Marketing Attribution Inside an ERP: Evidence Before ROAS
Published August 24, 2026
OAuth gives you a connection. Reliable attribution requires verified account, campaign, and internal-project mapping after the callback.
<h2>Campaign IDs are inputs, not truth</h2><p>External identifiers can be missing, reused, stripped, or disconnected from the business entity management actually cares about. If the application maps them directly from browser input, a clean-looking dashboard can still be wrong.</p><h2>Build a verification chain</h2><p>A safer model is provider account → synchronized campaign → verified mapping → internal project code. Spend, leads, and insights inherit that mapping.</p><h2>Unattributed is valid data</h2><p>When evidence is insufficient, record the gap. A truthful unattributed bucket is more useful than an invented ROAS number.</p><h2>Gate writes more strictly than reads</h2><p>Reporting may display incomplete attribution with a warning. Actions that can pause campaigns, change budgets, or trigger business workflows should require verified mapping and authorization.</p>