Define the evidence

A visitor might first discover a publication through a search result, return through a shared link and later use a practical checklist before enquiring. Calling every article the source of the same lead overstates what the data shows. Define separate fields for first observed discovery, last observed visit and self-reported influential content where those records are available. None of them alone necessarily describes the whole decision process.

Make it operational

Use the distinctions to answer different questions. Discovery helps assess reach; influential content helps identify explanations that build confidence; the final page helps evaluate the enquiry route. Do not sum these categories as if they were separate customers. When reporting, state the attribution method and its gaps. A modest evidence-based account of contribution is more useful for editorial planning than a precise-looking revenue allocation built on assumptions the team has never tested.

Imagine this

Hypothetical example

A reader discovers a guide through search, later reads a comparison and finally enquires from the contact page. The team records one qualified enquiry, notes the observed entry page and captures the reader’s statement that the comparison was helpful. It does not count three leads.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: Google people-first content guidance ↗

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