In campaigns with multiple markets, everyone wants attribution credit. This one had 14 desks across six countries. Each believed they sourced the lead. The tagging was technically fine, but the routing logic (initially set up in HubSpot) didn't account for territorial overlap or internal lead duplication.

We rebuilt. First, we split routing from tagging entirely. Source tags lived on the front end. Lead routing logic moved server-side and was governed by a rules engine that sorted leads based on geography, tier, and sales capacity.

Once that separation was made, disputes dropped. Lead velocity actually increased because fewer handoffs were needed. When attribution systems are misaligned with operational logic, it's not just a reporting problem. It's a trust problem.

Fixing that earned more goodwill than any dashboard ever did.