# Worked attribution comparison: fictional B2B software campaign

All company, identifiers, counts, dates and export references below are fictional teaching inputs. They are not Maestro or customer results. The reader is a paid-media manager; the advertiser is FieldLedger, selling operations handoff software to operations directors. The example does not supply revenue, budget or causal lift.

## Decision and shared scope
Question: How much of the reported click-attributed lead-event count appears after day 1, and should this report alone trigger a budget increase?
Account FL-DEMO; campaign FL-LEADS; ad set FL-WEB; all ads in that ad set, no additional filters. Conversion location Website. Event Lead means a completed demo-request form; repeated real requests may produce repeated events. Period October 1–28, 2026, America/New_York, impression-date basis. Snapshot FL-OCT28-v1 is a single frozen export containing every compared column. Capture October 31, 2026, 12:00 UTC. The example assumes the source owner confirmed shared scope and nested cumulative click windows. All counts use All conversions and Standard reporting. Current ad-set setting observed in this fictional scenario: 7-day click plus 1-day view. Engage-through not supplied; its total is Unknown, not zero. Measurement owner reports no known duplicate event-delivery issue, but repeated legitimate lead actions remain possible. Outcome lag beyond snapshot remains unknown; no mature commercial conclusion is permitted.

| Exact source column label in this fictional export | Value | Unit | Window/model | Count basis | Source | Snapshot |
| --- | --- | --- | --- | --- | --- | --- |
| Lead / 1-day click | 40 | attributed Lead events | 1-day click / Standard | All | FL-export.csv,columnB | FL-OCT28-v1 |
| Lead / 7-day click | 55 | attributed Lead events | 7-day click / Standard | All | FL-export.csv,columnC | FL-OCT28-v1 |
| Lead / 28-day click | 62 | attributed Lead events | 28-day click / Standard | All | FL-export.csv,columnD | FL-OCT28-v1 |

These illustrative labels are not a promise of identical headers or availability in every account. Copy the actual source labels in your own worksheet.

## Arithmetic
The columns share event, unit, scope, count basis, date basis and snapshot; only the cumulative click window changes.
- Days 2–7: 55 − 40 = 15 attributed Lead events.
- Days 8–28: 62 − 55 = 7 attributed Lead events.
- Within 7 days, 40 / 55 = 72.7% of the supplied click-attributed events appear within 1 day.
- Do not calculate 40 + 55 + 62 as a lead total. The windows overlap.
- No default combined total, view-through share, engage-through share or Incremental estimate is supplied. Leave these Unknown.

## Decision memo
Reporting comparison: Ready for the stated click-window arithmetic. Commercial impact: Unknown. The larger window reports additional attributed events; it does not establish additional unique buyers or conversions caused by advertising. No CRM population or join is supplied.

Next action: save this comparison alongside the report, then ask the measurement owner for event-count validation and a CRM cohort with defined qualification and maturity. If the team wants a causal budget decision, prepare an appropriate controlled experiment with a decision rule. This report alone does not support increasing budget or changing attribution optimization. No live campaign change is authorized.

## Two changes that invalidate this arithmetic
1. Replace 7-day All conversions with 7-day First conversions. Both window and count basis now change; request a matching count basis before calculating days 2–7.
2. Replace 28-day snapshot with FL-OCT31-v2. Additional records may have arrived. Request the same snapshot or report each value separately; do not label the difference a window effect.

A later screenshot timestamp alone does not invalidate a comparison when the same underlying frozen export is explicitly verified.