Data Quality
Monitor and improve the accuracy of your attribution data with identity repair and tracking quality metrics.
Data quality directly affects attribution accuracy. If visitors are not identified, if click IDs are missing, or if UTM parameters are inconsistent, your ROAS numbers will be incomplete. The Data Quality page helps you monitor and fix these issues.
Identity profiles overview
The Data Quality page shows a summary of your customer identity profiles:
| Metric | What it means |
|---|---|
| Total profiles | Number of customer profiles in your identity graph |
| Missing email | Profiles that have no primary email — these are harder to match across touchpoints |
| Missing phone | Profiles that have no primary phone number |
Each profile is listed with its source (GoHighLevel, Stripe, MercadoPago, Meta), name, email, phone, and identifiers. You can filter to see only profiles with missing data.
Identity repair
When Atribu detects that a customer profile is missing an email or phone number, but that information exists in the raw event data (like a GHL opportunity or Stripe charge), it suggests a repair operation.
Scan for issues
The Data Quality page automatically scans your profiles and identifies those with missing contact information that could be backfilled from existing data.
Review suggestions
Each suggestion shows the profile, what data is missing, and the suggested value with its source. For example: "Profile John Doe is missing email. Suggested: [email protected] (from GoHighLevel contact)."
Preview and apply
Preview the repair operations to see exactly what will change, then apply them in bulk. The repair process backfills missing data without overwriting any existing values.
What affects data quality
Several factors can reduce the accuracy of your attribution data:
Ad blockers
Some visitors use ad blockers that prevent the Atribu tracker from loading. This means their visits are not recorded and cannot be attributed. Solution: Set up a custom domain for your tracker to avoid most ad blockers.
Missing identify calls
If visitors browse your site but never submit a form, complete a booking, or otherwise identify themselves, their anonymous visit cannot be linked to a later payment or CRM event. Solution: Enable form auto-capture so identification happens automatically when visitors fill out any form.
Missing UTM parameters
Traffic from email campaigns, social media posts, or partner links without UTM parameters gets classified as "Direct" — making it impossible to attribute conversions to those sources. Solution: Use consistent UTM parameters on all marketing links.
Cookie expiration
Visitors who return after a long period (browser cookies cleared, different device) will appear as new visitors. Solution: This is a natural limitation. The identity graph still matches them if they provide the same email or phone number.
Incomplete integrations
If your payment provider or CRM is not connected, those conversion events cannot be attributed to ad campaigns. Solution: Connect all your data sources.
How to improve data quality
Install the tracker on all pages
Make sure the Atribu tracker script is on every page of your website, not just landing pages. Visitors often browse multiple pages before converting, and each page view provides attribution data.
Enable form auto-capture
Turn on automatic form detection so the tracker captures email and phone from any form submission. This triggers the identify() call that bridges anonymous visitors to known customers.
Set up a custom domain
Configure a custom tracking domain (like track.yourdomain.com) to bypass most ad blockers and increase data collection rates.
Use consistent UTM parameters
Add UTMs to all your marketing links — email campaigns, social posts, partner referrals. Without UTMs, Atribu cannot distinguish these sources from direct traffic.
For Meta ads, use this URL parameter template:
utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.id}}&utm_content={{ad.id}}&utm_term={{adset.id}}Connect all payment providers
Connect both Stripe and MercadoPago (if you use both) so every payment is captured and attributed. Unconnected payment sources create gaps in your revenue data.
Connect your CRM
Connect GoHighLevel for complete pipeline visibility. This lets Atribu track leads, appointments, and opportunities — not just final payments.
What is a good attribution coverage?
80% or higher attribution coverage is good — it means most of your conversions can be traced back to a marketing touchpoint. 90% or higher is excellent. Below 60% usually indicates missing tracker installation or a lack of form auto-capture.