Methodology
Attribution that teams can actually trust.
Attribution is only useful when the model, lookback window, and conversion logic are explicit and consistent. Vendo treats attribution as shared operating logic, not a reporting afterthought.
Framework
How the methodology works.
01
Collect first-party signals
Capture source, click, session, and conversion data from the systems you control.
02
Resolve identity
Stitch anonymous and known activity into the same customer history.
03
Apply one attribution model
Use configurable first-click, last-click, linear, or participation logic.
04
Use the same logic everywhere
Keep reports, recommendations, and activation workflows aligned.
Core principles
Use first-party data as the system of record instead of platform-reported credit.
Make attribution settings explicit: model type, lookback window, and conversion definitions.
Apply one attribution logic across reporting, recommendations, and downstream workflows.
Keep attribution inspectable so teams can understand and defend decisions.
Common mistakes
Comparing channels using each platform’s self-reported attribution.
Changing lookback windows or conversion definitions between reports.
Treating attribution as a dashboard setting instead of shared business logic.
Optimizing spend before validating signal quality and identity stitching.