When advertisers make attribution-related mistakes, it spills down through every step of advertising: Reporting, optimization, and targeting. It's critical that you get this right.
Read my blog post on this at https://jonloomer.com/attribution
There are five most common mistakes that advertisers make...
1. Improper or Incomplete Setup of the Pixel or Conversions API
2. Failure of Standard Events, Custom Events, and Custom Conversions
3. Failure to Understand the Meaning (and CONTEXT) of Conversion Results
4. Expecting Google Analytics and Ads Manager to Report the Same
5. Always Leaving the Attribution Setting at the Default
