Guide
Measured vs attributed results.
Why an honest report keeps three kinds of results apart.
The problem
Every ad platform reports the conversions it attributes to itself. Add them up and you often have more conversions than enquiries. Decisions based on that total are decisions based on a feeling.
Measured
What you observe directly: an enquiry in your system, a signed contract, an invoice. There's little debate here.
Attributed
What you link to a channel or campaign. That's a model, not a fact. Always state which model you use, for example 'the first source of the visit in which the enquiry was made'.
Not measurable
A referral, a conversation at a trade fair, brand awareness. It counts, but doesn't fit a number. Name it separately rather than ignoring it or adding it up.
How we apply it
In FOR3 OS, enquiries and contracts come from the system itself (measured). We only link a source when the visitor consented (attributed), and we explain how every figure was produced.