· 7 min read
Attribute at Capture, Never Infer Later: An Untagged Record Belongs in a Bucket, Not in an Estimate
Attribution reconstructed after the fact from session data, timing or traffic patterns is a model presented as a measurement, and it is confidently wrong in the cases that matter most. Capture the context at the moment the thing happens, store it on the record, and put what arrives without context into an explicit unattributed bucket rather than apportioning it.