Estimate the effect of unclassified traffic
See how missing attribution can change a channel decision.
Measure what is missing first
Record the share of orders or visits without a reliable source. If $5,000 of $40,000 in net revenue is unclassified, 12.5% is outside any channel allocation. That revenue still belongs in the business total.
Check whether missingness is concentrated
Compare entry pages, device types, and dates. A rise after an email system migration suggests different work from a stable share across channels. Verify one consented tagged path and inspect redirects without collecting extra personal data.
Show decision sensitivity
If two channels differ by $600 in attributed revenue and the unclassified pool is $5,000, the ranking could change under plausible allocations. Show the unassigned amount explicitly and use independent evidence before moving significant spend.
Try a related tool
Add UTM labels to a destination. Use a consistent naming convention and avoid personal information in URLs.
