Gap-Map
Audit Report
Working document · yours to extendLive walkthrough included
AuditCadence ·Fixed-scope diagnostic
What your attribution actually means, with the residuals on the page.
A diagnostic reconciling platform attribution, GA4, and the warehouse against a documented model. Closes with a Gap-Map and confidence ranges your CFO can sign.
Inside the Dynamic Analytics & Backoffice layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The Three-Sources-Disagree Analytics OperatorSignal · Active
The Three-Sources-Disagree Analytics OperatorPlatform reporting, GA4, and the warehouse are returning three different numbers and the team cannot reconcile them. The last attribution decision was made off a screenshot.
Signals firing the engagement
Platform attribution, GA4, and the warehouse disagree by double digits and nobody owns the reconciliation
The CFO asked for a confidence range on the next forecast and the team is still pulling the spreadsheet
A budget shift was approved off a screenshot and the residual was never read against the next cycle
Gap-Map. The working document at audit close.
A structured read of what your attribution numbers mean, where they disagree, and which model upgrades earn their cost.
How the audit reads your substrate.
Read-only access · structured cadence · operator-led
Phase 01 · Intake
Scope and access
Conversion model, KPI hierarchy, and reporting surfaces locked at intake. Read access provisioned across GA4, paid-media platforms, the warehouse, the CRM, and the BI layer where applicable.
Phase 02 · Inspection
Source-of-truth and methodology read
Every headline number traced back to its source. Methodology audited per platform: last-click, data-driven, platform-modeled, and warehouse joins inspected against the conversion model.
Phase 03 · Reconciliation
Disagreement decomposition and confidence read
Disagreements between sources decomposed into measurement gaps, methodology drift, and modeling residuals. Confidence bands assigned per headline number, residual reported where the data supports a holdout read.
Phase 04 · Synthesis
Gap-Map and walkthrough
Model upgrades ranked by decision-impact-to-cost ratio, scoped to the next budget cycle. Audit closes with the Gap-Map artifact and a live walkthrough.
Questions buyers ask before scoping Attribution Audit.
How fast does the audit ship?
Scope and sequence are confirmed at intake; the Attribution Audit closes in approximately 5–7 business days from that point. The Gap-Map and walkthrough call are delivered at close.
What access do you need?
Read access to GA4, every paid-media platform in scope, the warehouse, the CRM, and the BI layer.
What does "confidence range" actually look like?
A stated statistical bar on each headline number, with the residual read where a model holdout already exists or where the data permits a quick out-of-sample check.
Is this enough to make a budget decision against?
For tactical budget shifts inside a channel, yes. For structural reallocation across channels, the audit usually identifies whether MMM or incrementality is the next move.
Scope the audit. Gap-Map at close.
Read-only accessFixed scopeGap-Map on close
After the auditMMM & Incrementality.Use the Gap-Map as the scope document for a statistical mix model with documented assumptions and geo-holdout validation.Other engagements under Dynamic Analytics & Backoffice
Each is sold standalone or stacks with the others into a single foundational build.