Source Reviews Before Budget Meetings
A short checklist so channel conversations start from shared labels, not conflicting dashboards.
Budget meetings go sideways when each tool uses a different source name for the same click. Align the taxonomy a week earlier, not during the slide deck.
Bring three artifacts: the source dictionary, the unknown rate trend, and one retention or conversion contrast by channel. Skip vanity install charts that ignore quality.
If a source cannot be explained in one sentence, it is not ready to defend spend.