# Why does our attribution data degrade over time?

Attribution decays through people, not technology: a new campaign built without UTMs, a lead list uploaded with a blank source, a rep overwriting a picklist, a new landing page that skips the tracking code. The model is fine; the human process around it leaks.

Every manual entry point needs a written process, and every programmatic one needs a test. Audit on a clock, not on suspicion — a quarterly review that checks for blank sources, off-taxonomy values and untagged campaigns will catch drift before a board deck does.

## Sources

- **Method** — [Attribution playbook — Maintain](https://www.leanscale.team/knowledge/playbooks/attribution-playbook/)
- **Method** — [Executive GTM Reporting playbook — Attribution decays](https://www.leanscale.team/knowledge/playbooks/executive-reporting-playbook/)

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Cluster: Attribution · https://www.leanscale.team/knowledge/answers/attribution-breaks-over-time/