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Attribution will never be perfect, which is something I have to constantly remind myself of.
I got tired of trying to solve this problem across multiple platforms, so generally I just choose which platform is historically most consistent and closest to actuals. Then I figure out the % of conv -> actual events (leads or jobs) and operate off of that. I use the other platforms for sanity checks, but rely on one for ongoing optimization and performance projections. Not perfect, certainly not bullet proof, but it works for almost all of my accounts. At the end of the day, conversions are numbers but as marketers we’re meant to manage expectations and produce reliably results based on those expectations — and that’s doable with *mostly* accurate attribution.
Anecdotally, I have noticed considerable delays in conversion reporting across all platforms over the last few months. No real idea why (I have crackpot theories), but it’s definitely a notable trend across my accounts — regardless of platform and attribution tracking.
