Marketing Attribution Inside an ERP: Evidence Before ROAS
OAuth gives you a connection. Reliable attribution requires verified account, campaign, and internal-project mapping after the callback.
Campaign IDs are inputs, not truth
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.
Build a verification chain
A safer model is provider account → synchronized campaign → verified mapping → internal project code. Spend, leads, and insights inherit that mapping.
Unattributed is valid data
When evidence is insufficient, record the gap. A truthful unattributed bucket is more useful than an invented ROAS number.
Gate writes more strictly than reads
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.