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Because attribution expires before the deal does. The page produced a lead in January, the deal closed in September, and by then the attribution has been lost in a handoff between the marketing tool and the CRM.
So SEO reports leads, sales reports revenue, and the channel with the longest cycle looks the weakest on every report either produces.
The capture context — page, campaign, referrer — is written to the lead and carried forward through contact, deal and closed revenue, because they are one record rather than three synced systems.
A deal closing in September can still name the page that started it in January, without an attribution tool holding a second version of the truth.
It records first touch and the capture context faithfully. It does not model multi-touch influence, and it will not tell you what a buyer would have done anyway.
And it cannot see what happens off your site — a decision made in a private community will show as direct.
Cohort analysis groups deals by when they started rather than when they closed, so this quarter's content investment is judged against the right cohort.
The opportunity backlog can then be ordered by revenue actually produced per cluster rather than by search volume, which for B2B are very different lists.
Yes — it is carried on the record, not synced between systems.
No. It records first touch and the capture context faithfully rather than modelling influence.
Yes, grouping deals by when they started rather than when they closed.
Half an hour on your own numbers is usually enough to say whether Growth is the right place to start.