Missing is not zero.
When a source hasn’t synced, its value stays unknown and named. It never quietly becomes $0 in a total.
Every number,
down to the record.
Open any credited figure to the outcome, the touches eligible for credit, and the rule that split it. Observed, derived, and estimated values never blur together.
ObservedDerived
Google AdsSpend
MetaSpend
StripePayments
weive pixelVisitsMatched revenue$48,000Derived under a stated ruleEvidence classes
Observed spend$25,000
Derived revenue$48,000
Estimate, kept apart$6,000
Analysts don’t trust a total; they trust the working. weive keeps the working attached to every number: the records, the eligible touches, and the rule.
Change the rule.Watch the credit move.
The six rules, exactly as weive runs them: time decay halves every 7 days, U-shaped is 40/20/40. Pick one and check the arithmetic.
- MetaAd click · 01 Sep
- Google AdsSearch click · 03 Sep
- Organic searchVisit · 07 Sep
DirectVisit · 11 Sep- Order #EX-1042Paid · 11 Sep
Order · Stripe$300
Meta—
Google Ads—
Organic search—
Direct—
From totalto touch.
Open a channel total to the outcomes it covers, then to each outcome’s eligible touches and the share each one received.
- Outcome, touches, and share per touch
- Identifiers and timestamps kept
- Rule applied at the touch level
Order #EX-1042Time decay · $300
Meta · Ad clickAge 10 days · weight 0.3715%$44.60Google Ads · SearchAge 8 days · weight 0.4518%$54.40Organic · VisitAge 4 days · weight 0.6727%$80.90
Direct · VisitAge 0 days · weight 1.0040%$120.10Weights normalise to the order
Compare the ruleson identical inputs.
Every rule runs on the same outcomes and eligible touches, so differences come from the rule alone.
- Six rules on identical inputs
- Channel totals per rule
- Totals reconcile to the outcomes
Credit on $48,000Share by rule
First touch$48,000
Linear$48,000
Time decay$48,000
U-shaped$48,000
MetaGoogle AdsOrganic and direct
Four kinds of number.Never mixed.
Every value carries its class. Observed values come straight from a source; derived values follow a stated rule; estimates stay apart; unknowns stay unknown.
- Class on every value
- Estimates never merged into totals
- Unknown values never filled
Evidence classesSeptember
ObservedSpend from Google Ads and Meta$25,000DerivedPayments matched under a stated rule$48,000EstimatedModelled, assumptions stated$6,000
UnknownIn-store sales, not recorded—
Three promisesbehind every number.
Credit is not cause.
Attribution shows how a rule shares credit across recorded touches. It never claims an ad caused the sale.
One order, counted once.
Two platforms can claim the same sale. weive credits the payment once, and keeps each claim visible beside it.
Three stepsfrom scattered data to a decision.
Connect your sources.
Google Ads, Meta, HubSpot, and Stripe connect in a few clicks. One snippet adds the pixel to your site.
Choose your rule.
Linear, first touch, last touch, last non-direct, time decay, or U-shaped. Switch whenever you like; the outcomes never change.
Decide with the gaps in view.
Every number carries its sources, its rule, and its coverage, so the next budget move starts from evidence.
Worth askingbefore you start.
Can I see the underlying records?
Yes. Records are visible behind every figure in the workspace. Talk to us if your workflow needs them elsewhere.
How are estimates kept separate?
Estimated values carry their own label and never merge into observed or derived totals.
Does attribution prove a campaign caused the sale?
No. Attribution shows how credit is shared across recorded touches. weive keeps that separate from causal lift, so credit is never presented as proof.