Attribution
Attribution windows and the stories they invent
A seven-day click window is not a law of physics. It is a narrative choice made by a network, a measurement partner, or a tired growth lead who accepted the default. Once you treat the default as truth, every paid report becomes a short story with a villain (organic) and a hero (the last click).
Write the window in the body
If the Friday pack claims “paid drove 41% of first orders,” the next sentence must name the window and the model. Last click, seven-day view, one-day click — pick one and keep it for a quarter. Changing the window to win a meeting is the same move as changing the D7 definition to flatter a launch.
Mobile Attribution Literacy spends a session comparing the same week under two windows. The finding almost never stays still. That instability is the insight. Hide it, and you will argue with the network UI forever.
Organic is not a leftover
Thai consumer apps live inside LINE, search, and word of mouth in ways US templates still under-describe. When a last-click model assigns those returners to a retargeting campaign, the audience map quietly breaks. We ask desks to keep an “unassigned on purpose” row. It is not a failure. It is honesty about what the model cannot see.
Do not let paid reporting replace audience reporting
Attribution answers “which story do we tell finance about this click.” Audience insight reporting answers “who came back, on which rail, after what product change.” They share a warehouse. They should not share a slide. When they do, the CPO hears a media mix when they asked for a household.
If your growth desk only sits one Proxy Flowcore seat this year, sit Audience Insight Studio before Attribution Literacy. The window debate is cheaper once the audience has a name.