# Attribution assessment · [Report or dashboard] · [Date] **Owner:** [PM] **Report owner:** [name, team] **Model in use:** first touch / last touch / linear / time decay / position-based / data-driven / other ## The decision this report supports [Budget allocation, campaign tuning, channel reviews, comp plans] ## Bias review | Question | Answer | |---|---| | What does this model over-credit? | | | What does it under-credit? | | | Which touches can't it see? (peers, community, AI answers, events, partner) | | | Is the unit right? (person versus account) | | | Does any platform self-attribute here? Double counting risk? | | | Is targeting creating selection bias? | | ## Cross-checks | Method | Available? | What it says | Agrees with the report? | |---|---|---|---| | Experiment or holdout | | | | | MMM (calibrated?) | | | | | Self-reported attribution | | | | | Win-loss interviews | | | | ## Verdict Fit for: [ ] Not fit for: [ ] Change needed: [ ] Review date: [ ]