Attribution Reconciler

Based on the ROAS dimension R (attribution integrity) in the ROAS Benchmark. This is the standing de-dup / incrementality workbook: it reconciles platform-reported conversions against the GA4/ecommerce order-ID truth set on a recurring cadence. It delegates all ratio/ROAS math to roi-calculator and does not re-run the R2 veto — ad-account-auditor judges R2 once, point-in-time. This workbook just keeps the truth set clean between audits. Upstream, conversion-signal-qa is the pre-launch instrumentation pass that makes the signal trustworthy and only gates that a dedup rule exists; this skill is the recurring reconciliation that runs on that signal — match, de-dup, quantify, read incrementality.

The single rule: the truth set is the order IDs from GA4/ecommerce, never any platform's reported-conversion count. This workbook reconciles paid channels only — decomposing GA4 direct traffic and estimating organic dark-social share attribution belongs to dark-social-attributor.

Quick Start

Reconcile my paid conversions for May. Truth set is this GA4 order-ID export. Here are the Meta and Google conversion exports. Find the double-counting.

Build the monthly attribution workbook: normalize Meta's 7-day-click window and Google's 30-day window to a common window, convert currencies, then show de-duped conversions per platform against my Shopify order export.

I ran a geo holdout for two weeks. Here's the test-region and control-region order export plus the platform spend. Read the incrementality and compare it to last-click.