Attribution notes that survive a leadership review

Leadership reviews rarely fail on math; they fail on narrative tension. When attribution shifts, executives hear risk even if performance is flat.

We coach teams to open with scope: which channels, which window, which conversion definition. That single paragraph lowers defensive reactions.

The middle section should pair two scenarios—a conservative read and a plausible upside—each with explicit assumptions. Avoid single-point forecasts; show ranges tied to creative throughput and spend stability.

Close with decisions, not dashboards. Recommend one next experiment, one pause, and one documentation update. That structure keeps the conversation operational instead of ideological.