Glossary · Attribuer

Unattributed revenue

Unattributed revenue is the share of turnover that no identified click explains. It is neither an error nor a hole in the data: it is what sold through a path the measurement did not see.

Relier une vente à ce qui l’a produite — et refuser d’inventer quand le fil manque. The forty terms of the trade

What it is for

It is the honesty check on the whole report. A tool that shows only the attributed part suggests everything is explained, when it has simply hidden what it does not know. Growing unattributed revenue also reads as a signal: a link published without tracking, a form that changed, a campaign launched without a label.

How it is calculated

It is the total minus the attributed part, and nothing else. The two must add up to the total exactly, to the cent, whatever attribution model is chosen: a model that does not balance proves nothing.

The classic mistake

Hiding it to make a prettier report, or spreading it “pro rata” across the known campaigns. The second is the worse of the two: it manufactures an attribution that never happened, and nobody can tell it from the real ones afterwards.

Attributed sale

The rule that is not up for negotiation

A report that invents a plausible origin is worse than an incomplete one.

Incomplete, you know what you don't know. Invented, you no longer do.

The report where both numbers sit side by side

What Subtraq does with it

It is a written rule of the product: we never invent an attribution. No identified click, the event is recorded as unattributed, and it is shown next to the attributed part — their sum has to balance.