Overview
An attribution reconciliation report helps marketing operations compare campaign, analytics, and revenue exports without spending another month arguing over whose dashboard is "right." This playbook installs a reusable gap tracker, source facts table, and report so each discrepancy becomes a rule, an action, or a clearly labeled open question.
The workflow is built for teams that already export data from ad platforms, analytics tools, CRM systems, ecommerce systems, or finance reports. Google notes that attribution settings decide how conversion credit is assigned in Google Ads, while Analytics offers conversion path reporting for understanding how users reach key events; those differences are exactly why reconciliation needs a decision log, not just another pivot table (Google Ads Help, Google Analytics Help).
Why you should reconcile attribution gaps monthly
Attribution gaps rarely stay politely inside one report. A campaign can look efficient in the ad platform, weaker in analytics, and completely different once qualified leads, orders, refunds, pipeline stages, or recognized revenue arrive downstream.
Monthly reconciliation gives the team a stable operating rhythm. Instead of rebuilding a workbook from scratch, Juno preserves source facts, logs material discrepancies, and keeps the source-of-truth rules visible for the next reporting cycle.
The value is not perfect attribution. The value is fewer metric debates before budget, campaign, and revenue decisions.
Step-by-step
- 1Confirm the reporting window, business metric, campaign scope, currency, and source exports that should be compared.
- 2Normalize each supplied export into the source facts table while keeping campaign, analytics, and downstream revenue layers separate.
- 3Compare complete periods at a practical grain, such as channel, campaign, conversion type, and date range, without forcing unmatched rows into false precision.
- 4Flag only material gaps that could change a reporting or budget decision, then record likely causes such as UTM mapping, attribution model, lookback window, delayed import, deduping, refund treatment, or revenue recognition.
- 5Recommend source-of-truth rules for each important metric and convert unresolved gaps into owner-ready next actions.
- 6Update the reconciliation report with the largest resolved gaps, remaining trust issues, assumptions, and the rules the team should use in the next revenue or campaign review.
Frequently asked questions
Does this replace a full attribution platform?
No. It replaces the narrow recurring workbook where a marketing operations lead reconciles exports, documents rules, and turns gaps into fixes. Deeper modeling, automated warehouse pipelines, and multi-touch attribution tools remain separate work.
What exports do I need?
Start with the campaign source, the analytics source, and the downstream business outcome source. That might mean ad platform spend and conversion exports, analytics session or event exports, and CRM, ecommerce, billing, or revenue files.
Can this run without connected integrations?
Yes. The minimum workflow uses supplied exports, pasted tables, and files already in the workspace. Direct platform or warehouse connections can be added later, but they are not required for the first useful reconciliation.
How often should attribution reconciliation happen?
Monthly is the clean default for most teams because conversions, offline imports, refunds, and revenue recognition need time to settle. Run it manually after major tracking changes, launches, migrations, or reporting disputes.