Connecting messages to outcomes
Document how the destination records completion and how it attributes the action to a message. Shared links and multi-channel contact can make attribution uncertain.
Putting the guide into practice
Choose one primary outcome, use a privacy-reviewed campaign identifier, and reconcile destination records with report totals. Explain the attribution window and any missing data.
- Outcome definition
- Completion record
- Attribution window
- Limitations
Limits and review decisions
Do not claim a text caused every later action merely because a person received it. Attribution and causal evidence are different questions.