Attribution is not a truth machine — it’s a decision-support tool. The honest model comparison, the four places every report lies, and the keep/cut/test framework that runs on tools you already own.
Three systems, three numbers, one store. Here’s which report to trust for which question — and how to tell a measurement artifact from an operational failure before you cut the wrong budget.
Trace a dealership sale from first click to sold VIN: the four measurement layers, how to connect CRM and DMS outcomes without letting definitions drift — and why attribution describes credit while only experiments prove cause.