What to change
Treat the platform label as a classification with limitations. Review known unlabelled entry sources such as shared documents, messages and printed materials, then improve future link labelling where it serves a useful purpose. Do not retroactively allocate unknown visits based on intuition. The report should distinguish what the system observed from the analyst's hypothesis, especially when budget decisions depend on whether a campaign contributed to the apparent increase.
A worked example
Illustrative example
Illustrative test: A manager can identify which claims come from recorded labels and which remain uncertain.
How to check the result
The narrative does not equate unavailable source information with one known visitor behaviour.
A mistake to avoid
A plausible explanation is not the same as measured attribution.
Your action checklist
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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