- 0:00–0:06
Agree qualification • Clicks, accepted enquiries and assessments are distinct. • Contact click • Accepted enquiry • Assessment • Agree evidence + rule version + receiving team • Distinct milestones · attribution credit is not incremental impact
Three separate milestones highlight in sequence: contact click, accepted enquiry and assessment. A click does not establish receipt or qualification. Agree the evidence that qualifies an enquiry with the receiving team, including the rule version, required information and owner. Choose one reporting decision and state what evidence would be insufficient. Attribution assigns credit under a model and available journey data; it does not establish what would have happened without the campaign or prove incremental demand.
- 0:06–0:12
Keep source scope explicit • User, session and event scopes answer different questions. • First user source • Session source • Event-scoped source • Same journey · different acquisition questions • Analytics users ≠ enquiry records ≠ current status
Three native lenses highlight over the same conceptual journey: First user source, Session source and event-scoped source. They answer different acquisition questions and need not have identical values. Name the exact dimension and metric beside the chart. Reporting identity and available device/browser information limit the view of a real person. The GA4 lead acquisition report uses user-scoped channel dimensions; its new, qualified and converted lead metrics count unique users with generate_lead, qualify_lead and close_convert_lead events respectively. One person can make multiple enquiries, and an event about a prior qualification is not a live inventory of current CRM status. Reconcile units and dates before declaring a collection fault.
- 0:12–0:18
Trace one enquiry • A tagged URL alone does not create the CRM link. • Redirect • Language switch • Submission route • S17 • Controlled CRM record · verify source • Invented source token · no contact details in analytics
A fictional S17 source token moves through redirect, language switch and submission-route checkpoints, then a connector reaches a controlled CRM record whose source is verified. The token remains the same rather than being recreated at each stage. A tagged URL alone does not construct this linkage. Record enquiry identity and duplicate rules, creation cohort and timezone, source scope, qualification rule, status timing, missing-data reasons, follow-up owner and reporting access. Test an absent-source case as well. Keep contact names, email addresses, telephone numbers and free-text enquiries in approved systems, outside ordinary analytics URLs and event parameters. Hashing is not blanket permission; any proposed identifier must meet its supported integration requirements.
- 0:18–0:24
Show the pending records • The hypothetical cohort has 20 awaiting assessment. • Cohort 40: 30% • Assessed 20: 60% • 12 qualified • 8 disqualified • 20 pending • 12 / 40 = 30% · whole cohort • 12 / 20 = 60% · assessed only • Hypothetical cutoff · 20 pending · not a final rate
The entirely hypothetical snapshot contains forty distinct accepted enquiry records created in one agreed week and assessed at a stated cutoff the following week. The nested assessed subset has twelve qualified and eight disqualified, while twenty pending records remain outside that subset but inside the cohort. The same twelve qualified produce 12/40=30% for the whole cohort and 12/20=60% for the assessed subset. Sixty percent is not the projected final cohort rate. The source table reconciles paid ten as four qualified, two disqualified and four pending; organic fifteen as five, three and seven; unknown fifteen as three, three and nine. Recorded-source coverage is 25/40=62.5%. These are invented data, not client performance or a benchmark. Small samples, pending assessments and missing sources prevent a channel-budget winner.
- 0:24–0:30
Assign the next investigation • Unknown sources and unfinished follow-up need owners. • Recorded source • Unknown source • Investigate mapping • Preserve snapshot • Unknown source · collection / mapping owner • Pending assessment · follow-up owner • Preserve cutoff · set next review · no budget winner
The reviewed figure preserves recorded and unknown source lanes inside one archived snapshot, with an unresolved mapping-investigation branch. Native panels assign separate owners to unknown-source collection/linkage and to pending assessment follow-up. Missing CRM source is not automatically the analytics Direct channel. A record may have unknown source while already assessed, or a known source while pending. Preserve the initial cutoff snapshot and set the next review, allowing the same cohort to mature without rewriting history. Separate creation-cohort from qualification-date reporting. Before cost per qualified enquiry, align spend scope, mapping, currency, dates and later-outcome rules; keep unmatched spend visible. Fix reproducible collection or handover faults with an owner and acceptance check, preserving commercial inclusions and separating operational improvement from incremental causation.
A silent 30-second explanation in five six-second beats. Source information follows an accepted enquiry into a dated assessment snapshot with unknown and pending states visible.
Read the article: Marketing Attribution and Lead Quality: Connect the Report to the Enquiry