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Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting
Watch the conversion events at the resolution that catches a deploy breaking the cart-success fire before reporting starts surprising people, and surface the fix as an operational alert rather than a quarterly investigation
Define the events once, version them, and enforce the shape at write time, so analytics, activation, and reporting work against one data contract rather than negotiated reconciliations
Reclaim the conversion signal you lost to browser-side tracking decay
Make the server the primary record of what happened, with the browser as the backup rather than the system of truth