What's the Difference Between Software Based Attribution and Self Reported Attribute?

In our data more than 90% of the revenue doesn't match between what software is that software based attribution is reporting Versus what self reported attribution is is reporting. This creates a massive measurement gap And a blind spot for companies Of what's actually creating the demand and driving revenue that they're not effectively measuring right now Let's look at an overview of the key takeaways number one. Web search organic search paid search and direct is Dramatically over reported 80% of revenue shown by attribution software comes from this if you look at your own data You'll get some more stuff dramatically overweighted To search paid and organic as well as direct traffic Due to the limitations of attribution software favoring what is capturing the demand