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====== Why attribution gaps increase as funnels get complex ======

===== The attribution expectation =====

Attribution is often expected to improve as funnels mature.

More tools.
More tracking.
More data.

In reality, the opposite happens.

As funnels become more complex, attribution gaps grow.

CBSplit was built to explain and manage this reality.

===== Simple funnels are easy to attribute =====

Early funnels are usually linear.

A visitor arrives.
A page is viewed.
A purchase happens.

Attribution is straightforward because:  
  * Few steps exist
  * Few domains are involved
  * Few systems participate

Basic trackers perform reasonably well here.

===== Modern funnels are distributed systems =====

Complex funnels are no longer single paths.

They involve:  
  * Multiple landing pages
  * External checkout platforms
  * Upsell and downsell chains
  * Subscription rebills
  * Retry and recovery flows

Each step introduces a new system and a new point of failure.

Attribution fragments accordingly.

===== Every redirect creates an attribution leak =====

Complex funnels rely heavily on redirects.

Redirects cause:  
  * Cookie loss
  * Session resets
  * Browser restrictions
  * Cross-domain breaks

Each redirect increases the distance between the original click and the final outcome.

CBSplit assumes attribution will degrade and designs around it.

===== Server-side events arrive out of order =====

Payment systems do not report events instantly.

They send:  
  * Delayed callbacks
  * Partial confirmations
  * Retry notifications
  * Asynchronous updates

Basic attribution models expect clean, ordered events.

Complex funnels produce messy timelines.

CBSplit reconciles outcomes instead of expecting sequence purity.

===== Retry logic multiplies attribution ambiguity =====

Retries blur causality.

Questions arise such as:  
  * Which attempt caused the success?
  * Which offer actually converted?
  * Which traffic source should get credit?

Basic trackers collapse these into a single guess.

CBSplit records the entire attempt history.

===== Upsells and subscriptions extend attribution beyond the click =====

Revenue often arrives long after the original click.

Through:  
  * Upsells
  * Cross-sells
  * Rebills
  * Plan changes

Basic trackers struggle to connect long-tail revenue to its origin.

CBSplit links revenue across time using order and customer identity.

===== Complexity exposes the limits of pixel-based models =====

Pixel-based attribution assumes:  
  * Immediate outcomes
  * Browser continuity
  * Single-session journeys

Complex funnels violate all three.

CBSplit replaces pixel certainty with financial reconciliation.

===== Why attribution gaps are unavoidable =====

Attribution gaps increase because:  
  * Systems are distributed
  * Outcomes are delayed
  * User behavior is non-linear
  * Payments are asynchronous

CBSplit does not attempt to eliminate gaps.

It makes them visible and manageable.