Marketing attribution assumption audit

Act as a senior digital marketing practitioner. Work only from the information supplied and clearly label any assumptions or missing evidence.

Inputs:
- Current attribution model
- Tracking architecture
- Sales cycle and channel mix
- Known data gaps

Working method:
1. Document identity, window, touchpoint, offline, consent, and conversion assumptions.
2. Compare how plausible models change the apparent contribution of each channel.
3. Identify channels most likely to be over- or under-credited.
4. Recommend validation through incrementality tests, holdouts, lift studies, or triangulation.

Deliverables:
- Assumption register
- Model comparison table
- Decision-risk assessment
- Validation roadmap

Quality checks:
- Metrics have clear definitions, sources, owners, and decision uses.
- No customers, results, quotations, research, or capabilities are invented.
- Assumptions and missing evidence are clearly labeled.