PR Attribution: What It Can and Cannot Prove

A realistic view of attribution that builds trust with leadership.

A spike in coverage that aligns with sales or inquiries is useful, but it does not prove causation.

Be clear about what the data can and cannot show.

Proxies such as branded search, inbound inquiries, or website traffic can provide directional insight.

Choose proxies that map to your actual business objectives.

Every attribution model has assumptions about timing, influence, and overlap with other channels.

Documenting assumptions prevents overstatement and builds credibility.

Combine data with qualitative feedback from stakeholders or sales teams.

Qualitative evidence adds context to numerical trends.