Document Type: Framework
Status: Active
Authority: Data Brain
Parent: Data Brain Architecture
Applies To: All MWMS environments where attribution, session continuity, or source tracking is used for decision-making
Version: v1.0
Last Reviewed: 2026-04-23
Purpose
The Data Brain Attribution Integrity Framework defines how MWMS preserves the accuracy of attribution data across user journeys, sessions, and system environments.
Attribution data determines:
• traffic source
• campaign effectiveness
• channel contribution
• conversion origin
If attribution integrity is broken:
• performance is misinterpreted
• optimisation decisions become incorrect
• capital allocation becomes inefficient
This framework ensures attribution reflects the true origin and influence of user behaviour.
Core Principle
Attribution must remain consistent across the user journey.
If attribution changes incorrectly:
→ data becomes misleading
Attribution integrity is required for:
→ decision safety
Position in MWMS System
This framework operates within:
• Data Brain → measurement integrity and attribution control
• Ads Brain → channel performance evaluation
• Affiliate Brain → offer performance interpretation
• HeadOffice → capital allocation decisions
It supports:
• Attribution Reliability Framework
• Data Trust Framework
• Measurement Integrity Framework
Attribution Integrity Definition
Attribution integrity is the ability to:
• correctly preserve original traffic source
• maintain consistent session identity
• track user journey continuity
• prevent unintended source changes
🔴 Source Preservation Rule
The original traffic source must be preserved.
Examples:
• paid traffic must remain attributed to paid source
• referral must not become direct
• campaign data must persist
If source changes incorrectly:
→ attribution is invalid
🔴 Session Continuity Rule
User sessions must remain consistent.
Session breaks may occur due to:
• page reloads
• SPA navigation
• tracking resets
• configuration errors
If sessions break:
→ attribution continuity is lost
🔴 Single Page Application (SPA) Rule
In SPA environments:
• URL changes without full page reload
• tracking systems may misinterpret navigation
Risks:
• source reset
• incorrect session attribution
• lost campaign data
MWMS must ensure:
→ attribution persists across virtual navigation
🔴 Original Location Capture Rule
The original landing page must be preserved.
Examples:
• initial URL
• campaign parameters
• entry context
This must be stored and referenced throughout the session.
🔴 Campaign Parameter Integrity Rule
Campaign parameters must be:
• captured on entry
• preserved across pages
• protected from overwrite
Examples:
• UTM parameters
• click identifiers
Loss of campaign parameters breaks attribution.
🔴 Tracker Reset Risk Rule
Tracking systems may reset unexpectedly.
Causes:
• tag misconfiguration
• duplicate tracking
• script conflicts
• SPA behaviour
Reset leads to:
→ loss of source data
MWMS must detect and prevent tracker resets.
🔴 Cross-System Attribution Consistency Rule
Attribution must remain consistent across systems:
• analytics platforms
• ad platforms
• backend systems
If systems disagree:
→ attribution confidence decreases
🔴 Attribution Override Prevention Rule
Attribution must not be overwritten by:
• internal navigation
• user actions
• tracking errors
Incorrect overrides distort channel performance.
🔴 Internal Traffic Protection Rule
Internal traffic must not affect attribution.
Internal visits may:
• overwrite source
• create false sessions
MWMS must:
→ filter or isolate internal traffic
🔴 Direct Traffic Misclassification Rule
Direct traffic may be over-reported.
Causes:
• missing referrer
• lost tracking
• attribution failure
Direct traffic must be treated with caution.
🔴 Multi-Touch Awareness Rule
Attribution is not always single-source.
Users may:
• interact with multiple channels
• return through different sources
Attribution integrity must:
→ preserve multi-touch awareness
🔴 Data Layer Attribution Rule
Attribution data must be:
• captured into structured data layer
• consistently available
• accessible across events
This ensures:
→ reliable downstream processing
🔴 Persistence Mechanism Rule
Attribution data must persist using:
• storage mechanisms (cookies, local storage, etc.)
• session tracking
• consistent identifiers
Without persistence:
→ attribution continuity breaks
🔴 Validation Requirement
Attribution must be validated through:
• test scenarios
• cross-platform comparison
• session tracking checks
Validation ensures:
→ attribution correctness
🔴 Monitoring Requirement
Attribution integrity must be monitored for:
• sudden changes in source distribution
• spikes in direct traffic
• discrepancies across systems
Monitoring enables:
→ early detection of issues
Relationship to Other Frameworks
Supports:
• Data Brain Attribution Reliability Framework
• Data Brain Measurement Integrity Framework
• Data Brain Data Trust Framework
• Data Brain Signal Flow Framework
Failure Modes Prevented
incorrect channel attribution
lost campaign tracking
session fragmentation
source overwriting
misleading performance data
Drift Protection
The system must prevent:
• gradual loss of attribution accuracy
• unnoticed tracker resets
• degradation of session continuity
• inconsistent parameter capture
Architectural Intent
The Data Brain Attribution Integrity Framework ensures MWMS operates with:
→ accurate and stable attribution data
It transforms attribution from:
approximate reporting → controlled signal
Final Rule
If attribution integrity is broken:
→ decisions based on attribution must not be trusted
Change Log
Version: v1.0
Date: 2026-04-23
Author: Data Brain
Change:
Initial creation of Attribution Integrity Framework defining how MWMS preserves accurate attribution across environments.
Change Impact Declaration
Pages Created:
Data Brain Attribution Integrity Framework
Pages Updated:
None
Pages Deprecated:
None
Registries Requiring Update:
MWMS Architecture Registry
Canon Version Update Required:
No
Change Log Entry Required:
Yes