# Attribution comparison policy

- Reporting question and owner:
- Unique business outcome ID; customer/account/opportunity/payment unit:
- Revenue basis, currency, refunds and instalment handling:
- Customer cohort and observation cutoff:
- Eligible interactions and data collection scope:
- Identity joins and account/contact relationships:
- Path start and lookback window:
- First-touch rule:
- Last-touch rule, including Direct treatment:
- Unknown and incomplete history handling:
- Same frozen ledger used in both views:
- Each allocation reconciles to the business total:
- Data/model version and reason for later revisions:
- Descriptive observation supported:
- Causal question requiring additional evidence:

Do not add totals from alternative models. GA4 First user source, session source and key-event attribution have different scopes. Do not instruct readers to select a retired first-click model in Google Ads or Analytics. A model allocation is not an incremental-sales estimate.