How to Read an Attribution Path Without Overfitting
Path reports tempt narrative: every hop looks intentional. Many are noise—reloads, staff testing, or accidental double tags. Start by filtering to paths with enough volume to matter for spend.
Ask two questions: which early touch appears before most valued conversions, and which late touch closes without changing the early set? That split separates awareness credit from closer credit.
Document one limitation in every readout. If the sample is thin or a tracking gap remains, say so. Trust compounds when attribution reporting admits uncertainty.