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How the plumbing works. Written from doing the thing, not from reading about it — every guide carries a screenshot, a dataset, a test result or a worked example.
- Attribution is two jobs: your analytics tool's and your ad platform's An analytics tool attributes to report across channels. An ad platform attributes to credit its own ads. Sending a conversion server-side does neither job.
- Three tools say "last click". Each one means a different click Google Ads, GA4 and LinkedIn all offer a last-click or last-touch model. Each credits a different touch, so one sale gets three different answers.
- Two kinds of click ID, and why they never swap Ad platforms and tracking platforms each create their own click ID. Each one only matches in the system that made it, so the wrong one attributes nothing.
- LinkedIn counts a view for 90 days. Google, Microsoft and Reddit: 1 Default view-through windows run from 1 day to 90 days across six ad platforms. Add their conversion counts together and you add unlike things.
- Why your ad platform keeps rewriting last week's numbers Ad platforms write conversions backward onto the click date, so past days keep changing for as long as the attribution window stays open.