As businesses invest more in digital marketing, they rely on data-driven insights to inform their marketing strategies. Attribution models, which track the journey a customer takes before converting, provide valuable insights into which marketing channels are driving conversions. However, relying solely on attribution models can lead to discrepancies in conversion, return on ad spend (ROAS), and revenue data. In this blog, we will discuss why attribution models can lead to discrepancies in data and how to mitigate these discrepancies.