Help · Attribution Explained
Attribution Confidence
Why Ghost does not label individual records, and what it reports instead.
Ghost does not put a confidence badge on each record. A per-record score invites you to argue with every row and tells you nothing you can act on.
What matters is whether the *setup* can produce reliable attribution at all, and that is reported in one place: Attribution Health.
What Attribution Health tells you
- How much of your enquiry volume has source information, and how much does not.
- Which specific numbers, forms or accounts are producing enquiries with no source.
- Which problems are setup (fixable now) and which are facts about the data.
- Where Ghost's own linking has failed, so it can be traced rather than excused.
How to read a page with gaps
Totals are complete; the split by source is only as good as the evidence. If 30% of enquiries have no source, then every channel's share is drawn from the other 70% and should be read that way.