Audit

Check the entire conversion chain, not just the final grade.

An attribution audit tracks events from browser to reporting and makes assumptions explicit.

Event coverage

Are searches, results, clicks and orders present and timely?

Does the same store context come back in all linked events?

Are visitor, session, product and order ID stable and unique within their scope?

Will the relevant click take place before the order and within the window?

Does the click match the purchased product or a documented product relation?

Is the same order event idempotent processed without double turnover?

Are attributed and unattributed orders provided with a verifiable reason?

Do detail lines, totals and graphs connect to the same definitions and time zone?