# Attribution comparison worksheet

Record the source labels exactly. Use Unknown for a fact you have not verified. This worksheet reviews reporting; it does not authorize a campaign change.

## Decision and shared scope
- Business and reader role:
- Decision question:
- Account ID:
- Campaign/ad-set/ad IDs and filters:
- Conversion location:
- Conversion event and definition:
- Report period, timezone, and date basis:
- Underlying data snapshot/version and evidence that all columns use it:
- Capture timestamp(s):
- Current ad-set attribution model and setting, with observation:
- Count basis (First/All/other exact label), with observation:
- Data maturity/lag status and evidence:
- Measurement/deduplication concerns:

## Compared columns
For each column record: exact label, value (zero differs from Unknown), unit, window/model, count basis, source export/screen reference, underlying snapshot, and event/scope exceptions.

| Exact native label | Value | Unit | Window/model | Count basis | Source reference | Snapshot | Exceptions |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Unknown | Unknown | Unknown | Unknown | Unknown | Unknown | Unknown | Unknown |

## Comparison rules
- Is scope/event/date basis/count basis identical? Give evidence:
- Are these nested windows or disjoint native breakdown rows? Give evidence:
- Which single dimension changes between each pair?
- Same underlying snapshot despite different capture times? Give evidence:
- Permitted arithmetic and reason:
- Unresolved definitions or noncomparable pairs:

## Separate CRM context (optional)
- Cohort, unit, stage definition and observation cutoff:
- Join/coverage evidence and unmatched records:
- Observed total:
Do not subtract CRM unique people from platform event counts as though they were the same measure.

## Memo
- Reporting comparison: Ready / Partial / Hold, with reason
- What the supplied columns show:
- What they cannot establish:
- Next evidence request, owner and exact action:
- Proposed reporting or experiment action:
- Live campaign change: not authorized by this worksheet