics tools, and CRM systems in use, then document which metrics each one reports and how they define conversions.

2. 02

   Compare platform-claimed conversions against backend order data

   Pull the sum of conversions reported by each platform for a defined period and compare it to actual orders or leads recorded in the client's CRM or backend system.

3. 03

   Quantify the attribution gap for each source

   Calculate the percentage difference between platform-reported and backend-verified conversions. A gap above 10% signals a data quality issue that needs correction before reporting.

4. 04

   Trace conversion paths to identify where discrepancies originate

   Investigate whether the gap comes from cross-device tracking, ad platform attribution windows, or missing CRM integration. Document the root cause for each source.

5. 05

   Verify that ad platform conversion data is connected to CRM opportunity records

   Check that each ad account's conversion actions map to actual opportunities in the CRM, not just micro-conversions like clicks or form views.

6. 06

   Document the gap and root causes in a client-facing brief

   Prepare a clear summary that explains the discrepancy, its impact on reported performance, and the steps being taken to reconcile the numbers.

7. 07

   Establish a recurring reconciliation schedule before each reporting cycle

   Set a monthly or quarterly cadence to repeat this audit, ensuring that reporting remains accurate as new campaigns and data sources are added.