Warehouse-native attribution, three years on
By Dr. Priya Nair · Principal Search Engineer · Published 4 March 2026
Moving attribution into the warehouse was supposed to end the argument about which number is the real one. Three years in, the argument has moved rather than ended: the models agree, and the disagreement is now about which events belong in them at all. That is a better problem to have, because it is one a team can settle with a definition instead of a reconciliation.
The practical lesson is unglamorous. Publish the model, publish the event contract it reads, and let anyone who disputes a figure open the same SQL you did. Every team that skipped the second step rebuilt the first one within a year.