Fix marketing reports that compare different attribution windows

Two reports assign different numbers of conversions to the same campaign. Neither total necessarily indicates a broken tag: the reports may credit different interactions.

Why this happens

Attribution models, lookback windows, event dates and reporting scopes influence which campaign receives credit. A conversion can be counted correctly while its credited source differs.

Step-by-step solution

1. Write down each report’s conversion definition, date basis, attribution model and lookback window.

2. Align the settings where the platforms permit it, and separate observed conversion counts from attributed credit.

3. Use a controlled test journey with documented visits and a conversion. Explain any remaining mismatch in the dashboard rather than hiding it with an arbitrary adjustment.

Worked example

A visitor may discover a site through one channel and convert after returning through another. A first-touch and a later-touch view answer different questions about that journey.

Verify the fix

Compare like-for-like periods only after processing has completed. Confirm that the total business orders reconcile independently of how channel credit is distributed.

Prevent a repeat

Include attribution settings in report notes and record changes over time. Do not present a platform’s attributed conversions as proof of causal campaign impact.

Reference

Official documentation or standards guidance

An original Gistmax troubleshooting guide. Scenarios and sample values are illustrative; configuration depends on your software version and environment. Cover diagram: Gistmax Tutorials.