Audited source rules, conversion ownership, and reporting joins across media and CRM layers.
01 / Work
Signal repair
Reframed attribution logic so reported performance reflected actual path-to-lead behavior instead of platform preference.
Context
Challenge
What needed to change.
Dealer reporting had drifted into platform-shaped storytelling. Source ownership was inflated, handoffs were muddy, and the operating team no longer trusted the dashboard enough to make clean decisions.
Intervention
How the system was reworked.
Rebuilt the attribution model around actual lead path behavior instead of channel defaults.
Removed duplicate-source inflation points that were distorting decision-making.
Outcomes
What became clearer after the reset.
Restored a cleaner read on which channels were creating qualified demand.
Reduced reporting debate between teams by aligning source logic with market reality.
Created a measurement baseline the operator team could act on without constant manual interpretation.
Note